ashley berman hale "seo alchemy: location-based mobile search" - mozlocal 2017

NOT-QUITE SCIENCE

Be FastBe Friendly

Be Clear

Be Awesome

MOBILE // SEARCH ORIGIN

IPHONE V. ANDROIDSEO Alchemy // Location-Based Mobile SEO @bermanhale

SPOTLIGHT V. GOOGLE NOWSEO Alchemy // Location-Based Mobile SEO @bermanhale

APPLE MAPS V. GOOGLE MAPSSEO Alchemy // Location-Based Mobile SEO @bermanhale

TEST OFTEN, TEST LOCALLYSEO Alchemy // Location-Based Mobile SEO @bermanhale

DATA DIFFICULTIES Personalization

Search Origin

Tool Fails

SEO Alchemy // Location-Based Mobile SEO @bermanhale

MOBILE DATA IN GSC

SEO Alchemy // Location-Based Mobile SEO @bermanhale

MOBILE DATA IN ANALYTICS

SEO Alchemy // Location-Based Mobile SEO @bermanhale

MOBILE // VOICE SEARCH

“Voice search is three times more likely to be local-based than text search”

20% of all searches have voice intent Google I/O 2016

SEO Alchemy // Location-Based Mobile SEO @bermanhale

SEO Alchemy // Location-Based Mobile SEO @bermanhale

SEO Alchemy // Location-Based Mobile SEO @bermanhale

Write Naturally

Anticipate Queries

Use Structured

Data

Be more successful with voice search

SEO Alchemy // Location-Based Mobile SEO @bermanhale

MOBILE // MAPS & KNOWLEDGE GRAPHS

GOOGLE

APPLE

HTTPS://MAPSCONNECT.APPLE.COM/

SEO Alchemy // Location-Based Mobile SEO @bermanhale

google.com/business >>schema.org/LocalBusiness

Complete business

listing

SEO Alchemy // Location-Based Mobile SEO @bermanhale

Business NameURLHoursAddressTelephoneLogoPhoto

Baseline attributes

SEO Alchemy // Location-Based Mobile SEO @bermanhale

LOCAL BUSINESS PLACE ACTIONSPlace Actions• In beta; submit interest :

goo.gl/pF2oIy • Knowledge Graph actions without

3rd party app reliance

Sample Actions• OrderAction• ReserveAction

In addition to baseline LocalBusiness markup

SEO Alchemy // Location-Based Mobile SEO @bermanhale

MOBILE // CONVERSIONS

MOBILE INTENT IS DIFFERENTGet quick

informationGet to the

brick & mortar

Convert on the go

SEO Alchemy // Location-Based Mobile SEO @bermanhale

<script type="application/ld+json">

{

  "@context": "http://schema.org",

  "@type": "LocalBusiness",

  "telephone": ”+1-919-555-4895"

}

</script>

CLICK TO CALL• No images• Valid code• Use the tel: to link• Integrate with

business markup• International

dialing format

<a href="tel:+1-919-555-4895">+1 (919) 555-4895</a>

SEO Alchemy // Location-Based Mobile SEO @bermanhale

MOBILE CRO

Awesome image ^ by GoodUI.org

Shorter formsSmarter keyboards

Pay integrationBailout options&

SEO Alchemy // Location-Based Mobile SEO @bermanhale

MOBILE // APPS + SOCIAL + MORE

MOBILE APPS BY VERTICALSEO Alchemy // Location-Based Mobile SEO @bermanhale

SEO Alchemy // Location-Based Mobile SEO @bermanhale

MOBILE SOCIAL Skip the dev Respond quickly Show brand personality Harvest social data *Make sure to test social

platform browsers

SEO Alchemy // Location-Based Mobile SEO @bermanhale

BEACONS

placetips.fb.com/beacons

SEO Alchemy // Location-Based Mobile SEO @bermanhale

MOBILE // THE FUTURE

Data ConsciousAMP

PWAsInstant Apps

Functionality

Visibility

Speed

SEO Alchemy // Location-Based Mobile SEO @bermanhale

Structured Data

Fast

Flexible

Modular

Browserless

SEO Alchemy // Location-Based Mobile SEO @bermanhale

THE CLOUD

SEO Alchemy // Location-Based Mobile SEO @bermanhale

SECURITY & ACCESSIBILITYNew Technology = New Exploits

Next 1B users

SEO Alchemy // Location-Based Mobile SEO @bermanhale

NOT-QUITE SCIENCE, BUT…?

Fin, baby!