Mobile Search:Challenges and Maximizing Traffic
Lauren MacPhail
Lauren MacPhail@LaurenMacPhail
Director, Search and Growth Marketing @ Macy’s- 9 Years in Digital Marketing- Agency/B2B/B2C across all tactics
2016 Is The Year Of Mobile…Again
We Know It’s Important.
Site/Organic Basics
Mobile-Friendly &Usability Score=80+
Paid Search Basics
Then This Happened
HUGE Bucket Shifts
May-15
Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15-40%
0%
40%
80%
120%Non Trademark - Mobile - Sessions YOY%
SEM
Sessions YOY%
Text Ad Impressions and Clicks Rose
PLA Impressions Rose
SEM Budgets Exploded
What’s Left For Organic?
Finding More Traffic & Efficiency
Find Organic White Space
Depth
Funnel
Extend Content For Torso and Long Tail
Domain vs. Domain-Low Competition
-No Existing Content
Finding New Space
Scale Whenever Possible
What Do Your Customers Need Before They Need You?
After?
Seasonal, Trends, “How To”
Peripheral Digital Content
Paid and Organic, Together at Last
Marketers Have the Least Control Here
Trademark vs. Non-Trademark
Organic vs. Paid
Testing the Bucket Shift
Change is the Given, Decreasing Efficiency
1. There is Always More Traffic, More Content
2. Test Everything, Always.
Lauren MacPhailhttp://bit.ly/MobileSearch2016