SEO and Mobile Web Search

searchIt was a pleasure to be part of the group with very clear understanding of business objective – the revenue!  SEO to generate “traffic” – what is the point?  Connection of SEO to the revenue – and measuring the success of the effort in the terms of revenue – this is the purpose of it all…. 🙂

Organic traffic is the highest converting traffic from the panel of entrepreneurs’ view – and it could be very profitable.

Interesting: adding a price into the paid ad reduces the number of “tire kickers” – but can also lower the quality score (lower CTR in general…   even if the conversion of the landing page might be higher).

Major retailer’s e-commerce conversion rate is less than 3%. Actually, it is higher than I thought..

black-hatBad news for Black Hats – it is very hard to fake legitimacy now…  so Black Hats are starting to develop legitimate web properties and good quality content.

Very interesting: even in B-to-C, even in the “era of mobile,” the desktop traffic is still more profitable.  I saw it in B-to-B, but did not expect in B-to-C.  Maybe – mobile is more profitable for entertaining content publishers with advertisement business model…  However, those people who click on the ads from mobile devices are less likely to buy.  Mobile phones might just become an “addition” to desktop rather than its possible replacement.

Mobile local traffic for local services converts very well – people are looking for plumbers, hair salons, etc.

Another point of view: engagement might be more important for e-commerce, as over 95% won’t buy initially, and engagement would encourage them to come back.

Appetite for Cookie Law

baked-cookieThough marketers were preoccupied with the European cookie law for some time, it might be that the consumers did not worry about cookie activity enough.  Maybe cookies (and the privacy that they inadvertently violate) are not annoying enough, but rather helpful for consumers.  As consumers, we would be furious to receive SPAM that takes valuable time, but cookies that take us faster to desired information and preserve valuable time, might be just… useful.

The regulator’s own stats show it’s received few reports about cookies – only 43 in the last quarter of last year, versus more than 43,000 complaints for spam and cold callers.  The Guardian

And how about marketers?  European marketers tried to comply.

A study lead by the Information Commissioner’s Office (ICO) showed that 94% of UK websites feature a banner or some other cookie warning– well above the European average of 74%. However, it also found that British sites place an average of 44 cookies on your first visit, well above the average of 34 across the European countries surveyed. The Guardian

cookieMarketers who might need to comply in the future are lucky –  now, if you have GTM on your site, adding the required functionality would be easy – with the help of Cookie Collective. Lovely site!  I wish I had this link about four years ago, when concerns about cookies first started to materialize…