MOBILE SEO

CASE STUDY:

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Dave Roth

Realtor.com

@daverothsays#SMX #14C

October 1, 2013

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• Where we started

• What we did

• What we didn’t do (but maybe should have)

• ASO!

• Measuring success

Agenda

WHAT YOU’LL SEE AND HEAR

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• 2011 – SEO team talks mobile, distributes best practices

• Reco = mdot site for mobile browsers. Tdot site?

• Couldn’t get on roadmap (site redesign)

• 2012 January – mobile product group formed

• Had app in market since 2010

• December mdot release

• 2012 SMX, Google announces preference for responsive design

• Our LDP not well suited for responsive design

• Ended up with mobile AJAX

TIMELINE

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• Mdot site

• Interstitial

• Homepage, Search Box, SRP, LDP

• m.realtor.com/#results?loc=foo

• foo=Near+12+S+Almaden+Ave%2C+

San+Jose%2C+CA+95113&type=sin

gle_family%2Ccondo

CURRENT STATUS

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M D O T U R L S

m.realtor.com/#launch m.realtor.com/#results?loc=Near+12+S+Almaden+Ave%2C

+San+Jose%2C+CA+95113&type=single_family%2Ccondo

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S E R P S A N D U R L S

http%3A%2F%2Fwww.realtor.com%2Frealestatea

ndhomes-search%2FLos-Altos_CA

http://m.realtor.com/#results?loc=Los%20Altos,CA

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• Mdot site not responsive design (mobile dedicated)

• Mobile rankings, traffic good

• Not currently optimizing separately for mobile

• Will search engines stop using our desktop pages for mobile

listings?

• If so, when?

• Building crawlable mdot site in meantime

• Is responsive design in our future?? (probably not)

CURRENT STATUS

A P P S TO R E O P T I M I Z AT I O N ( A S O )

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• 1st app released Feb 2012

• Social sharing was in there, later got taken out (now it’s going back in!).

• Mobile advertising – weekend bursts to increase rankings ($$$)

• When the app launched we did basic keyword research

• Built desktop pages to promote the app (realtor.com/mobile + static

pages by device). Optimized pages for real estate app KWs.

• Link from those pages over to app stores. Also put links in top-level nav

So, we had an app…

A S O – A S TA R T I N G P O I N T

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• ASO tools:

• MobileDevHQ – at first was really basic. Now, can get top charts reports (different categories)

• Appfigures – rankings, downloads and reviews

• AppStoreRanking – good for competitive set

• App name – like title tag

• App description (make sure they are in there)

• Reviews – prompting every 3 or 4

• Content marketing – outreach (links) - PR and social

• Hard to correlate search volume, rankings, and downloads.

Then we started to optimize…

A S O – G E T T I N G S M A R T E R

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R E A LTO R . C O M R E N TA L S A P P L A U N C H

Paid Advertising at launch

Store rank goes up

Hits Lifestyle

New & Noteworthy

ASO Keyword rakings go up

Paid advertising tapers off

Store ranking falls

ASO Keyword rankings settle

App falls out of Lifestyle

New & Noteworthy

Daily downloads decrease

Thank YouDave Roth

VP Marketing

realtor.com

dave.roth@move.com

@daverothsays

http://www.slideshare.net/SearchMarketingExpo

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