MOBILE ORGANIC SEARCH DATA FOR OPTIMIZING & REPORTING

www.gShiftLabs.com

Are your SEO strategies and SEO conversations mobile ready?

NICE TO MEET YOU…

About Krista

• Cofounder & CEO at gShift

• SEO: writing and speaking about, building technology for, and leading teams that perform since 15 years

• Ontario Chair of SEMPO Canada

About gShift

• SEO software technology for SEO Agencies & In-House teams

• Founded in 2009

• “Changing the way people think about and perform organic search.”

• Thousands and thousands of web presences.

I WANT TO HELP YOU…

Discover opportunities to optimize, the mobile aspect of a web presence, for organic search, through data.

Look at three SEO data points from a mobile perspective:

1. Keyword Research2. Search Position by Device3. Goals & Conversions

Ensure your SEO strategies and conversations are mobile-ready.

WHY DO WE DO SEO?

• No guarantee anything will work.

• Unknown timeframe.• Uncontrollable factors.• Google’s ever-changing

algorithm.• Difficult to prove ROI.

So why do we do SEO?

1 Billion Google Searches Every Single Day!

EVERYONE LOOKS AT THE ORGANIC SIDE OF SEARCH

94% of Searchers Click on the Organic Side of Search?

IT’S ABOUT UNDERSTANDING BEHAVIOR & DEVICE

METRICS

Your Content; Your Web Presence

Definitions of Organic Search

METRICS

“The long-term discoverability of a brand in search and social, regardless of device or algorithm change.”

“The discoverability of a brand’s web presence asset by the prospect, on any device, at any point in their buying cycle.”

“The on-going process of discovering and uncovering highly converting unbranded keywords that are driving organic search traffic and conversions.”

% Share of Organic Search Visits

At SES San Fran last week, Matt Cutts said…

“Mobile is probably growing faster than anyone in the room expects. Mobile traffic to Google will surpass desktop traffic to Google pretty soon – not in weeks or a few months… but soon.”

% Share of Organic Search Visits

• 6,000 web presences• Mobile Organic Search Traffic from August 2013• What is the average percentage of organic visits to 6,000 web presences

from mobile devices?

Mobile: 23.5%

Non-Mobile: 76.5%

Source: gShift

Low: 0.5%High: 54%

RELEVANCE

MOBILE-READY SEO STRATEGY

1. Does search behviour differ on mobile compared to desktop?

2. Are the Conversions different and why?

3. How do you ensure your SEO Strategies are designed or being executed to take 24%+ of your audience into account?

4. How do you report on it?

THREE MOBILE SEO DATA POINTS

1.Keyword Research

2.Keyword Position Data by Device

3.Goals & Conversions

#1. KEYWORD RESEARCH

KEYWORD RESEARCH

1. Shorter Tail Searches2. We’re Lazy and Impatient on Devices3. Keyword KlustersTM

4. Factor the Keyword Kluster in to Content Marketing

WE’RE LAZY ON MOBILE DEVICES

KEYWORD KLUSTERSTM

#2. KEYWORD POSITION DATA BY DEVICE

KEYWORD POSITIONS BY DEVICE

#3. GOALS & CONVERSIONS

GOALS & CONVERSIONS

Don’t even start doing SEO until GA Conversions are set up.

ONE MORE TEENY TIP…

“I wouldn’t be surprised if we soon take mobile page speed into account for SEO.”

- Matt Cutts.

THANK YOU!@KristaLaRivere

@gShiftLabs

Join the discussion at SEMPO Canada on LinkedIn