MN Search – Mobile Search and Usability

phoneSo…   Google announced that mobile optimization of the web sites is very important.  4.7% made the adjustments.  Should large, multi billion dollar companies be worried?  Maybe not, as their primary competitors are in the same boat 🙂

Though Google is using mobile usability for ranking, does a company have to make sure the site is actually responsive?  It is possible to have a separate mobile site, what will require coding to “tell” google that it is a version of the main, not mobile site.

Images are affecting mobile score – as images increase download time.

Interesting: 90% of people do not know what “hamburger” menu mean…  Yes, even if most of middle-age marketers think they were born with this knowledge 🙂 The best is to use “Menu” together with the hamburger, or just “Menu.”  The world did not stop April 21st 2015.  Google’s objective could have been to make people aware that mobile usability is the ranking factor.  Maybe because the trend was not going into the right direction…

speed

Though the data is overwhelming:

  • Walmart – 1 second faster load, 2% conversion lift
  • Staples – 1 second faster load, 10% conversion lift

Mobile usability

Suggesting a scroll increases scrolling and conversion

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Mobile sites need to provide content relevant to the users – for the correct context.  The most popular link on many mobile sites is “view desktop version.”

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Many mobile users call the business rather than do anything else.

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Full Angie’s slide deck

MN Search – the State of Search

Authorship

Good event with discussion of Pigeon update and its effect of local search, the end of authorship, and some changes in paid search.  There are many changes in the industry, and we will probably see more changes in the future… Ah, well… for those of us who are not specializing in search, it is good to know and  appreciate the field for its complexity and change.

  • Josh suggested that Google will use structured markup until Google’s technology develops to the point  that markup is no longer needed.
  • Authorship is dead…  the reason why Google removed authorship is insufficient use – Google did not find it helpful.  71% of most impressive writers either did not do it or did it incorrectly.
  • AdWords is dropping description line 2 from mobile ads
  • Bing followed Google by combining desktop and tablet targeting for ads
  • [exact] is becoming Exact’ish as Google is trying to target searcher intent rather than exact keywords used
  • “Research I have done in last two weeks changed so dramatically…”
  • PigeonPigeon (local search update):  most affected industries are realtors and attorneys (particularly DWI).  Building links is in the past – need to continue to provide good content. Reviews are vital, even if they are hard to get…  One Bankruptcy attorney had dozens of reviews… what was his secret?  He asked…
  • Reviews – we can not ask for a positive review…  the methodology is to ask first “do you like me?  If no – ask what is wrong to use in operations.  If yes, direct the person to a review.
  • As Pigeon wiped results of some of agencies work, how to handle angry clients?  It is easier if clients understand Google to some degree…  they will accept changes.  If not, it is difficult…  there are many unhappy clients now.

From Google Authorship to Twitter, the overarching lesson for B2B search marketers is that if you’re executing tactics with broader B2B marketing objectives in mind, and not just SEO, you have a better chance of long-term success in search, even if you have to change tactical direction from time to time.

Search Engine Land

MN Search Summit – 2014

MNSearchExcellent event – this is the first search event organized by MN Search, and I am definitely hope to attend next year…  hopefully with a coworker or two 🙂

I noticed a curious trend through last three conferences I was fortunate to attend – marketing automation, general integrated marketing, and search – content marketing is the primary topic.  It is not surprising – as Lee pointed out in his writing, the channels are just the part of the “sandwich” or “hamburger” of our marketing efforts – the content is the foundation.

Addressing the place of search in the digital marketing mix, Lee Odden pointed out that we all are digital marketers now, every tactic today has a digital element and marketers need to be familiar with these channels.  Search is just one of the channels.  We need to look at the bigger picture and position ourselves for growth.  Marketers need to be eternally curious.

AvinashYou can no longer be good at just one thing, or two. It is a 10-thing world now (and maybe a 20-thing world soon).

Avinash Kaushik

Search is used to inform decisions on content creation.  It is content that delivers marketing ROI; search is not the reason to create content. Digital marketing is a method of answering customer’s questions, and content perfect for that.  Search helps these answers to be found.

Get-content    OptimizeLee recommended two books: Get Content Get Customers: Turn Prospects into Buyers with Content Marketing and his own book Optimize (Optimize is available on Audible; I started listening to this book already).  Lee’s book has been recommended by a couple more speakers.

How to make sure that your company is constantly learning?

  • learn
  • experiment (best source)
  • allocate time

(Ha!  Maybe this is the area where large companies have an advantage as these organizations have resources 🙂 )

surveysGoogle Consumer Surveys were mentioned – quite interesting option.  Thought I am not sure how useful the segmentation can be for a b-to-b niche brand, it is definitely a fantastic option for many questions and companies.

 Landing Pages

  • 98% of landing pages are bad
  • Pages depend on the complexity of the product – if the page is useful, it is good
  • Social does not convert very well
  • We need to create delightful landing experience

Never start a marketing campaign without a dedicated landing page

A good example of bad landing page (image search for worst landing page 😉 )

worst-landing-page

 

To avoid creating a companion of the “worst landing page,” we should concentrate on Conversion Centered Design.


