In the final webinar of the Transformation 2015 series, we explored “The Shift for Driving Search Marketing Success.”
With more and more consumers searching via mobile devices, you need to know what mobile search is and how it impacts your website traffic.
Search marketing goals for both B2B and B2C have evolved from increasing search engine rankings and driving website traffic to maximizing conversions and ROI.
“The Shift for Driving Search Marketing Success” webinar focused on four key takeaways for search marketing in 2015:
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Mobile Search Optimization: Make mobile a priority
The top search marketing trend to watch in 2015 is the shift to mobile. Search is the most common way consumers continue from one device to another. It’s also important to keep in mind that mobile users have half the bandwidth and are twice as impatient.
50 percent of all mobile searches have local intent and 81 percent of mobile searches are driven by speed and convenience.
Mobile search= high purchase intent.
Don’t look foolish. If your website isn’t mobile-friendly you are losing out on search marketing.
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User Experience: Optimize the user experience for higher search rankings
Due to search engines assessing websites by users’ on-site engagement, it is very important to optimize the user experience. Our audiences own multiple devices and are accustomed to choosing which is most functional at that moment. This is a major shift for marketers as they need to market via multiple screens and to be found via multiple devices. As access to devices continues to change, so do the rules of search marketing best practices. Customers want to find companies that earn their attention.
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Timing and Geotargeting
Location is the new cookie. It represents a way to track the movements of consumers over time and media types. With this being said you need to connect with the right audience, in the right place and precisely the right time. Geolocations, geofencing, and beacon technologies make real-time one-on-one marketing a reality.
45 percent of mobile searches are goal-oriented and conducted to make a decision.
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Measuring and Analytics
In 2015 the shift is from creative-driven to data-driven marketing. Analyze, test, and measure for:
- Effectiveness
- Efficiency
- Learnability
- Memorability
- Error prevention/handling
- User satisfaction
In addition to analytics, use website heat maps to illustrate how your audience is engaging with your content.
The key takeaways for search marketing success are to focus on conversions, how mobile-friendly design impacts search rankings, and to always create content with your audience in mind.
If your marketing plan could use a little help, contact us today by filling out our contact form, or giving us a call at 404.751.1043.
