Inbound Marketing in a Multi-device World by @aleyda at #KahenaCon 2013
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ALEYDA SOLIS AT KAHENACON IN JERUSALEM, 2013
Inbound Marketingin a
Multi-Device World
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Shalom
INTERNATIONAL, MOBILE & TECHNICAL SEARCH MARKETERINTERNATIONAL SEO AT SEER INTERACTIVE
Also an SEOmoz Associate & State of Search Blogger
Contact me: aleydas@seerinteractive.com / @aleyda / www.aleydasolis.com
I’m Aleyda Solis
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Welcome to Reality. We live in a Multi-Device World.
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Driven by Cross-Platform Conversions
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Driven by Cross-Platform Conversions
http://bit.ly/gmultideviceconversions
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
With even stronger potential
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
With even stronger potential
http://bit.ly/emarketermobile
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
... but your search strategy needs a make-over
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Let’s See Why...
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Still No Mobile Presence
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
No Mobile User Friendly
Still No Mobile Presence
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Non-Optimized Mobile Web
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
No Mobile User Friendly
Non-Optimized Mobile Web
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
No Cross-Platform Optimization
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Doesn’t incentivize your Desktop Users to Download your App!
No Cross-Platform Optimization
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Intrusive Multi Platform Promotion
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
No Mobile User Friendly
Intrusive Multi Platform Promotion
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Start Thinking Inbound
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
...for a Multi-Device Presence
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
1. Select your Platform
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
1. Select your Platform: Mobile Web
* Audience distributed in many devices* No complex integration needed * Fewer resources & time for development* Maximum Web content reach required
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
1. Select your Platform: Mobile App
* Audience focused in specific platforms* Complex integration & functionality needed * Enough resources & time for development* Content Web distribution is not key
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization
For Websites
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization: Web
Choose a Mobile Web setting according to your Characteristics
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization: Web
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization: Web
GENERAL MOBILE SEO BEST PRACTICES
RESPONSIVE WEB SEO GOOD PRACTICES
DYNAMIC SERVING SEO GOOD PRACTICES
PARALLEL MOBILE WEB SEO GOOD PRACTICES
http://www.seomoz.org/blog/mobile-seo-process
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization: Web
Reorganize your content to be correctly displayed in the devices
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization: Web
Reorganize your content to be correctly displayed in the devices
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization: Web
Reorganize your content to be correctly displayed in the devices
Check http://www.nngroup.com/reports/mobile-website-and-application-
usability/
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization: Web
Optimize your Mobile Pages Relevance
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization: Web
Enhance your pages visibility w/ structured markup & Google+ Presence
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization: Web
Enhance your pages visibility w/ structured markup & Google+ Presence
Go to http://www.google.com/+/business/ & http://bit.ly/GRichSnippets
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization: Web
Make your Mobile site fast
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization: Web
Make your Mobile site fast
Use https://developers.google.com/speed/pagespeed/insights
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization: Web
Serve the right Web version according to the device
You should use:
* CSS media-queries with responsive Web* User agent detection with dynamic serving* User agent detection and redirects with a parallel mobile site
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization
For Apps
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization: App
Create and optimize landing pages for your Apps in your Site
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization: App
Feature Testimonials, Reviews, Incentivize Downloads
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization: App
Integrate your social presence in your app landing page
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization: App
More Search Results Visibility with Google+ Sign In with Apps
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization: App
Improve your App Store Search App Presence Relevance & Popularity
* Relevance: * App name * Description * Keywords
* Popularity: * Download Rate * Install Base * Ratings * Comments * External Review Sites
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization: App
Gamify your Mobile Experience: Enhance Loyalty and Generate UGC
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization: App
Promote your app in relevant app communities and blogs
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization: App
Follow-up with the specific “Applications” search feature in Google
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization: App
Research your App category competition w/ App Annie & Searchman
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
3. Cross-Promote between your presence
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
3. Cross-Promote between your presence
Refer between your multi-device presence non-intrusively
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
3. Cross-Promote between your presence
Create multi-device awareness in the different channels
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
4. Measure to Improve your Multi-Device Presence
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Check Visits and Conversions per device, keyword, pages of your Web
4. Measure to Improve your Multi-Device Presence
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Use Google Analytics SDK to track your app users and revenue
4. Measure to Improve your Multi-Device Presence
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Use Google Analytics SDK to track your app users and revenue
4. Measure to Improve your Multi-Device Presence
Check: http://bit.ly/mobiletrackingga
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
4. Measure to Improve your Multi-Device Presence
Check your Google Analytics Web campaigns tagging referrers w/ user agent switchers and Google Analytics Debugger
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Check your Google Analytics Web campaigns tagging referrers w/ user agent switchers and Google Analytics Debugger
4. Measure to Improve your Multi-Device Presence
For Firefox: http://bit.ly/uaswitcherfirefox
http://bit.ly/gadebuggerfirefox
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Check your Google Analytics Web campaigns tagging referrers w/ user agent switchers and Google Analytics Debugger
4. Measure to Improve your Multi-Device Presence
For Chrome: http://bit.ly/uaswitcherchrome
http://bit.ly/gadebuggerchrome
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Check your Google Analytics App campaigns tagging w/ a proxy to check HTTP requests made from Apps installed on your Mobile
4. Measure to Improve your Multi-Device Presence
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Check your Google Analytics App campaigns tagging w/ a proxy to check HTTP requests made from Apps installed on your Mobile
4. Measure to Improve your Multi-Device Presence
http://www.charlesproxy.com/
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Evolve your Inbound Marketing... to think Multidevice
Select your Platform
Web Apps2.
3. Cross- Promote
Optimize for
4.
1.
Web AppsMeasure your
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
There’s NO excuse. The future is Multi-Device.
GOT QUESTIONS?
Contact me: aleydas@seerinteractive.com / @aleyda / www.aleydasolis.com
Toda Raba
Contact me: aleydas@seerinteractive.com / @aleyda / www.aleydasolis.com
INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
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