The mobile search universe

THE MOBILE SEARCH UNIVERSE BY ALEYDA SOLIS USE APP STORE RANKINGS POTENTIAL MOBILE APP TRAFFIC VOLUME... THE MOBILE SEARCH UNIVERSE BY ALEYDA SOLIS7 DESIRED MOBILE OFFERING & FUNCTIONA

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THE AMAZING (IN EXPANSION AND STILL PRETTY MUCH UNKNOWN) MOBILE SEARCH UNIVERSE

BY

ALEYDA SOLIS

FROM

2013

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MOBILE SEARCH UNIVERSE

EXPLORATION GUIDE

ALEYDA SOLIS

INTERNATIONAL, MOBILE & TECHNICAL SEARCH MARKETER

SEO AT SEER INTERACTIVE

aleydas@seerinteractive.com / @aleyda / www.aleydasolis.com

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WE HAVE ONLY 1 HOUR TO EXPLORE

THE MOBILE SEARCH UNIVERSE BY ALEYDA SOLIS

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SO FASTEN YOUR SEATBELTS!

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WAIT

WE SHOULD FIRST UNDERSTAND

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HOW HUGE MOBILE IS

THE FORCE CAN YOU FEEL?

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IT’S FINALLY

STUDIES & RESEARCH

TOOLS

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IT’S FINALLY

STUDIES & RESEARCH

TOOLS

AMAZING GROWTH TRENDS

IT’S BOOMING BIG BANG STYLE

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NOT THIS

BIG BANG

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THIS

BIG BANG

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THIS

BIG BANG

IT’S MASSIVE AND STILL UNKNOWN

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LET’S EXPLORE

THE MOBILE SEARCH UNIVERSE

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WHERE SHOULD WE GO?

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MOBILE WEBS

WHERE SHOULD WE GO?

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MOBILE APPS MOBILE WEBS

WHERE SHOULD WE GO?

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MOBILE APPS

MOBILE WEBS

WE NEED TO ANALYZE TO DECIDE

WHERE SHOULD WE GO?

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RESEARCH

CHECK YOUR MOBILE DATA

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RESEARCH

CHECK YOUR MOBILE DATA

SINCE VALIDATE

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USE GOOGLE ANALYTICS

1 CURRENT

WEB MOBILE

TRAFFIC

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USE GOOGLE WEBMASTER TOOLS 2 CURRENT