7 Design Patterns to increase
conversions

  1. AttentionCCD
  2. Coupling (relation of pre-click experience to a post-click experience)
  3. Context
  4. Congruence (every element is contributing to a single cohesive message)
  5. Clarity 
  6. Credibility
  7. Continuance
  •  Every campaign has one goal; conversion increases by taking things away
  • Landing page is asking yes/no question; home page is not designed for campaign traffic
  • Page dedicated to awards is the worst landing page experience
  • Clarity is good…  unless we are clear about wrong things
  • If the person does not think about gimmicks or spam, do not introduce them
  • Silence is better than fluff
  • Adding video testimonial to the text testimonial can be helpful
  • Instead of “required” field every time, use just “optional” for a couple of optional fields
  • Continuance: ask to subscribe to a newsletter after they registered for a webinar, etc.

You should not let designer to take over marketing

How is Conversion Centered Design different from User Centered Design?  Great slide to paste into your PPT to explain the confusion 😉

User-centered-design

 

Analytics

  • It is possible to use GA data for remarketing (great!); campaigns using behavioral data 1300% more effective
  • It is possible to upload data to GA (from marketing automation system, etc.) and do analysis
  • Sampling is a problem – though sampling is showing in about 8% of queries

 All the cool kids use tag manager 🙂

 LinkedIn

Oh, it is all about the content for linked it too!  And it is completely understandable.

linkedIn

LinkedIn believes that people “spend time” on other social networks, but “invest time on LinkedIn.  As a result – LinkedIn needs more relevant content.

dog

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The concept of re purposing of the content was compared with the Thanksgiving turkey – after the main meal, the objective is to use the leftovers in other dishes.

Content should not sound instructional (or written by the product development).

Innovative ideas of re purposing of the existing content:

  • Drupal had case studies, which are normally used at the end of the sales cycle
  • Marketing needed content that can be used in the beginning of the sales cycle
  • The case studies have been re-purposed into “8 Amazing Drupal Launches”
  • “8 Amazing Drupal Launches” have been promoted through all channels, including SlideShare and blog post with twittable tidbits (http://clicktotweet.com/ can help)

Mobile can accelerate the content consumption.

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We can download “The Sophisticated Marketer Guide to LinkedIn” – 50+ page guide 😉

You also need to make sure you have a budget set aside to promote your good content.

 

Why Content Marketing Fail…

Wast majority of content marketing efforts fail….   What to do to prevent it:

  • Content marketing may not produce anything from the first conversion…  the conversion might come eventually – it is important to set clear expectations
  • Content should be targeted to a specific community – it can reinforce a belief the community already has or refute an opposing argument (Twitter is not dying!)
    • Only the best 0.1% of content can go viral without the support of the preexisting community
  • You need to invest in content creation – and promotion, amplification (find how successful content is shared and copy approach if makes sense)
    • Do not forget that email is still #1 content promotion channel

Recommended article: 5 Insights About the convergence of Content Marketing and SEO

conversence

Recommended a keyword research tool KeywordTool.io as an alternative to Ubersuggest and Google Keyword Planner

Keyword

 

Social Media at Dell

Interesting: “Traditional Digital Marketers” need to be educated about social media… (Lee’s book was recommended again)

Dell maintains social media materials on SlideShare

 

Google Hummingbird

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SEO implications: need to address common questions rather than target specific keywords.

Google knows that 25% of people who type in the search “Eiffel Tower” ask for the hight of the tower next.  Does your site have the answer to the most common questions?

Do you know what information is important?  If no, check Shema.  You may not be able to use Shema tags, but you can use the information that Shema suggests in the copy of the pages.

Excellent conference – thank you, organizers!

 

MN Search – Google+

Google-plusGreat event as usually – Search Snippets is an excellent format!  We have opportunity to hear opinions of local gurus and, hopefully, smaller time frame does not put too much burden on them.

Food was also delicious (even for the person who is more interested in fruits than drinks 😉  ).

Interesting points from the event:

  • Ha!  Google+ might be understated, but it is definitely deserves more attention.  As James Svoboda pointed out, it may be an “Unsocial social Network” – but it does exists and has some unique features.

google-plus-2

  • Jeff recommended to use very reasonable metrics for Google + activity (he recommended to be in over 1000 circles…  hm… I found my barely active profile…  which is in 110 circles only – I guess, I need to start learning more about Google +  😉  ).
  • Jeff also found a song (with over a 1,000,000 views about Google+
  • rippleGoogle+ has an interesting Ripples feature.  Ripples show spread of a post throughout the community, which can be watched as a video – very interesting!
  • Bob (it was a pleasure to see you again and to listen to you presentation!) shared a few interesting points on using Google+ for the sports/entertainment industry.  Bob reserves Google+ for exclusive content, which is not available on any other networks. However, other networks are used to promote the content that resides on Google+.
  • From the perspective of sports and entertainment, Bob is trying to bring the arena to the screen and the screen to the arena – to provide the most important part that the audience wants – access to the stars.

Josh

Josh brought Google Glass to the event – it was beyond interesting!  A few of us absolutely had to check it out and the experience has been amazing!  The screen is visible very well and easy to activate.  Voice commands (take a picture or video) were received and interpreted by the device very quickly (despite my accept); the curious part was that search terms with my accent were not “understood” by the device – but humans have the same problem occasionally 😉   Thank you, Josh!!  It was a treat! 😉

(Josh wearing Google Glass – Google Glass has been used to make recording of MN Search presentations)

book-and-iAnother thanks to Mn Search and Josh for providing a free You Should Test That! book from the couple of events ago.  I am reading the book and love it.  Oh, I should have come on the correct event two months ago early enough, but I barely made it before the presentation…  I will officially blame traffic 😉

It was a wonderful event with plenty of material to investigate…  and a wonderful incentive to pay attention to Google+  to make sure it won’t become one of the abandoned networks where I once registered my profile.