LOCAL

MULTI-DEVICE

> “MOBILE”

CONTENTSTRATEGY

ANALYTICS

INTRODUCTION2013 Will Be The Year Mobile Search Begins to Exceed Desktop Search

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TRENDS

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1. Mobile Growth and Device Adoption

2. The Word “Mobile” is Becoming Outdated

3. Tablets Will Likely Replace Majority of Desktop Use Cases

4. HTML5 & Responsive Web Design Continues to Grow but Has Challenges

5. Mobile Ecommerce is Growing

1. MOBILE GROWTH AND DEVICE ADOPTION

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2. THE WORD “MOBILE” IS BECOMING OUTDATED

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http://bradfrostweb.com/blog/web/responsive-web-design-missing-the-point/

3. TABLETS WILL REPLACE MAJORITY OF DESKTOP USE CASES

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DESKTOPS&

LAPTOPS

4. HTML5 & Responsive Web Continues to Grow but Has Challenges

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HTML5

5. Mobile Ecommerce is Growing

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5. Mobile Ecommerce is Growing

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MOBILE SEO PLAYS

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1. Understand the impact of mobile on your business

2. Start tracking mobile search behavior and get user-centric

3. Understand mobile search patterns

4. Segment your traffic, keywords, content and users

5. Plan for mobile first

6. Build your content marketing strategy around mobile

7. Optimize for mobile devices

8. Build a mobile content ecosystem

PLAY #1: UNDERSTAND THE IMPACT OF MOBILE ON YOUR BUSINESS

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Critical Questions to Answer

What is the impact of local?

What is the traffic breakdown by devices?

How does engagement differ by devices?

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This will be fairly obvious for your business but deciding early whether you need to optimize for local search will have a big impact on your content strategy.

Many companies are just beginning to measure the breakdown of traffic by device. Important KPIs to measure include not only traffic by device type today but, more importantly, month over month growth rate by device type.

You need to measure not only engagement and conversions broken down by device but also whether there is shared behavior between devices by a single user.

PLAY #2: START TRACKING MOBILE USER BEHAVIOR AND GET USER-CENTRIC

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How does engagement differ by devices per user?

Can you answer:

PLAY #2: START TRACKING MOBILE USER BEHAVIOR AND GET USER-CENTRIC

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PLAY #2: START TRACKING MOBILE USER BEHAVIOR AND GET USER-CENTRIC

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PLAY #2: START TRACKING MOBILE USER BEHAVIOR AND GET USER-CENTRIC

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PLAY #3: UNDERSTAND MOBILE SEARCH PATTERNS

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Globally Your Business

Benchmark Your Business Against Mobile Search Patterns Globally

Local Search Queries

Retail-related Queries

Branded Queries

Queries with Purchase Intent

PLAY #4: SEGMENT YOUR TRAFFIC, KEYWORDS, CONTENT & USERS

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Segmentation is critical to building SEO strategy

Content Strategy

KeywordSegmentation

TrafficSegmentation

UserSegmentation

ContentSegmentation

PLAY #4: SEGMENT YOUR TRAFFIC, KEYWORDS, CONTENT & USERS

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KeywordSegmentation

TrafficSegmentation

UserSegmentation

ContentSegmentation

Location

Devices

Traffic Sources

Conversions

HTML

Video

E-Books

Images

Apps

Branded

Head

Long Tail

Campaigns

Competitive

Demographics

Behavior

Social Networks

LTV

Psychographic

PLAY #5: PLAN FOR MOBILE FIRST

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Responsive Web Design vs. Separate Sub-domains

Content Consumption on Smartphones vs. Tablets vs. Desktop

Mobile Design Patterns

The CloudC

Mobile Strategy Pyramid

PLAY #6: BUILD YOUR CONTENT MARKETING STRATEGY AROUND MOBILE

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Offsite / Multi-channel content

Plan for mobile distribution

Consider app strategy

New measurement platforms are required

Email is Critical - Targeted email essential

Executive & Organizational Buy-In

Build Mobile KPIs as part of your organization

Competitive Benchmarking

Budget Creation

Editorial Calendar

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PLAY #7: OPTIMIZE FOR MOBILE DEVICES

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Optimize for Performance and Usability

Encourage & Enable Shareability

Optimize for Local (if relevant)

Stop using Flash

Fix metadata

Aim for Top 3 and Universal Search Placement

Decide on Responsive vs. Mobile Site

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PLAY #8: BUILD A MOBILE CONTENT ECOSYSTEM

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CONTACT GINZAMETRICSNorth AmericaGinzamarkets, Inc.444 Castro Street, 12th FloorMountain View, CA 94041+1-888-469-2707

Email: hello@ginzametrics.comVisit our website: www.ginzametrics.com

AsiaGinzamarkets, K.K.Shiodome Shibarikyu Building 21F1-2-3 KaiganMinato-ku, Tokyo 105-0022Japan+81-3-6893-5580

Email: hello-jp@ginzametrics.comVisit our website: www.ginzametrics.jp