SEMPDX Local & Mobile Search Strategies - 1-10-2012


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mobile strategies sempdx – january 2012 local & mobile search scott fish ethology

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agency overview ethology is a digital marketing agency that helps brands leverage audience hubs to better understand, engage & serve their customers.

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full service, informed, digital marketing

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earning and owning digital success align search, social & content marketing efforts, guided by a deep understanding of content demand & an integrated strategy & digital marketing plan.

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mobile trends

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mobile is everywhere:39% use the Internet on their smart phones while using the bathroom. mobile drives response:88% of people looking for local information have taken action within a day. mobile isn’t just search: books, music, apps, streaming content. mobile is world-wide: Mobile ad spend worldwide is predicted to be US$3.3 billion in 2011 sky rocketing to $20.6 billion in 2015, driven by search ads and local ads. In the US over half of U.S. mobile ad spending is local. Asia – Japan particularly – continues to dominate global mobile ad spend. mobile trends Generation Flux – Fast Company

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mobile trends 2011 Statistics– MobiThinking Social Media Dominates: “There are more than 350 million active users [44 percent] currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook as non-mobile users.” – Facebook official statistics (November, 2011). SMS Messaging is very popular: Estimated that 8 trillion text messages were sent in 2011. Using Mobile is different based on your country: Japanese consumers are more advanced in mobile behavior, using mobile Web, apps and email more, but US / EU text and play more games. We’re more comfortable with transactions: Between 500 million and 1 billion people will access financial services by mobile by 2015, depending on estimates.

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mobile optimization strategies

Slide 9 mobile optimization strategies

Slide 10 mobile optimization strategies KEEP IT QUICK Mobile users are often short on time, squeezing in online tasks as they go about their day. To help them, design your site to load fast and make copy easy to scan. Prioritize content for the mobile user. Use your desktop site analytics to see what mobile users are doing. Reduce large blocks of text and use bullet points for easy reading. Compress images to keep them small for faster site loading. SIMPLIFY NAVIGATION No one likes to be confused. Clear navigation and, on large or complex sites, search functionality will help your customers easily find what they need. Minimize scrolling and keep it vertical only. Use a clear hierarchy in menus and avoid rollovers. Help users navigate between levels with clear back and home buttons. Use seven links or fewer per page of navigation. Have a search box prominently available on complex sites.

Slide 11 mobile optimization strategies BE THUMB-FRIENDLY People use their fingers to operate mobile devices—especially their thumbs. Design your site so even large hands can easily interact with it. Use large, centered buttons and give them breathing room to reduce accidental clicks. Pad smaller buttons to increase the clickable area. Pad check boxes by making the text clickable. DESIGN FOR VISIBILITY A mobile-friendly site gets its message across without causing eyestrain. Make it easy for your customers to read—remember, they may be in a place with low light. Create contrast between background and text. Make sure content fits onscreen and can be read without pinching and zooming. Use plenty of negative space. Use size and color to indicate link/button priority. Use 3D effects and shadowing for buttons.

Slide 12 mobile optimization strategies MAKE IT ACCESSIBLE Ideally, your mobile site should work across all mobile devices and all handset orientations. Find alternatives to Flash—it does not work on some devices. Use HTML5 for interactivity and animation. Adapt your site for both vertical and horizontal orientations. Keep users in the same place when they change orientation. MAKE IT EASY TO CONVERT No matter what your site’s objective is, your customers need to be able to do it with a virtual keyboard and no mouse. Make it easy to buy something or contact you! Focus on information that will aid conversion (i.e., product details). Reduce the number of steps needed to complete a transaction. Keep forms short and use the fewest number of fields possible. Use check boxes, lists and scroll menus to make data entry easier.

Slide 13 mobile optimization strategies MAKE IT LOCAL Consumers look for local info on their phones all the time—from locating the nearest gas station to finding an open pizza place. Include functionality that helps people find and get to you. Have your address or store locator on the landing page. Include maps and directions. Use GPS to personalize when possible. Allow users to check stock at nearby stores. MAKE IT SEAMLESS People now use multiple screens throughout the day. Convert as much of the functionality of your desktop site to mobile as you can to create a seamless experience. Allow users to save popular searches and shopping cart contents. Maintain key features of site across all channels as much as possible. Display the same information for products/services.

Slide 14 mobile optimization strategies USE MOBILE SITE REDIRECTS A mobile site redirect is code that can automatically tell if visitors are using a mobile device and send them to the mobile-friendly version of your site. Have your site developer implement this redirect code so your customers get the best version of your site for their needs. Give users a choice to go back to the desktop site, but make it easy to return to the mobile site. Let users choose which version they prefer to see for later visits. Include key information, such as your address or a store locator, on the redirect page. LISTEN, LEARN AND ITERATE Good mobile sites are user-centric, which means they’re built with input from your audience. Use analytics to understand how people use your site. If possible, especially for complex sites, do user testing before implementation and collect user feedback after launch. Iterate often and continuously improve your site based on your research.

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mobile optimization strategies Mobile Optimization Recap Keep it Quick Simplify Navigation Be Thumb Friendly Design for Visibility Make it Accessible Make it Easy to Convert Make it Local Make it Seamless Use Mobile Site Redirects Learn, Listen & Iterate

Slide 16 Dining mobile experience is similar to the desktop experience. both pages render correctly on each device. List & Map Views Phone Numbers Active Quick View Features content

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currently in beta. hyper local campaign are set up so that ads automatically include city & state based on search location. function serves locally relevant ads. displays distance information. benefit users can easily click to see where your business is located on a map and click to call.   visual cue instantly helps customers who are on the go and close to a point of sale  hyper local targeting

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paid mobile opportunities campaign structure are campaign settings targeting all devices? manage budgets of mobile targeting separately from standard search mobile devices should be removed from search campaigns and added to separate mobile campaign keyword inventory keywords in mobile campaign should mirror best performing keywords from search network campaigns ad groups should contain 10-15 keywords each target shorter search query strings 1-3 word queries call tracking Google call metrics dynamic number rotation click-to-call tracking

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thank you! scott fish

Summary: SEMPDX Local & Mobile Search Strategies - 1-10-2012