MOBILE SEARCH

VISIBILITY

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USE GOOGLE KEYWORDS TOOL

POTENTIAL

MOBILE WEB

SEARCH VOLUME

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4 POTENTIAL

MOBILE WEB SEARCH COMPETITORS

USE OPERA MOBILE EMULATOR

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USE APP STORE RANKINGS

POTENTIAL

MOBILE APP

TRAFFIC VOLUME

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USE APP ANNIE 6 POTENTIAL

MOBILE

APP COMPETITORS

USE APP ANNIE STORE STATS

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7 DESIRED

MOBILE OFFERING &

FUNCTIONALITY

USE FLUID UI OR JUST IN MIND PROTOTYPER

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7 DESIRED

MOBILE OFFERING &

FUNCTIONALITY

6 POTENTIAL

MOBILE APP COMPETITORS

5 POTENTIAL

MOBILE APP TRAFFIC

MOBILE WEB SEARCH COMPETITORS

1CURRENT

WEB MOBILE TRAFFIC

2 CURRENT

MOBILE SEARCH VISIBILITY

3 POTENTIAL

MOBILE WEB SEARCH VOLUME

DECIDE

WITH THESE

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MOBILE WEBS MOBILE APPS

PROS

CONTENT IS WEB INDEXABLE

DEVICE INDEPENDENT

EASIER WEB DEVELOPMENT & UPDATE

SEARCH PERFORMANCE IS EASIER TO MEASURE

CONS

CONNECTION DEPENDENCE

LIMITED HARDWARE INTEGRATION

BANDWIDTH & BROWSER LIMITED UX

PROS

CONNECTION INDEPENDENCE HIGH HARDWARE INTEGRATION BETTER GRAPHIC PERFORMANCE AND UX

ACCESSED VIA MOBILE BROWSER DOWNLOADED, INSTALLED

AND EXECUTED IN MOBILE

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MOBILE WEBS MOBILE APPS

PROS

CONTENT IS WEB INDEXABLE

DEVICE INDEPENDENT

EASIER WEB DEVELOPMENT & UPDATE

SEARCH PERFORMANCE IS EASIER TO MEASURE

CONS

CONNECTION DEPENDENCE

LIMITED HARDWARE INTEGRATION

BANDWIDTH & BROWSER LIMITED UX

PROS

CONNECTION INDEPENDENCE HIGH HARDWARE INTEGRATION BETTER GRAPHIC PERFORMANCE AND UX

ACCESSED VIA MOBILE BROWSER DOWNLOADED, INSTALLED

AND EXECUTED IN MOBILE

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MOBILE WEB CHOOSE MOBILE APP

* MOBILE AUDIENCE IS WELL DISTRIBUTED IN MANY DIFFERENT DEVICES

* COMPLEX FUNCTIONALITY AND HARDWARE INTEGRATION IS NOT NEEDED

* HAVE FEWER RESOURCES & TIME FOR DEVELOPMENT & ONGOING SUPPORT

* MAXIMUM CONTENT DISTRIBUTION AND WEB REACH IS REQUIRED

* YOUR MOBILE AUDIENCE IS RELATIVELY STRONG AND BENEFICIAL

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MOBILE WEB CHOOSE MOBILE APP

* MOBILE AUDIENCE IS WELL DISTRIBUTED IN MANY DIFFERENT DEVICES

* COMPLEX FUNCTIONALITY AND HARDWARE INTEGRATION IS NOT NEEDED

* HAVE FEWER RESOURCES & TIME FOR DEVELOPMENT & ONGOING SUPPORT

* MAXIMUM CONTENT DISTRIBUTION AND WEB REACH IS REQUIRED

* YOUR MOBILE AUDIENCE IS RELATIVELY STRONG AND BENEFICIAL

BETTER

WE’RE

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MOBILE WEB MOBILE APP CHOOSE

* MOBILE AUDIENCE IS FOCUSED IN SPECIFIC MOBILE PLATFORMS

* COMPLEX FUNCTIONALITY AND HARDWARE INTEGRATION IS NEEDED

* ENOUGH RESOURCES & TIME FOR MOBILE APP DEVELOPMENT & ONGOING SUPPORT

* DOESN’T REQUIRE CONTENT DISTRIBUTION AND WEB REACH

* YOUR MOBILE AUDIENCE IS VERY STRONG AND HIGHLY BENEFICIAL

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MOBILE WEB MOBILE APP CHOOSE

* MOBILE AUDIENCE IS FOCUSED IN SPECIFIC MOBILE PLATFORMS

* COMPLEX FUNCTIONALITY AND HARDWARE INTEGRATION IS NEEDED

* ENOUGH RESOURCES & TIME FOR MOBILE APP DEVELOPMENT & ONGOING SUPPORT

* DOESN’T REQUIRE CONTENT DISTRIBUTION AND WEB REACH

* YOUR MOBILE AUDIENCE IS VERY STRONG AND HIGHLY BENEFICIAL

BETTER

WE’RE

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NOW WE CAN DECIDE

WHERE TO GO FIRST

MOBILE WEBS OR MOBILE APPS

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NOW WE CAN DECIDE

WHERE TO GO FIRST

MOBILE WEBS OR MOBILE APPS

AND SINCE WE’RE JUST STARTING

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LET’S EXPLORE FIRST

THE MOBILE WEB

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FOCUSING ON YOUR

MOBILE WEB GOALS

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MOBILE WEB ORGANIC CONVERSIONS

HIGH MOBILE WEB SEARCH ROI

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MOBILE WEB ORGANIC CONVERSIONS

HIGH MOBILE WEB SEARCH ROI

LET’S ACHIEVE THESE WITH YOUR MOBILE WEB

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3

YOU CAN DO

IT WITH

MOBILE WEB APPROACHES

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APPROACHES

RESPONSIVE WEB DESIGN

PARALLEL MOBILE SITE

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SPECIFIC SEO BEST PRACTICES SPECIFIC SEO BEST PRACTICES SPECIFIC SEO BEST PRACTICES

