Download - Life on mobile. Practical local seo
Life on mobilePractical Local SEO
Friday, 13th May 2016
IntroductionGerald Murphy
Sections of this presentation
Life on mobile,Practical Local SEO
Mobile user behaviour
Boring history (good for predicting
the future)Future of search
An overview of local search
Origin of mobile
1928One-way wireless communicationCar and mobile radioGlavin Manufacturing Corporation• S
oon Motorola
1940Two-way wireless communicationHandie-Talkie (late 1940)Walkie-Talkie (1942) BackpackUS Army Signal Corps
Copyright granted for reuse by Matti Mattila
Fast-forward to 1991
• In 1991, Mark Weiser, a US scientist, coined the terms:› Inch-sized computer
› Mobile› Foot-sized computer
› Tablet› Yard-sized computer
› Web-enabled TV
Mobile was mapped out
Organisation for Economic Co-operation and Developmentsaid in June 2010 mobile had:
1.5 times fixed broadband
Mobiles
• Most personal and confidential piece of technological device
• Used in active or personal contexts and activities in a natural and dynamic way
• Used in a variety of situations:
The here and now
Rush While commuting
To fill idle time While queuing
At homeComfortably sitting on the
sofa
What do we know about mobile?
Mobile is one of the most under-researched
areas, academically
What do we know about
mobile?
What we know about mobileLots of things, or is it?
Visually the same as desktop
F-shaped pattern
• We scan webpages in a F shape• Have you ever seen a navigation bar on the right hand
side?
The drop is no surprise
Right-hand PPC ads removal has aligned search
http://www.brightedge.com/blog/google-four-ads-on-top/
What we know about mobileLots of things, or is it?
Size of screen does not matter
What we know about mobileLots of things, or is it?
Social activity
What we know about mobileLots of things, or is it?
Reduces button tapping accuracy
by 30%
What we know about mobileLots of things, or is it?
Clutter free
What we know about mobileLots of things, or is it?
High-end mobiles are similar to
desktop searchers
What we know about mobileLots of things, or is it?
Good abandonment is
higher
What we know about mobileLots of things, or is it?
~70% of searches in work or at home
What we know about mobileLots of things, or is it?
Mostly static searches
What we know about mobileLots of things, or is it?
Visually the same as desktop
Size of screen does not matter
Social activity
Reduces button tapping accuracy
by 30%Clutter
freeHigh-end mobiles
are similar to desktop searchers
Good abandonmen
t is higher
~70% of searches in work
or at homeMostly static
searches
Mobile has come a long way!
• Blood pressure monitors• Skin conduction• Respiration sensors
In 2001
81% accuracy
Mobile merges properties
LengthBreadth
Height
One thing search engines are now attempting to do,
through apps, is to enhance mobile search
software as manufactures enhance
hardware
Google Now on Tap
• Mobile hardware has positively evolved– Smaller, thinner handsets– Better cameras etc
• Now attempts to evolve mobile software through search using an App
• Integrated with Google Now– Get recommendations (aiding
Google to better personalize your content)
– Carry out further searches directly in a third party app
Task continuation is important on mobile
devices
Keywords
Mobile keywordsWe were more concerned about minimizing the
number of typed search terms
Mid noughties, average number of search queries
was 16 characters
Conversational search (shifted the SEO landscape more toward long tail keyword
optimization)
Keywords
EnvironmentGender
Age LocationCulture
Linguistics Voice search
Use of words and phrases
KeywordsUse of words and phrases
iPhone
Mobile technology explosion
1 or 2 words?
What the hell
happened?
Voice search is going to diminish the searcher’s use of
incorrect keywords and therefore impact exact phrase
keywords
Categorising search queries
• When we search we often think of things we do not type
Samsung Galaxy Edge 7
Cognition
subjective reviews on
comprehensive information
Exhaustive Comprehensible
Objective Subjective
Concrete Abstract
We often think with
these keywords but we do not type
them
Semantically, renaming search queries
Direct[subjective 5 star hotel in
Miami]
Transformed[review latest blackberry
handset]
None[blackberry]
No more informational, navigational, transactional, connectivity
Nouns
(uniqu
e)
Nouns
(overl
apping
)Ve
rbs
Adjec
tives
0123
Difference between typed and voice search queries and their
component words
Typed queriesVoice search
Transactional Informational
Mobile
Boredom and mobile interaction.
More indicative of boredom
Switching phone on
Changing screen orientation
Not so indicative
Social network notifications
Frequency of open notification centre
Change screen status
App launches
Charging time
Amount of transmitted data
Active search for stim
uli
Analysing if we are bored
Google Now
• There:› to support task continuation› help bored searchers
Purpose for mobile search
Boredom state
I don’t like, I’m bored
Boredom trait
I used to like, but now I’m bored
Boredom and search
• Mobile has an ephemeral nature.
