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mobile Archives - STRYDE

iOS 9 is Going Local: 6 Tips To Getting Optimized for iOS Search

By | Inbound Marketing, Mobile, News, Search Marketing | No Comments

“Location, location, location” is no longer a mantra for those in real-estate alone. Apple is turning marketers’ heads with its latest mobile operating system, iOS 9, to be released this fall; this time, having a stronger focus on local search. Just like with any major update (we might recall Google’s Mobilegeddon earlier this year) brands and businesses have a brief opportunity to implement changes in an effort to rise to search stardom, or they may sink between the cracks.  

For the first time, mobile app content will be integrated into search, providing an opportunity for users to connect with location-based content. Apple Maps, a local search platform for millions, will implement features to enhance location detail and provide local business search results, as well as detailed public transit information.

These changes could prove to be a great opportunity for local business to be brought to the forefront; having store locations and other important information displayed in Apple Maps though Siri, Spotlight, and Safari search.

Your site may already be marked, “mobile-friendly”, but there is a narrow window to get your site and apps optimized for iOS local search in time for the update. Here’s what to look for to be sure you’re up to speed:

1. Check your location data

Getting your business on Apple’s radar is just the beginning. Check to see that your location data is up to date and visible to its web and app crawler, Applebot. Keep your location data consistently visible and include a store locator feature for you app or website.

2. Provide rich results

Make your content richer by using images, reviews, actions, and adding metadata wherever possible. Keyword usage is an imperative practice as well but be careful not to “over-stuff” and to stay relevant to the content topic. Applebot will ideally recognize it and reward you for having ample, relevant information to scan.

3. Index your best

Improve your “engagement-to-shown” ratio by indexing your best content with a focus on local search. Always index positive user-generated content, as well as content that provides any information on location. Avoid duplicate content by using the same identifier for the same item across multiple APIs.

4. Use schema

Help iOS return more of your information results to users by making sure to markup your website with schema. Two actions are currently supported by iOS; calling a phone number, and getting directions to an address. There are plenty of resources available to help you implement schemas to build out your SERP real estate with more detail, as in this example:
schema-seo-rich-snippetsImage Source

5. Know that speed is a factor

Check the amount of time it takes from from tapping a search result to the content displaying in your app. Apple will be measuring it as well and using this information as a ranking factor.

6. Get user-generated content

Let your users speak for you. Incorporating ratings, reviews, and testimonials will help to give your content a more local focus. Allow users to engage in these actions via your app, website, and social media platforms, and your content will be more likely to show up in search results.

The new iOS 9 update provides the chance for local businesses to be seen in a new light. By taking the necessary actions to implement changes to your site or app, your local business or brand can stay ahead of the curve and gain a competitive advantage over the big players in search results.

What changes are you making to be ready for iOS 9 local search?

Share and comment below!

STRYDE | Google Announces Two Important Ranking Signal Changes

Google Announces Two Important Ranking Signal Changes

By | Industry News | No Comments

Yesterday, February 26, 2015, Google announced two changes to “help users discover more mobile-friendly content.” Recognizing shifting user habits, Google is adjusting the ranking signals to mobile-friendly pages and app indexing.

In the update posted yesterday to Google Webmaster Central, Takaki Makino, Chaesang Jung, and Doantam Phan outlined the changes to the algorithm and when these changes will go into effect.

On more mobile-friendly websites in search results:

Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.

What does this mean for your website? It means that your site better be mobile-friendly! Google has given website owners plenty of time, almost two full months, to make the necessary adjustments to their sites. If you need help getting started, head over to Google Developer Mobile-Friendly Websites guide.

The second change impacts how app content is shown within search results:

Starting today, we will begin to use information from indexed apps as a factor in ranking for signed-in users who have the app installed. As a result, we may now surface content from indexed apps more prominently in search.

If you have an app, you need to implement App Indexing as soon as possible. With App Indexing, users can go directly from relevant search results to your app, as long as it’s already installed on their phone.

It seems that all of the 2015 predictions that rolled out last month are already coming to fruition: mobile is indeed the focus of the year! We think this will serve as a great benefit to user experience, and website owners should make the necessary changes to better serve consumers. What do you think about the announcement?

Read the original update from Google on Finding more mobile-friendly search results here.

Don’t Need A Mobile Strategy? Think Again!

By | Mobile | One Comment

I came across this graphic yesterday while putting together a newsletter for one of our awesome clients and felt it needed to be posted on our blog.

As I talk to prospects and clients, I hear on a regular basis, “I don’t need a mobile strategy, my target audience doesn’t use mobile devices to find what we offer”. I’m not going to lie, I’m guilty of playing into this as well, but it’s not true. Case in point: my dad is in his late 50’s, is an electrician, has a Kindle Fire and is getting his first smart phone in the next few weeks. I guarantee he will be sitting in his truck ordering electrical boxes and wire on his phone by the end of the year. It’s just too easy!