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PARALLEL MOBILE WEB

GENERAL SEO BEST PRACTICES

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PARALLEL MOBILE WEB

GENERAL SEO BEST PRACTICES

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EXPLORING

123 SEO BEST PRACTICES FOR

ALL MOBILE WEBS

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ALL MOBILE WEBS

MAXIMIZE YOUR MOBILE PAGES SPEED TO AVOID BANDWIDTH RESTRICTIONS

USE PAGE SPEED INSIGHTS MOBILE FILTER TO IMPROVE SPEED

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ALL MOBILE WEBS

OPTIMIZE YOUR MOBILE INTERFACE

BEWARE OF ELEMENTS (FLASH, INTERSTITIALS) THAT CANNOT BE CORRECTLY DISPLAYED OR PROVIDE A BAD USER AND SEARCH EXPERIENCE

CHECK HTTP://WWW.NNGROUP.COM/ARTICLES/OPTIMIZING-A-SCREEN-FOR-MOBILE-USE

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ALL MOBILE WEBS

MAKE MOBILE PAGES CONTENT RELEVANT TAKING SPACE

LIMITATION INTO CONSIDERATION

USE MOBILE EMULATORS AND USER AGENT SWITCHER EXTENSIONS

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ALL MOBILE WEBS

GIVE YOUR MOBILE CONTENT A MEANING WITH STRUCTURED DATA AND EARN HIGHER SEARCH VISIBILITY WITH RICH SNIPPETS

FOLLOW GOOGLE’S STRUCTURED DATA & RICH SNIPPETS GUIDE

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ALL MOBILE WEBS

IF YOU’RE A LOCAL BUSINESS CREATE PRESENCE IN GOOGLE+ FOR BUSINESSES AND GET MORE VISIBILITY WITH MAPS

VISIT HTTP://WWW.GOOGLE.COM/+/BUSINESS/

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ALL MOBILE WEBS

CONTINUOUSLY TRACK YOUR MOBILE WEB ORGANIC ACTIVITY TO IMPROVE CONVERSIONS

USE GOOGLE ANALYTICS & WEBMASTER TOOLS MOBILE OPTIONS

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ALL MOBILE WEBS

IT’S

APPROACHES

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1

SEO BEST PRACTICES FOR

RESPONSIVE WEB

EXPLORING

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RESPONSIVE FOR MOBILE WEB

SAME HTML USING CSS MEDIA QUERIES FOR A FLUID DESIGN THAT FITS WELL ANY DEVICE SCREEN

USE HTTP://MATTKERSLEY.COM/RESPONSIVE/ TO CHECK RESPONSIVENESS

1

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NOT SUITABLE IF MOBILE KEYWORDS ARE DIFFERENT RESPONSIVE FOR MOBILE WEB 1

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IF

KEYWORDS

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2

DYNAMIC SERVING

EXPLORING

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DYNAMIC SERVING FOR MOBILE WEB

2

WEB SERVER SERVE DIFFERENT HTML IN THE SAME URL

DEPENDING IF IT’S MOBILE OR DESKTOP USER AGENT

USE MOBILE EMULATORS AND WEB SNIFFERS TO CHECK DYNAMIC SERVING

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2

BEST FOR SPECIFIC MOBILE CONTENT & UX

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2

GOOD FOR EFFICIENT INDEXING

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2

WORST FOR USER DETECTION & CRAWLING ERRORS

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2

IF

OR

ALWAYS SERVE THE SAME HTML TO USERS & BOTS

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3

PARALLEL MOBILE WEB

EXPLORING

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PARALLEL MOBILE WEB

3

MOBILE WEB STRUCTURE WITH SPECIFIC URLS UNDER

“M” SUBDOMAIN, REDIRECTING USER & BOTS TO CORRECT VERSION

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PARALLEL MOBILE WEB

3

GOOD FOR SPECIFIC MOBILE CONTENT & UX

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PARALLEL MOBILE WEB

3

WORST FOR REDIRECTS & INDEXING ERRORS

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PARALLEL MOBILE WEB

3

IF

SERVING

PARALLEL

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PARALLEL MOBILE WEB

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PARALLEL MOBILE WEB

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PARALLEL MOBILE WEB

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PARALLEL MOBILE WEB

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PARALLEL MOBILE WEB

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PARALLEL MOBILE WEB

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NOW WE KNOW THE MOBILE WEB GALAXY