Evoked by an urgent need
When is the next bus home?
Location-based filteringSemantic tools
Boredom and search
• Mobile has an ephemeral nature.
Triggered by desire to fill idle
timeFunniest cinema movies
Mobile-tailored contentSocial tagging
Boredom and search
• Mobile has an ephemeral nature.
Prompted by an event, situation,
no need to fillWhich cinema shows the
film I just seen the announcement about?
Ephemeral need, response is not yet
needed
Local SEO
Requirements
• Physical store (address)• Localised phone numbers• Personalised, unique content per location/store• Store directory• Static store page
Homepage
Store directory
London Manchester Glasgow
Local search engines
• Local search engines do not offer an advantage over a global search engine
• Google had the highest recall score (42%) compared to local search engines
• Search engine indexes are completely different
All The Web Hot Bot
Google Altavista
Wisisimo Excite
NZExplorer
SearchNZ
Search Now
Meta search
enginesLocal
search engines
Global engine, behaviour and bias
• We often click on Points of Interest (POI) up to 3,000 meters away
• Engines prefer to rank stores that are within 2,000 meters away
We look local
• Implicit and explicit geo searches
• 30% reduction in performance tapping buttons when walking– When we walk our arms move vertically– This is why voice search exists
Click-through rates
Our behavior changes depending upon transport method
Our search behaviour changes on public transport– Stronger observation on public transport– Momentarily passes on the street
• Not an issue• Continue walking• Unwanted attention quickly passes
Local SEO, aligning with PPC?
• Engines may soon process mobile queries like PPC, whereby:– Location– Time of day– Day of week– Weather conditions– Current activity of user– Temporal patterns (i.e. weekday vs weekend)
• Will be factored into a mobile search
Let’s go, local SEO…
Thank you, Graham Charlton
Set up a Google My Business account
Free and easy to use
Bulk upload locations
Impression data to refine your
campaign NAP
Have a fast, responsive website
Conduct extensive keyword research
Use Google Search Console
FreeManual penalty checker
Impression share by device
Schema
Understanding your audience
What content is your audience
looking for?
Linguistic consideratio
n
Google Maps
Claim your physical address
Keep up-to-date with SEO algorithms
Flourish on a store page
Personalised content
Embedded Google Map*
*UK market
Directions
Advanced on-page SEO
Advanced on-page SEO
Hilary Clinton
Democrats
US president nominee hopeful
America
New York
Washington
Blog
Write for your physical
audienceThink
long tailQDF and
evergreen content
Links, all types
Scanable content
References
• Kato, M.P., Yamaoto, T., Ohshima, H., and Tanaka, K. Cognitive search intents hidden behind queries: A user study on query formulations. WWW ‘14 Companion
• Schilit, B. N. Mobile computing: Looking to the future. Computer.• Gomez-Barroso, J. L. Factors required for mobile search going mainstream. Online
Information Review. 36(6)• Xu, Z., Luo, X., Yu, J., and Xu, W. Measuring semantic similarity between words by
removing noise and redundancy in web snippets. John Wiley & Sons Ltd.• Matic, A., Pielot, M. and Oliver, N. Boredom-computer interaction: Boredom proneness
and the use of smartphone.• Lane, N., Lymberopoulos, D., Zhao, F., Campbell, A. T. Hapori: Context-based local
search for mobile phones using community behavioural modeling and similarity. Ubicomp.
• Goldsten, J., Kantrowitz, M., Mittal, V., and Carbonell, J. Summarising text documents: Sentence and evaluation metrics.
• Crossan, A., Murray-Smith, R., Brewser, S., Kelly, J., Musizza, B. Kelly, S.Gait phase effects in mobile interaction. CHI 2005.
• Vang, K. J. Ethics of Google’s Knowledge Graph: Some considerations. Journal of Information, Communication and Ethics in Society.
• Pielot, M. Dingler, T. Pedro, J. S., and Oliver, N. When attention is not scarce – detecting boredom from mobile phone usage. Ubicomp.
• Kamvar, M. and Baluja, S. A large scale study of wireless search behavior: Google mobile search. CHI.
• Lei, Y., Uren, V., Motta, E. SemSearch: A search engine for the semantic web.
Key readings
The future of search
Mobile will kill links
Mobile will bring use closer to the searcherLinking technology with the searcher
Link-less worldMobile
Conversational searchArtificial
Intelligence
Sweat glands
Technology
Predictive search
Semantics
Internet of Things
Semantics, technology and mobile
Snippet length
Query type, mobile
Summary
Mobile is HUGE
Mobile is under-
researched
Mobile behvaiour is
complexGoogle Now
on Tap
Evoked by an urgent need
Triggered by desire to fill
idle time
Prompted by an event, situation, no need to fill
Practical Local SEO tips
Think of the future
Thank you!