Mobile Search Optimization: HOWDY, PARTNER. Turning Neighbors Into Patients SPARK MARKETING 2015

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1 Mobile Search Optimization: Turning Neighbors Into Patients HOWDY, PARTNER.

2 1. MEET SPARK - THE POWER OF DIGITAL MARKETING THE YEAR OF MOBILE 3. YOUR MOBILE WEB PRESENCE - DOING IT RIGHT DIFFERENCES - DESKTOP & MOBILE DESIGN & DEVELOPMENT WHAT S RIGHT FOR YOU? AGENDA 4. LOCAL SEO SEO - INTRODUCTION / RECAP WHAT CAN YOU DO?

3 MEET SPARK 1. Specialized Online Marketing Agency 2. Started in employees 4. 2 offices - located in Toronto and Austin 3

4 4

5 THE POWER OF DIGITAL MARKETING 1. Convenience 2. Reach 3. Personalization 4. Relationships 5. Data 5

6 THE YEAR OF MOBILE 6

7 THE YEAR OF MOBILE 1 In 2015, mobile searches surpassed desktop for the first time. 7

8 THE YEAR OF MOBILE 2 8

9 DIGITAL MARKETING = DATA 1,525% mobile data increase % 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! 9

10 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 10

11 #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: 11

12 #MOBILEGEDDON - THX GOOGLE 12

13 #MOBILEGEDDON - THX GOOGLE 13

14 YOUR MOBILE WEB PRESENCE - DOING IT RIGHT DIFFERENCES BETWEEN DESKTOP AND MOBILE 14

15 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 Enlarge interface elements Accommodate for the sausage finger problem 15

16 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! 16

17 Mobile Example 17

18 Mobile Example 18

19 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! 19

20 YOUR MOBILE WEB PRESENCE - DOING IT RIGHT DESIGN, DEVELOPMENT, WHAT S RIGHT FOR YOU? 20

21 DEVELOPMENT There are 3 different basic approaches Pros & Cons to each, but (spoiler alert) Responsive wins 21

22 RESPONSIVE DESIGN 22

23 RESPONSIVE DESIGN 23

24 DYNAMIC SERVING 24

25 PARALLEL MOBILE DESIGN 25

26 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. 26

27 LOCAL SEARCH ENGINE OPTIMIZATION 27

28 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 months until results VS. Display Advertising months until results Google algorithms improve constantly 28

29 SEO VS. AD CAMPAIGN 29

30 Local SEO is the practice of building signals of relevancy around a location, or series of locations. LOCAL SEO VS REGULAR SEO Traditional organic SEO involves marketing content that isn t tied to a brick and mortar office - NOT RELEVANT FOR YOU. 30

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32 In Local Box! 32

33 In Local Box! First Place! 33

34 In Local Box! First Place! Stars! 34

35 Big marker! In Local Box! First Place! Stars! 35

36 LOCAL SEO - WHAT CAN YOU DO? 36

37 GET MOBILE! 37

38 GET ON GOOGLE.COM/BUSINESS 38

39 CONTACT INFO CONSISTENCY 39

40 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 40

41 CREATE / FIX CITATIONS 41

42 FIX YOUR SOCIAL PROFILES 42

43 GET EXTERNAL LINKS 43

44 GET HELP! - wink, wink 44

45 IT S A MARATHON, NOT A SPRINT! 45

46 RESULTS IN $ - IS SEO WORTH IT? Digital marketing allows for data and reporting like no other marketing channel! 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. $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ 46

47 RESULTS IN $ - IS SEO WORTH IT? Average lifetime patient value? Let s go with $400 conservatively - likely higher. $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. $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ 47

48 Thank you! Falk Jaehnchen, M.B.A. (Marketing) Questions, please! :) 48