1. Mobile Search Engine MarketingRob Stokes – 10 August 2010 Credit: Stuck in Customs http://www.flickr.com/photos/stuckincustoms/

2. Mobile advertising constitutes <1% of global adspend

3. And yet there are 3 times as many mobile phones as there are televisions

4. Growth!

6. Mobile search is growing fast

7. Google reports mobile queries are up 500% in 24 months

8. Mobile searches on Android up 300% from last year

9. Google SA receives 2 000 000 queries per day on mobile

10. In fact 25% of all Google searches in SA are mobile

11. On the weekend, this rises to 65%!

12. What makes mobile searchers different?

13. Mobile users snack on the internet in small sessions

14. They generally access the web when they need a quick, instant answer

15. They are always in a rush

16. Are often moving

17. Far more goal driven

18. And are doing it all on a much smaller screen with a really poor input device

19. This means that the way they search is very different

20. Majority of mobile searches are navigational, rather than informational, in nature

21. Mobile users know what they are looking for, they just need to know where to find it.

22. And if they don’t know what they are looking for, they tend to use shorter, more generic phrases – no fluff!

23. Therefore brand and product (even competitor) names are more important than generic category queries

24. Smart phone users are substantially more likely to search

25. Nielsen reports that mobile users are highly “search dominant”. The use search to navigate even if they already know the site they want to get to.

26. This means that at the very least, you need to get the basics right around your brand queries

27. Anatomy of a mobile SERP Credit: mollycakes http://www.flickr.com/photos/mollycakes/

32. Mobile SEO Credit: gaspi *yg http://www.flickr.com/photos/gaspi/

33. Search engines strive to deliver the most relevant, useful results based on the query and other available data

34. In mobile, this includes location…!

35. Personalised search is more pronounced on mobile (if you are logged in…)

36. However search engines also have less site history, traffic and inbound links to use as ranking factors

37. Higher ranking is much more important on mobile as there are few (if any!) listings above the fold

38. Local listings are CRITICAL for local businesses. If you’re not there, you are not going to be found.

39. Inbound links are still important but less important than conventional search

40. High quality, relevant, keyword rich, properly formatted content is vital

42. Not behind a login or https

43. Mobile XML site maps

45. Use location modifiers in tags and content

47. Detect, redirect and link between the two

48. Universal search is growing: don’t forget the non text verticals (image, video, product, news, etc.)

49. Adwords on Mobile Credit: Caro Wallis http://www.flickr.com/photos/carowallis1/

50. Don’t just flick the mobile switch, a separate campaign should be set up for mobile users

51. Use the same architecture and tweak over time

52. Start with a lower CPC than your desktop campaign and adjust up. Mobile is generally cheaper, but can be more risky.

54. OS

56. Mobile ads are shorter than a normal text ad – only 18 characters width and only 1 description line, not 2

57. Use phone numbers in adverts – mobile users like to call!

58. Retest conversion rates of all keywords – some are better for mobile, some are worse.

59. Reduce expectations: users are less likely to purchase from a mobile device so give them a reason to come back on desktop or share (tweet, SMS share, email to friend)

60. Mobile Landing Pages http://www.flickr.com/photos/linhngan/3101950593

61. What comes after the click is much more important on mobile

62. A more impatient user with less space to impress them

63. Optimise your landing pages/site for the mobile browser

64. Remove non essential images – they take up screen space

65. Include a phone number high on the page

66. Use contrasting colours and simple fonts – a clean design is vital

67. Organise content into short lists and bold important terms

68. App Store Search http://www.flickr.com/photos/jblndl/45769316

69. 5 Billions Apps downloaded – this is important

70. But with hundreds of thousands of apps, you still need to be found

71. Use keywords in the app name and copy

72. Encourage reviews

73. Time your promotion to boost popularity fast

74. Promote the app through social channels and relevant communities

75. Enticing screenshots encourage the download

76. Offer a “lite” or “free” version to boost popularity

77. Questions? Credit: Oberazzi http://www.flickr.com/photos/oberazzi/

78. Thank You www.quirk.biz rob@quirk.biz