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