Life on mobile. Practical local seo

transcript

Life on mobilePractical Local SEO

Friday, 13th May 2016

IntroductionGerald Murphy

Sections of this presentation

Life on mobile,Practical Local SEO

Mobile user behaviour

Boring history (good for predicting

the future)Future of search

An overview of local search

Origin of mobile

1928One-way wireless communicationCar and mobile radioGlavin Manufacturing Corporation• S

oon Motorola

1940Two-way wireless communicationHandie-Talkie (late 1940)Walkie-Talkie (1942) BackpackUS Army Signal Corps

Copyright granted for reuse by Matti Mattila

Fast-forward to 1991

• In 1991, Mark Weiser, a US scientist, coined the terms:› Inch-sized computer

› Mobile› Foot-sized computer

› Tablet› Yard-sized computer

› Web-enabled TV

Mobile was mapped out

Organisation for Economic Co-operation and Developmentsaid in June 2010 mobile had:

1.5 times fixed broadband

Mobiles

• Most personal and confidential piece of technological device

• Used in active or personal contexts and activities in a natural and dynamic way

• Used in a variety of situations:

The here and now

Rush While commuting

To fill idle time While queuing

At homeComfortably sitting on the

What do we know about mobile?

Mobile is one of the most under-researched

areas, academically

What do we know about

mobile?

What we know about mobileLots of things, or is it?

Visually the same as desktop

F-shaped pattern

• We scan webpages in a F shape• Have you ever seen a navigation bar on the right hand

The drop is no surprise

Right-hand PPC ads removal has aligned search

http://www.brightedge.com/blog/google-four-ads-on-top/

Size of screen does not matter

Social activity

Reduces button tapping accuracy

by 30%

Clutter free

High-end mobiles are similar to

desktop searchers

Good abandonment is

higher

~70% of searches in work or at home

Mostly static searches

Visually the same as desktop

Size of screen does not matter

Social activity

Reduces button tapping accuracy

by 30%Clutter

freeHigh-end mobiles

are similar to desktop searchers

Good abandonmen

t is higher

~70% of searches in work

or at homeMostly static

searches

Mobile has come a long way!

• Blood pressure monitors• Skin conduction• Respiration sensors

In 2001

81% accuracy

Mobile merges properties

LengthBreadth

Height

One thing search engines are now attempting to do,

through apps, is to enhance mobile search

software as manufactures enhance

hardware

Google Now on Tap

• Mobile hardware has positively evolved– Smaller, thinner handsets– Better cameras etc

• Now attempts to evolve mobile software through search using an App

• Integrated with Google Now– Get recommendations (aiding

Google to better personalize your content)

– Carry out further searches directly in a third party app

Task continuation is important on mobile

devices

Keywords

Mobile keywordsWe were more concerned about minimizing the

number of typed search terms

Mid noughties, average number of search queries

was 16 characters

Conversational search (shifted the SEO landscape more toward long tail keyword

optimization)

Keywords

EnvironmentGender

Age LocationCulture

Linguistics Voice search

Use of words and phrases

KeywordsUse of words and phrases

iPhone

Mobile technology explosion

1 or 2 words?

What the hell

happened?

Voice search is going to diminish the searcher’s use of

incorrect keywords and therefore impact exact phrase

keywords

Categorising search queries

• When we search we often think of things we do not type

Samsung Galaxy Edge 7

Cognition

subjective reviews on

comprehensive information

Exhaustive Comprehensible

Objective Subjective

Concrete Abstract

We often think with

these keywords but we do not type

Semantically, renaming search queries

Direct[subjective 5 star hotel in

Miami]

Transformed[review latest blackberry

handset]

None[blackberry]

No more informational, navigational, transactional, connectivity

(uniqu

(overl

apping

Difference between typed and voice search queries and their

component words

Typed queriesVoice search

Transactional Informational

Mobile

Boredom and mobile interaction.

More indicative of boredom

Switching phone on

Changing screen orientation

Not so indicative

Social network notifications

Frequency of open notification centre

Change screen status

App launches

Charging time

Amount of transmitted data

Active search for stim

Analysing if we are bored

Google Now

• There:› to support task continuation› help bored searchers

Purpose for mobile search

Boredom state

I don’t like, I’m bored

Boredom trait

I used to like, but now I’m bored

Boredom and search

• Mobile has an ephemeral nature.

Evoked by an urgent need

When is the next bus home?

