Rich Devine
twitter:@richdevine
richd@zaaz.com

Owned Media
Creative | UX | Design | Site Analytics
Site Testing | Behavioral Targeting
Bought Media
Paid Search | Display | Bought Media
Analytics
Earned Media
SEO | Social | Earned Media Analytics
180 Employees
8 Offices
4 Countries
3 Continents
1 World-Famous Jaeger Machine
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ABOUT ZAAZ
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FIRST THINGS FIRST
MOBILE SEARCH IS
DIFFERENT
1. Same Index for Full Site & Mobile Site
2. Different Results
3. It’s all about relevancy – place, intent, device, person, history
4. Media is Splintered – and so is Search
5. Splintered for the marketer – sensible paths for the user
6. Success is predicated on finding actionable paradigms that
acknowledge new search behavior, functionality, and device
implications
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1. Search Paradigms – Yesterday & Today
2. Mobile is Local
3. Local is Social
4. Search Optimization vs. Search Engine Optimization
5. ‘How-to’s’ and ‘think-abouts’ for mobile search optimization
6. Analytics for Mobile Search is really just Good Analytics
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OLD SEARCH FUNNEL
PARADIGM
Keywords
Product/Geo
Keywords
Brand Keywords
Category Keywords
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NEW SEARCH FUNNEL
PARADIGM
Keywords+Device+Locale
Stationary Device
Mobile Device
Local Search
Hyper-Local
Product/Geo
Keywords
Brand Keywords
Category Keywords
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OLD PILLARS OF SEO
1. PARADIGM
Usability
(Architecture)
Analytics &
Relevance Optimization
2. (Keywords)
Popularity
(Authority)
3.
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UNIVERSAL SEARCH
MORE THAN ORGANIC RESULTS
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UNIVERSAL SEARCH
PARADIGM
• Organic Site Results
• News
• Images
• Social Content
• Video
• Local/Maps
• Music
• Shopping
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Results are unique to the individual.
– Historical user behavior affects your search results
– Terms most frequently appended with geo-terms will trigger
blended local search results.
– Your login sessions change your results (Facebook, Gmail)
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UNIVERSAL SEARCH
MORE THAN ORGANIC RESULTS
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UNIVERSAL SEARCH
MORE THAN ORGANIC RESULTS
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NEW PILLARS OF SEO
1. PARADIGM
Usability
(Architecture)
Analytics &
Relevance Optimization
2. (Keywords)
Hyper Local
Popularity
(Mobile-Social)
(Authority)
3. Mobile-Local
5.
4.
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UNI-LO-SO SEARCH
(A BUNCH OF DIFFERENT SH*T THAT GOOGLE THINKS IS
RELEVANTWHERE YOU ARE)
Organic
Results
Maps
News
Social
Local
Hyper-Local
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‘UNI-LO-SO’ ECOYSTEM
A NEW PARADIGM
Web Search (Universal)
– I‟m learning about, and where
Mobile Search (Local)
– Different Results than web;
relevance based on locale
Hyper Local (Social)
– Discovery and Expression of
local/social content via mobile
“when you get there”.
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• Yellow Pages
• Direct Mail
• 411
• Newspaper Reviews
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LOCAL SEARCH DIRECTORIES
YELLOW BOOK (Google Places, Dex, InfoUSA)
NEWSPAPER REVIEW SITES
(Yelp, Urban Spoon, Amazon)
REVIEWS
POINT OF SALE SOCIAL ACTIVITY TARGETING
(Google Hotpot, Facebook Places,
Foursquare, Groupon, LivingSocial)
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• Always on Location Awareness.
– Proximity based advertising
• Product /SKU Based Proximity
– Similar to current Service based results
• Social Integration with Web based Search
Results. (Ranking Factor)
• WOM recommendations based on past
activities and friends recommendations
• Augmented Reality
– (Yelp Monocle)
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Who is the winner?
Who is the loser?
Does big-brand
strength matter for
SEO?
What does this have
to do with mobile?
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Mobile – I’m in a
place, what’s near?
– Mobile results different: built off of
local search + geo-location
– Proximity is key consideration Barbeque
– Maps & Apps become search
engines
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I’m here, transact & share?
Monetize your mobile efforts
– POS Activity
• Scan app or mobile site coupons
• Incentivize 4square or FB check-ins / activities
– Promote loyalty
• QR code offers for future visits
• Wifi usage w/ mobile device offers
• Retarget Facebook check-ins with FB ads
– Reinforce reputation / positive reviews
• “Yelp Loves Us,” “Top on Urbanspoon,” “Best of Citysearch”
• Encourage positive WOMM by incentivizing UGC
• CUSTOMER SERVICE!!
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‘UNI-LO-SO’ ECOYSTEM
A NEW PARADIGM
Web Search (Universal)
– I‟m learning about, and where
Mobile Search (Local)
– Different Results than web;
relevance based on locale
Hyper Local (Social)
– Discovery and Expression of
local/social content via mobile
“when you get there”.
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SOME EXAMPLES &
HOW-TO’S
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HOW-TO:
LOCAL LISTINGS
Regardless of keyword – Google thinks local:
Local Listing Page Verification for Search Engines
• Google Places, Bing Local Listing Center, & Yahoo! Local
Profile
• 2nd Tier Listings & Directories – drives added SEO value
• Link Value
• Reviews Value
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Trick:
LOCAL LISTINGS (GETLISTED.ORG)
• Method: Exclusively Mobile
• Intent: Guidance,
Recommendations and Sharing
• Example: 4square check-ins, Facebook
Pleas, Yelp check-in and reviews.
• Location Determination: GPS
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600 Dealers in Local Markets
– Best Practices Syndication Handoff
