Inbound Marketing in a Multi-Device World. Presentation given at KahenaCon 2013 in Jerusalem, Israel: http://www.kahenadigital.com/kahenacon/

1. ALEYDA SOLIS AT KAHENACON IN JERUSALEM, 2013
Inbound Marketing
in a
Multi-Device World

2. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Shalom
INTERNATIONAL, MOBILE & TECHNICAL SEARCH MARKETER
INTERNATIONAL 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

3. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Welcome to Reality. We live in a Multi-Device World.

4. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Driven by Cross-Platform Conversions

5. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Driven by Cross-Platform Conversions
http://bit.ly/gmultideviceconversions

6. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
With even stronger potential

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With even stronger potential
http://bit.ly/emarketermobile

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... but your search strategy needs a make-over

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Let’s See Why...

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Still No Mobile Presence

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No Mobile User Friendly
Still No Mobile Presence

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Non-Optimized Mobile Web

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No Mobile User Friendly
Non-Optimized Mobile Web

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No Cross-Platform Optimization

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Doesn’t incentivize your Desktop Users to Download your App!
No Cross-Platform Optimization

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Intrusive Multi Platform Promotion

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No Mobile User Friendly
Intrusive Multi Platform Promotion

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Start Thinking Inbound

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...for a Multi-Device Presence

20. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
1. Select your Platform

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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

22. 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

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2. Multi-device search Optimization
For Websites

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2. Multi-device search Optimization: Web
Choose a Mobile Web setting according to your Characteristics

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2. Multi-device search Optimization: Web

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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

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2. Multi-device search Optimization: Web
Reorganize your content to be correctly displayed in the devices

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2. Multi-device search Optimization: Web
Reorganize your content to be correctly displayed in the devices

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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/

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2. Multi-device search Optimization: Web
Optimize your Mobile Pages Relevance

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2. Multi-device search Optimization: Web
Enhance your pages visibility w/ structured markup & Google+ Presence

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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

33. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
2. Multi-device search Optimization: Web
Make your Mobile site fast

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2. Multi-device search Optimization: Web
Make your Mobile site fast
Use https://developers.google.com/speed/pagespeed/insights

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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

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2. Multi-device search Optimization
For Apps

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2. Multi-device search Optimization: App
Create and optimize landing pages for your Apps in your Site

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2. Multi-device search Optimization: App
Feature Testimonials, Reviews, Incentivize Downloads

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2. Multi-device search Optimization: App
Integrate your social presence in your app landing page

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2. Multi-device search Optimization: App
More Search Results Visibility with Google+ Sign In with Apps

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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

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2. Multi-device search Optimization: App
Gamify your Mobile Experience: Enhance Loyalty and Generate UGC

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2. Multi-device search Optimization: App
Promote your app in relevant app communities and blogs

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2. Multi-device search Optimization: App
Follow-up with the specific “Applications” search feature in Google

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2. Multi-device search Optimization: App
Research your App category competition w/ App Annie & Searchman

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3. Cross-Promote between your presence

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3. Cross-Promote between your presence
Refer between your multi-device presence non-intrusively

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3. Cross-Promote between your presence
Create multi-device awareness in the different channels

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4. Measure to Improve your Multi-Device Presence

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Check Visits and Conversions per device, keyword, pages of your Web
4. Measure to Improve your Multi-Device Presence

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Use Google Analytics SDK to track your app users and revenue
4. Measure to Improve your Multi-Device Presence

52. 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

53. 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

54. 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

55. 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

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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

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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/

58. INBOUND MARKETING IN A MULTIDEVICE WORLD BY @ALEYDA AT THE #KAHENACON
Evolve your Inbound Marketing... to think Multidevice
Select your Platform
Web Apps
2.
3. Cross- Promote
Optimize for
4.
1.
Web Apps
Measure your

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There’s NO excuse. The future is Multi-Device.

60. 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