optimizing your site for mobile search

Mobile Camp Montreal

Optimizing for Mobile Search

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Mobile SEO

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CT Moore

• Strategist / Acct. Mngr. with @NVI

• Mobile Biped @GypsyBandito

• Android User

• Search Marketer Since 2005

Mobile Search Trends

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• Increased 500% from 2008-2010

• Grew 50% in the first half of 2010

• From Q4 2009 to Q4 2010:o Android searches grew 10-fold o Worldwide searches grew 230%

• 10-15% of al search traffic is mobile

Source: Google


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Source: Performics, 2011


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32% Search More by Phone than by Computer



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Nearly Half of Mobile Users Search 20+ Times/Month


Smartphone Search Trends

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Smartphone Search Trends

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• 77% of users visit search engines the most

• 74% made a purchase based on smartphone search• 76% in store• 59% from PCs• 35% from phone

• 95% looked for local info and 88% took action w/in a day

• 9/10 searches result in an action• 24% of users recommend brand/product • 77% have contacted a business (61% call, 59% visit)

•79% of top advertisers don’t have mobile optimized website

Source: Google, 2011

Mobile SEO

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Agenda

• SEO Basicso Onsite vs Offsite

• Local SEOo Geo-Targeting Users

• Mobile SEOo Optimizing for Devices

SEO “101”

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INDEXATION + RELEVANCY + POPULARITY

• Removing any hurdle to the crawlers is key for a perfect indexation• Map your site architecture in accordance with semantic verticals to reach ideal relevancy• Balance the quantity, quality, aging & regularity of your linkgraph to maximize popularity

keyword research

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What Why• A relevant selection of the best combinations

of keywords for your site and industry•To understand where your site traffic to

your web site

•To understand which keywords have best search volume & conversion potential

How • With search volume data provided by Google Keyword tool

and other tools

• List of best keywords associated with themes and sections/sub-sections/pages of your pages

• Full list of keywords with search volume data, separated by themes

• A suggested sitemap with URLs, meta descriptions, page titles & targeted keywords to optimize to all associated pages

Deliverables

keyword research

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Google Adwords Keyword Tool

• Competition

• Global Search Volume

• Local Search Volume

• Average CPC

OnSITE SEO

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The 3 Basics

• Page Titles

• Meta Descriptions

• Copy & Content

OnSITE SEO

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Page Titles – 65 Characters

OnSITE SEO

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Meta Descriptions – 150 Characters

OnSITE SEO

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Page Copy / Content

• Unique Content

• 250 words min (suggested)

• Headers (H1, H2, H3 tags)

• Bullet Lists

• 2-5% Keyword Density

OFFSITE SEO

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What Why• On an ongoing basis, building authority and

popularity to the site•to increase keyword ranking results

How • Leveling powerful links of major competitors• Bartering with well ranked industry niche sites• Links from existing partners• Compensation-driven links from blogs & niche websites• Free / Paid useful Directories & Forums links• Links from the NVI network of corporate & blog sites• Widget deployment• Social News Optimization of content

• Link acquisition report• Rankings report• Traffic report

Deliverables

OFFSITE SEO

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Source : SEOmoz Search Ranking Factors 2009

SEO Off-site represents 66% of the Search Ranking Factors

LOCAL SEO

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Reminder…

• 95% looked for local info

• 88% took action w/in a day

Source: Google, 2011

LOCAL SEO

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Overview

• The 7-Pack

• Onsite Optimization

• Local Listings

• Reviews

LOCAL SEO

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The 7-Pack

LOCAL SEO

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Onsite Optimization

• Page Titles

• Meta Descriptions

• Content / Copy

• Contact Info

• Micro Formats

LOCAL SEO – MICRO FORMATS

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LOCAL SEO

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Local Listings

• Google Business Listings

• YellowPages.ca

• Yelp

• Contact Consistency

• Reviewso User Nameso IP Addresses

MOBILE SEO

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MOBILE SEO

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Overview

• Basics of Mobile Optimization

• Transcoding & Conversions

• Mobile Checklist

• Free Tools

MOBILE SEO

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MOBILE SEO

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Transcoding for Mobile• When there is no mobile version…

• Depends on Device

• Normal Search Result

• Scraped Version of Page

• Temporary URL

• on Subdomain of Search Engine

• http://www.google.com/gwt/n

MOBILE SEO

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MOBILE SEO

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Avoiding Transcoding

• Prepare Mobile Versiono XHTML Basic

o XHTML Mobile

o Mobile CSS

• Detect User Agent

MOBILE SEO

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Why Avoid Transcoding

• Mobile SERP Icon

• More Visits / Higher CTR

• User Experience

• Conversions

• Tracking / Analytics

MOBILE SEO

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Checklist

SEO Basics (Conventional & Local)

Create Mobile CSS (handheld.css)

Plan for the iPhone (iphone.css)

Mobile Sitemap (Google Webmaster Tools)

Clean Code (JavaScript, images, etc…)

MOBILE SEO

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Free Tools

• Google Adwords Tool

• Web Design Toolso Web Developer Extension for Firefoxo iPhoneyo Opera Mini Simulator

• Wordpresso WPtoucho Onswipe

CONTACT COORDINATES

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OUTRO

Questions? Drop Me a Line...

• Email: • [email protected]• [email protected]

• Site: NVIsolutions.com• Blog (EN): NVIsolutions.com/BLOG• Blog (FR): Go-Referencement.org

• Twitter: @nvi – @gypsybandito

optimizing your site for mobile search

Technology

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