• FAIL: Local markets ignored guidance (like they usually do)
– Centralized Mandating and Implementation
• FAIL: Validation Failure
Implementation: Reached out to Adwords Rep – Adwords Rep put in
contact w/ place quality control to allow for mass modification and
implementation. (NOTE: Not a formal Google Service)
Key Takeaways:
• You don‟t have to be a Gyro shop – you just have to have local presence
• However you do it… do it.
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• Unique Geo- for Unique Local Content
• Micro-Formating
– H-cards
– Global Footer Address for single location.
– Separate Pages for multiple locations.
Accessible via sitemap.
• GEO Coordinates – Street Address Specific
• Hours of Operation
• User Reviews (Operationalize)
• Product: Price, Description, and Attributes
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Mapping Applications (pre installed)
– Apple iOS: Google
– Android: Google
– Windows 7 Phone: Bing
– BlackBerry: User Selected
A strong local listings presence ensures
placement in major map POI directories:
• Google Places for Business
• Bing Local Listing Center
• Yahoo Local Profile
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Desktop Mobile
“The content is the interface, the information is the interface, not
the‘computer administration debris’” (Tufte)
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MOBILE UX101
– Not ‘ubiquitous’ experience
• Mobile site should live on distinct sub-domain and be treated as it’s own
property and experience.
• Example: m.yoursite.com
– UX should meet mobile UX expectations.
• Focus on core activities that a mobile user needs, loose the superfluous.
• Degrade properly to appropriate mobile resolutions for tablet and phone
• Don’t force a ‘mobile’ experience – provide options
• Do not use incompatible technologies
– No Flash / Silverlight; HTML5 (HTML+JS+CSS) is cool.
– Video, if necessary, should be either YouTube embeds or h.264
– Think about Content
• Don’t be lazy on content – think about 1 : 1 content needs
• Search engines don’t have a mobile index and a www index
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vs.
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UserAgent Mobile?
NO
YES
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NO
UserAgent Mobile?
What’s the Risk for SEO? YES
• Duplicate Content?
• Loss of Link Authority?
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By using the m.url.com convention indicates intent to Google
that you are delivering a unique content experience.
A canonical tag could also be utilized to ensure the stationary
site is getting the authority.
UserAgent Mobile?
NO
Duplicate Content Problem? No.
Loss of Link Authority? No.
YES
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If you’re lazy, then just provide a
user-opt link to the www version.
Problem! The Search Engine
experience still breaks.
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• When searchers perform a browser-based query, they expect to view the
result that they click on….We want to avoid auto-redirect to the homepage
• Build a content matrix (server-side site map).
• If there is a mobile version for the page – display the mobile version.
• If there is no mobile version for that page, then serve the WWW version to
deliver expected user experience.
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“Cheap hotels Seattle”
WWW SEM ad serves unique
Seattle listings page
Mobile Browser
SEM ad redirects
to mobile home
page; user must
reenter criteria
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“Cheap hotels Seattle”
WWW SEM ad traffics to
Hotels.com Seattle
listings page
Mobile SEM ad traffics to mobile site;
user must reenter criteria
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• Create SEM unique campaigns:
• Duplicate your campaign (mobile version & www version.
• Downside – lots of campaign maintenance, duplicated effort
• Upside – mobile „targetability‟, campaign independence; mobile
and www versions perform based on their own merits.
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• 1:1 content marriage of between www and mobile site versions.
• Use a Server-Side Content-Matrix
• User agent detection serves device appropriate landing page version.
• Upside – low maintenance
• Downside – lack of campaign independence and flexibility between
mobile & www landing pages.
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Mobile Site Visits
Adoption Media Source Metrics
# App Downloads
Geo Distribution
Frequency
Time Spent Engagement
Depth (pathing/duration)
Retention
Conversions
Efficacy Efficacy of Media Sources
Other Transactions
Local Search Behavior
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Some Essentials
– First define what success means
– What are your business goals
– What are your respective goals for site & mobile
– Only focus on measuring and reporting metrics that align with goals
– The „Critical Few‟ vs. Data-Porn
– Can you make a decision from it?
– How does it affect the business?
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Definition: Monetization Model
“Custom-built, performance model that
assigns monetary values to key
customer behaviors in order to
understand and express the value of a
digital media channel.”

Monetization Model
Site Traffic
What is ‘Success’ here? Conversion

Monetization Model
Site Behaviors
‘Micro’ Conversions Conversion
(Key Digital Behaviors)

Monetization Model
Monetized Site Behaviors
$ $ $ $ $ $
‘Micro’ Conversions Conversion
(Key Digital Behaviors)

Monetization Model
Monetization for Mobile
$ $ $ $ $ $
‘Micro’ Conversions Conversion
(Key Digital Behaviors
attributed to Mobile)

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Measurement
• Looking at Mobile in a silo – apart from your site, invites
attribution danger
• Look to measure the success of the business first, then
look at the channel, or the device
• Understand integration & halo effects
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