Location-based filteringSemantic tools

Boredom and search

Triggered by desire to fill idle

timeFunniest cinema movies

Mobile-tailored contentSocial tagging

Boredom and search

Prompted by an event, situation,

no need to fillWhich cinema shows the

film I just seen the announcement about?

Ephemeral need, response is not yet

needed

Local SEO

Requirements

• Physical store (address)• Localised phone numbers• Personalised, unique content per location/store• Store directory• Static store page

Homepage

Store directory

London Manchester Glasgow

Local search engines

• Local search engines do not offer an advantage over a global search engine

• Google had the highest recall score (42%) compared to local search engines

• Search engine indexes are completely different

All The Web Hot Bot

Google Altavista

Wisisimo Excite

NZExplorer

SearchNZ

Search Now

Meta search

enginesLocal

search engines

Global engine, behaviour and bias

• We often click on Points of Interest (POI) up to 3,000 meters away

• Engines prefer to rank stores that are within 2,000 meters away

We look local

• Implicit and explicit geo searches

• 30% reduction in performance tapping buttons when walking– When we walk our arms move vertically– This is why voice search exists

Click-through rates

Our behavior changes depending upon transport method

Our search behaviour changes on public transport– Stronger observation on public transport– Momentarily passes on the street

• Not an issue• Continue walking• Unwanted attention quickly passes

Local SEO, aligning with PPC?

• Engines may soon process mobile queries like PPC, whereby:– Location– Time of day– Day of week– Weather conditions– Current activity of user– Temporal patterns (i.e. weekday vs weekend)

• Will be factored into a mobile search

Let’s go, local SEO…

Thank you, Graham Charlton

Set up a Google My Business account

Free and easy to use

Bulk upload locations

Impression data to refine your

campaign NAP

Have a fast, responsive website

Conduct extensive keyword research

Use Google Search Console

FreeManual penalty checker

Impression share by device

Schema

Understanding your audience

What content is your audience

looking for?

Linguistic consideratio

Google Maps

Claim your physical address

Keep up-to-date with SEO algorithms

Flourish on a store page

Personalised content

Embedded Google Map*

*UK market

Directions

Advanced on-page SEO

Hilary Clinton

Democrats

US president nominee hopeful

America

New York

Washington

Write for your physical

audienceThink

long tailQDF and

evergreen content

Links, all types

Scanable content

References

• Kato, M.P., Yamaoto, T., Ohshima, H., and Tanaka, K. Cognitive search intents hidden behind queries: A user study on query formulations. WWW ‘14 Companion

• Schilit, B. N. Mobile computing: Looking to the future. Computer.• Gomez-Barroso, J. L. Factors required for mobile search going mainstream. Online

Information Review. 36(6)• Xu, Z., Luo, X., Yu, J., and Xu, W. Measuring semantic similarity between words by

removing noise and redundancy in web snippets. John Wiley & Sons Ltd.• Matic, A., Pielot, M. and Oliver, N. Boredom-computer interaction: Boredom proneness

and the use of smartphone.• Lane, N., Lymberopoulos, D., Zhao, F., Campbell, A. T. Hapori: Context-based local

search for mobile phones using community behavioural modeling and similarity. Ubicomp.

• Goldsten, J., Kantrowitz, M., Mittal, V., and Carbonell, J. Summarising text documents: Sentence and evaluation metrics.

• Crossan, A., Murray-Smith, R., Brewser, S., Kelly, J., Musizza, B. Kelly, S.Gait phase effects in mobile interaction. CHI 2005.

• Vang, K. J. Ethics of Google’s Knowledge Graph: Some considerations. Journal of Information, Communication and Ethics in Society.

• Pielot, M. Dingler, T. Pedro, J. S., and Oliver, N. When attention is not scarce – detecting boredom from mobile phone usage. Ubicomp.

• Kamvar, M. and Baluja, S. A large scale study of wireless search behavior: Google mobile search. CHI.

• Lei, Y., Uren, V., Motta, E. SemSearch: A search engine for the semantic web.

Key readings

The future of search

Mobile will kill links

Mobile will bring use closer to the searcherLinking technology with the searcher

Link-less worldMobile

Conversational searchArtificial

Intelligence

Sweat glands

Technology

Predictive search

Semantics

Internet of Things

Semantics, technology and mobile

Snippet length

Query type, mobile

Summary

Mobile is HUGE

Mobile is under-

researched

Mobile behvaiour is

complexGoogle Now

on Tap

Evoked by an urgent need

Triggered by desire to fill

idle time

Prompted by an event, situation, no need to fill

Practical Local SEO tips

Think of the future

Thank you!

Life on mobile. Practical local seo

Marketing