The problem is, two of the sites that he would probably order from (or at least look product up) are awful when it comes to ease of use on a mobile device. See for yourself… www.codale.com and www.royalutah.com.

I don’t care who you are, what you do, or who your target audience is, it is going to be critical for all businesses to have a mobile strategy in 2014 or you’re competitors will eat your lunch.

Here are some points in the graphic that really stood out to me:

  • Mobile internet usage will overtake desktop internet usage (that’s scary)
  • 81% of U.S. cell phone users will have a smartphone by the end of 2014
  • 75% of mobile users use their mobile device for shopping
  • 53% of American consumers use their smartphone to access the search engines as least once per day
  • 52% of all local searches are performed on a mobile device
  • 71% of mobile users expect web pages to load almost as quickly or faster than web pages on their desktop
  • 74% of consumers will wait no longer than 5 seconds for a web page to load on their mobile device before going elsewhere

If those seven points are not enough to get the ball moving, I don’t know what will. I hope you enjoy the rest of the graphic and if you need help with a mobile strategy, don’t hesitate to reach out.

mobile usage infographic

5 Mobile Optimization Strategies You Can’t Afford To Ignore

By | Conversion Optimization | No Comments

mobile-optimizationI don’t know about you, but I’m plugged into mobile technology from the moment I get up in the morning, until the moment I go to bed. I rely on my iPhone and iPad to help me in almost everything I do, including finding addresses and phone numbers for businesses to figuring out where the nearest Chick-fil-a is and how to get there as quick as possible. I know that mobile technology plays a huge role in each of our lives and because of that, it’s becoming critical to the success of businesses to get on board with mobile optimization.

It’s true when marketers say that if you are ignoring mobile, you are losing visibility and losing market share. In today’s post, I wanted to address five mobile optimization strategies that your business can’t afford to ignore. Before we jump in, I want to clarify that when I say mobile optimization, I am not referring to building and optimizing a mobile website. I am talking about optimizing your business to be found through mobile usage. Let’s get started!

Responsive Web Design

First and foremost, having a website that is easily accessible (and usable) from any mobile device is critical to the success of your business. Five years ago, this was accomplished by developing a “mobile version” of your website that would be served to you if you were on a mobile device. Today, mobile versions are out and responsive design is in.

For those who are unfamiliar with responsive web design, to put it simply, the website and each design element is resized based on the width of the browser. It doesn’t matter if you are viewing a site on a 24′ Thunderbolt monitor, or an iPhone, the site will resize and be easy to use. This is just the first thing you need to do to get your business optimized for mobile.

For more information about responsive web design, here’s a great beginners guide.

Maps Optimization

The second thing you need to do to get your business optimized is to make sure that you have your Google+ Local Page (Google Map) and your Bing and Yahoo maps set up and optimized properly. If you’ve run any local search queries on a mobile device (city name electrician), they are triggering maps results and if your map isn’t set up or optimized, you are losing potential revenue.

We’ve written about setting up your Google+ Local Page, however, David Mihm has written extensively on the topic of maps optimization, you can check out his blog here for other optimization tips.

Social

The third way to optimize your business for mobile is to get social! Social media consumption continues to grow every day and more people are using services like Yelp and Foursquare to find new places to eat and shop. They are also turning to their friends on Twitter and Facebook for recommendations. The goal here is to have a presence wherever your potential customers are, so be strategic about it. First understand who your customers are and then where and how to reach them.

Siri

The fourth way to get your business optimized for mobile is to get serious about Siri. Yup, you heard right… Siri! As the demand for devices powered by iOS continues to grow, so will Siri usage. I use Siri daily and I’m positive that millions of other users do as well.

Since Siri is so new, marketers are still testing and figuring out how to optimize to show up higher in the returned results. Matt Siltala of Avalaunch Media has led the charge with testing and teaching the rest of us how to optimize for Siri and from his research, it seems as though results returned from Siri are highly correlated with Yelp data. Instead of rehashing everything from Matt’s amazing presentation at SMX East last year, here’s a link to his slide deck. You’re welcome!

App Development

The fifth and last way to get your business optimized for mobile is to develop a mobile app. I put this one last because it may not be reasonable for many businesses, but when it does make sense, you should develop one and push it to your customers. Having a mobile app is not only perfect for increasing your stickiness and growing your customer lifetime value, but to also attract new customers.

So there you have it. These are our top five business optimization strategies to help you grow your revenue through mobile usage. Please share with us any comments or questions you might have in the section below.