Webinar- Mobile: The Untapped Gold Mine For Lowest Cost Search Traffic

transcript

@rio_seo / #localseo

TODAY’S PRESENTERSWarren RaischChief Customer Officer at Rio SEO

A business and thought leader with a vast experience working as a senior executive with leading High Tech companies including Apple, 3Com, HP and Adobe divisions as well as digital agencies including Digitas. Warren is also a McGraw-Hill published author in the Online Marketing space and a frequent keynote speaker at leading industry events. He has established global operations across more than 190 countries and has worked with some of the largest brands in the world developing and executing their digital strategies.

Jodie L RobertsDigital Marketing Manager at Fred Meyer Jewelers

Jodie Roberts is the Digital Marketing Manager at Fred Meyer Jewelers. She is responsible for leading the strategic direction of the Digital Marketing team and ensuring successful execution in a range of channels including Email, Social Media, PPC, SEO, Affiliate and Display Advertising.

Jodie recently moved to Portland OR from the UK, where she worked as a Mobile Experience Analyst for American Express and gained a wealth of experience in developing, testing and launching a range of mobile services for B2B and B2C audiences. When not at work, she can be found exploring Oregon with her husband and dog or dining at one of Portland’s many fantastic restaurants.

YOU WILL LEARN HOW

This shift to mobile has had a huge impact on local search results for multi-location business in retail, banking and service industries.

Optimized mobile experiences including mobile pages, listings, offers and store finders are proving to deliver the cheapest search traffic; often 90% less the SEM.

Managing and measuring mobile local search traffic will prove to be your lowest cost of search traffic and customer acquisition.

How to implement local mobile at scale for your multi-location business

THE WORLD OF SEARCH IS GOING MOBILE

MOBILE OVERTAKES DESKTOP

Mobile has overtaken desktop search for local search query volume

50% of all mobile searches have local intent

78% result in an offline purchase

Effective mobile search optimization = Accurate, complete business information

CONSUMERS SEARCH WITH LOCAL INTENT ACROSS DEVICES

CONSUMERS PURCHASE AT A HIGHER RATE AFTER LOCAL SEARCH

4 NEW MOMENTS EVERY MARKETER SHOULD KNOW

UNLOCK THE MOBILE TRAFFIC GOLDMINE

4 TIPS TO UNLOCK THE UNTAPPED LOW COST TRAFFIC GOLDMINE

1. Create a mobile user experience

2. Ensure your business is listed on search engines and directories

3. Monitor customer sentiment

4. Boost engagement with enhanced content and conversion elements

1. CREATE AN EXPERIENCE MOBILE USERS EXPECT

Responsive design for seamless experience

Mobile m. website for mobile content

Proper meta tags to tell search engines about separate mobile pages

Embedded media capabilities on mobile

Local search optimized store finder

1.1 How To Test If You’re Mobile Ready?

Google Mobile-Friendly Test www.google.com/webmasters/tools/mobile-friendly/

Check Google Search Console (formally Webmaster Tools)

Measure mobile analytics

Test your site on your phone

2. ENSURE YOUR BUSINESS IS LISTED ON DIRECTORIES

Local Citations – Over 50% of business search for business hours, directions and local addresses

Industry Citations – Local companies with a national footprint should look for industry-specific citations

Niche Citations – get brand mentions and co-citations on social outlets and the trade organization websites that their target market members belong to

Recent Reports:Big 3 Account for 96.3% of

US Search Traffichttp://rioseo.co/SearchEngineStats

(searchengineland.com)

2.1 OPTIMIZING YOUR LOCAL DATA

Name can include geo-modifier or service

Consistent address, local phone number across directories

Local business hours and specialty hours

Local descriptions to include services offered (i.e. fine jewelry, watches & accessories...)

Brand logo, storefront and product images

Social media links and additional local info

3. MONITOR YOUR CUSTOMER SENTIMENT

90% of consumers say their buying decisions are influenced by online reviews

Measure review sites that matter most for your business

Be active on responding to reviews and comments on various channels

Facebook comments engagement

4. BOOST ENGAGEMENT WITH APPS & INTEGRATIONS

People are spending an average of 30 hours per month engaging with their apps

Drive app downloads from local landing pages to gain insight into rich user data

Integrate additional elements for mobile users like Wallet (formally Passbook) or Google Wallet options for coupons/promotions

Facebook page feed

Passbook example

4.1 MEASURE CROSS-CHANNEL FOR LOCAL ROI

Measuring analytics from local landing pages on desktop and mobile

Monitor user click and search activities for granular insight into mobile behavior

Integrate local promotions, coupons or downloads to drive conversions

Measure conversions from online to offline with unique promo codes

LOCAL SEARCH INSIGHTSMobile search traffic is attributing over 65% of all traffic to clients with local landing pages

A recent client study showed that companies are attracting qualified traffic at less than $0.10 per click from organic search using local SEO

Less than 10% of retailers have optimized their mobile finders for best user experience and search visibility

Less than 11% of mobile ads in Bing are mobile optimized

Optimizing mobile pages for both search and user experience gives you the best chance of garnering very low cost mobile search traffic.

WHAT’S NEXT? As the proliferation of beacons, wearables and other smart devices continues to grow, the importance of the ‘mobile moments’ mindset becomes increasingly important.

INITIATING A LOCAL MOBILE STRATEGY

START WITH A LOCAL AUDITScan for business listings on search engines and directories

Check your local rankings for each market you are present

Test your website to see if it is currently “mobile-friendly”

Measure your reviews and ratings for customer sentiment

Assess your web analytics for insights into mobile vs. desktop traffic and conversions

IDENTIFY KEYWORD STRATEGY

Analyze keywords with high query volumes to inject in content and listings

Hyperlocalize content for each location for increased user experience

Measure ranking over time for non-branded terms to continue keyword strategies

LAUNCH YOUR LOCAL MARKETINGUtilize a scalable local CMS that can meet your business needs and objectives

Have flexibility to collect unlimited local data around each business including media, social profiles, and more

Allow seamless integration between current internal platforms for business data management

Have ability to create and manage your store finder and local landing pages

DRIVE ROI WITH LOCAL REPORTING

Analyze keywords with high query volumes to inject in content and listings

Hyperlocalize content for each location for increased user experience

Measure ranking over time for non-branded terms to continue keyword strategies

TAKEAWAYS It’s imperative to know how your brand stands today in terms of mobile experience and local search visibility

Being effective in mobile takes an umbrella approach across SEO, directory listing consistency, user experience, and reputation management

Brands can go beyond SEO with integration to cross-channel initiatives like loyalty programs, social feeds, and app downloads

Multi-location brands need technology to scale efforts and take ownership of their local search success

THANKS FOR JOINING!For News, Case Studies and Press visit Rio SEO online at

www.RioSEO.com / 858.529.5005 / @rio_seo / #localseo