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AND

CONVERSIONS

NOW WE KNOW THE MOBILE WEB GALAXY

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IT’S TIME TO EXPLORE

THE MOBILE APPS

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FOCUSING ON YOUR

MOBILE APP GOALS

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MOBILE APP CONVERTED USERS

HIGH MOBILE APP SEARCH ROI WEB SEARCH

VISIBILITY

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VISIBILITY

MOBILE APP CONVERTED USERS

LET’S ACHIEVE THESE WITH YOUR MOBILE APP

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2

YOU CAN DO IT

THROUGH

SEARCH PLATFORMS

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2

YOU CAN DO IT

THROUGH

SEARCH PLATFORMS

WEB SEARCH

APP STORE SEARCH

1

2

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WEB SEARCH FOR MOBILE APPS

OPTIMIZE AN APP LANDING PAGE ON YOUR SITE TO RANK FOR RELEVANT KEYWORDS, FEATURING REVIEWS

AND SOCIAL CHANNELS TO SHARE IT

1

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IMPROVE YOUR APP LANDING PAGE SEARCH VISIBILITY BY USING STRUCTURED DATA FOR APPS AND REVIEWS TO GET RICH SNIPPETS

1

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VISIBLY LINK FROM YOUR LANDING PAGE

TO THE APP STORE PROFILE TO

INCENTIVIZE DOWNLOADS

1

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SUGGEST YOUR MOBILE APP TO YOUR MOBILE WEB VISITORS ACCORDING TO THEIR PLATFORM1

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BUILD PRESENCE IN APP REVIEW SITES, BLOGS AND COMMUNITIES TO INCREASE DOWNLOADS, POSITIVE REVIEWS, MENTIONS, SHARES, ETC

1

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FOLLOW UP THE EVOLUTION OF GOOGLE’S APPLICATIONS SEARCH FILTER 1

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BEYOND

FROM

1

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BEST PRACTICES FOR

APP STORE SEARCH

EXPLORING

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APP STORE SEARCH

FOR ANDROID APPS

2

FOR IOS APPS

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APP STORE SEARCH

FOR ANDROID APPS

2

FOR IOS APPS

SEARCH RANKING FACTORS ARE STORE DEPENDENT

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APP STORE SEARCH

FOR ANDROID APPS

2

FOR IOS APPS

BUT ARE RELATIVELY SIMILAR

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APP STORE SEARCH

2

GOOGLE PLAY IOS APP STORE

KEYWORDS IN APP NAME & DESCRIPTION REVIEWS

DOWNLOADS RATINGS

WITH CHOMP & IOS6 UPDATE KEYWORDS IN APP NAME, DESCRIPTION & ITUNES KEYWORDS DOWNLOAD RATE / INSTALL BASE

RATINGS / COMMENTS SOCIAL MENTIONS

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APP STORE SEARCH

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APP STORE SEARCH

2

IDENTIFY AND FOLLOW-UP YOUR MOST POPULAR AND COMPETITIVE KEYWORDS USING TOOLS LIKE APPSTORE RANKINGS AND APPCODES

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APP STORE SEARCH

2

RESEARCH YOUR CATEGORY ACTIVITY AND COMPETITORS RANKINGS, ALONG YOURS TO IDENTIFY OPPORTUNITIES WITH TOOLS LIKE APP ANNIE AND SEARCHMAN SEO

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APP STORE SEARCH

2

FEATURE INVITING IMAGES, INCENTIVIZE DOWNLOADS (OFFERS & FREE VERSIONS), REVIEWS AND RATINGS OF YOUR APP BY YOUR ACTIVE USERS

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APP STORE SEARCH

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BY RELEVANCY

BASE

2

APP STORE SEARCH

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