Transcript HOWDY, PARTNER.

Mobile Search
Optimization:
Turning Neighbors
Into Patients
HOWDY,
PARTNER.
SPARK MARKETING | 2015
1. MEET SPARK - THE POWER OF DIGITAL MARKETING
2. 2015 - THE YEAR OF MOBILE
3. YOUR MOBILE WEB PRESENCE - DOING IT RIGHT
AGENDA
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DIFFERENCES - DESKTOP & MOBILE
■
DESIGN & DEVELOPMENT
■
WHAT’S RIGHT FOR YOU?
4. LOCAL SEO
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SEO - INTRODUCTION / RECAP
■
WHAT CAN YOU DO?
MEET SPARK
1.
2.
3.
4.
Specialized Online Marketing Agency
Started in 2007
30 employees
2 offices - located in Toronto and Austin
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THE POWER OF
DIGITAL MARKETING
1. Convenience
2. Reach
3. Personalization
4. Relationships
5. Data
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2015 - THE YEAR OF MOBILE
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2015 - THE YEAR OF MOBILE 1
In 2015, mobile searches surpassed desktop
for the first time.
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2015 - THE YEAR OF MOBILE 2
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DIGITAL MARKETING = DATA
▸1,525% mobile data increase 2010-15
▸72% of consumers want mobile sites
▸Smartphone users have doubled in Canada
between 2010 and 2014
▸Average attention span: 5-7 seconds.
Massive consequences for the mobile web!
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DIGITAL MARKETING = DATA
▸94% of smartphone owners look for
local information on their phone
▸53% of mobile searches have local intent
▸89% searched for a local business on their
smartphone once a week or more with 58%
searching at least daily
▸61% of mobile search results in a phone call
▸70% of mobile searches result in action
being taken within an hour as opposed a
week for desktop
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#MOBILEGEDDON - THX GOOGLE
April 21st, 2015: Google changes their
Algorithm to display significantly different
results for desktop and mobile based on mobilereadiness of your website
Does not affect desktop searches
Good for users, web developers, and
marketers (sort of) - expensive for businesses
Test it yourself:
https://www.google.com/webmasters/tools/mobile-friendly
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#MOBILEGEDDON - THX GOOGLE
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#MOBILEGEDDON - THX GOOGLE
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YOUR MOBILE WEB PRESENCE - DOING IT RIGHT
DIFFERENCES BETWEEN
DESKTOP AND MOBILE
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THE 3 RULES OF MOBILE
▸Cut features
Eliminate anything not core to the mobile user
▸Cut content
Eliminate “walls of text”, defer to other pages
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▸Enlarge interface elements
Accommodate for the “sausage finger”
problem
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THE MOBILE USER EXPERIENCE
▸Smaller screen
▹Makes everything (e.g. image
buttons) more difficult to make out
▹Makes “walls of text” and images with a
lot of text more cumbersome to read
▹Changes your web design requirements
▸Entirely different input - tap & drag!
▸Much lower bandwidth than desktop
▸Differences in visitor motivation - local!
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Mobile Example
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Mobile Example
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WHAT TO WATCH OUT FOR
▸Cut features,
▸Cut content,
▸Enlarge interface elements!
▸Minimize load times
▸Optimize for converting local traffic
▸Test it: View your site on common devices!
▸Get it done yesterday!
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YOUR MOBILE WEB PRESENCE - DOING IT RIGHT
DESIGN, DEVELOPMENT,
WHAT’S RIGHT FOR YOU?
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DEVELOPMENT
▸There are 3 different basic approaches
▸Pros & Cons to each, but (spoiler alert)
Responsive wins
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RESPONSIVE DESIGN
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RESPONSIVE DESIGN
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DYNAMIC SERVING
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PARALLEL MOBILE DESIGN
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WHAT’S BEST FOR YOU?
▸Responsive is by far the best option:
▹Visitors like it
▹Google likes it
▹Webmasters and marketers like it
▸Significant mobile customization is still
possible - including menu changes, banner
changes, etc.
▸Avoid the temptation of parallel users and Google are not impressed.
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LOCAL SEARCH ENGINE OPTIMIZATION
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SEO - RECAP / INTRODUCTION
Aimed at increasing your rankings in
search engines - e.g. Google, Google maps…
As opposed to “outbound” campaigns (e.g.
display advertising, Google adwords..)
SEO yields on, on average, 9-10x the results of
outbound campaigns, however..
Long-term strategy - 6-8 months until results
VS. Display Advertising - 2-3 months until results
Google algorithms improve constantly
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SEO VS. AD CAMPAIGN
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Local SEO is the practice of
▸building signals of relevancy
▸around a location, or series of locations.
LOCAL SEO
VS
REGULAR SEO
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Traditional organic SEO involves marketing
content that isn’t tied to a brick and mortar
office - NOT RELEVANT FOR YOU.
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In Local Box!
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In Local Box!
First Place!
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In Local Box!
First Place!
Stars!
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Big marker!
In Local Box!
First Place!
Stars!
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LOCAL SEO - WHAT CAN YOU DO?
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GET MOBILE!
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GET ON GOOGLE.COM/BUSINESS
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CONTACT INFO CONSISTENCY
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CREATE HIGH QUALITY CONTENT
▸Downloadables (e.g. whitepapers)
▸Blog posts
▸Videos
▸Tutorials
▸Check lists
▸Answer questions which your
patients ask Google!
▸e.g. “How to ensure rotator
cuff heals well at home”
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CREATE / FIX CITATIONS
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FIX YOUR SOCIAL PROFILES
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GET EXTERNAL LINKS
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GET HELP! - wink, wink
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IT’S A MARATHON,
NOT A SPRINT!
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RESULTS IN $ - IS SEO WORTH IT?
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▸Digital marketing allows for data and
reporting like no other marketing channel!
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▸Chiropractor clients pay on average
$1,000 / month, and get 50+ phone calls / month
from our SEO work.
▸Our clients tell us the most conservative number for
call conversions is 20% = 10 new patients / month
▸Are 10 new patients a month worth $1,000? Let’s see.
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RESULTS IN $ - IS SEO WORTH IT?
▸Average lifetime patient value?
Let’s go with $400 conservatively - likely higher.
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▸$1,000 investment for 10 new patients / month
= $4,000 revenue - $1,000 cost = $3,000 profit
▸“But results only kick in after 6-8 months!”
▸Alright, assume year 1, results only from month 9-12:
= (40 patients * $400) - (12 months * $1,000 cost)
= Campaign paid for itself + $4,000 profit after year 1.
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Falk Jaehnchen, M.B.A. (Marketing)
Thank you!
[email protected]
647-303-3964
Questions, please! :)
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