November 21, 2011

10 Ways To Play Google’s Delay in Securing Mobile Search

Happy Thanksgiving week!

Today over at Search Engine Land, I look at Google’s recent introduction of “secure search” as it relates to mobile search, and in particular, it’s absence from mobile Google queries. I think this is fairly surprising, since mobile searchers seem likely to benefit much more from secure search than desktop searchers.

You’ll see why I think this delay is in Google’s strategic interest, and that I don’t expect it to last forever.

I provide 10 steps every search marketer should be taking today, before your mobile organic keyword data vanishes into the “not provided” bucket as well.

Here are those 10 steps:

  1. Audit your site’s mobility for your top desktop site category, subcategory and product pages
  2. Export from your analytics the organic mobile keyword referral data for each of these pages
  3. Benchmark your mobile SERP rankings (by parsing the referring URL for “cd=” parameter)
  4. Upload these phrases into the Google AdWords keyword tool to get exact match demand
  5. Calculate your actual keyword market share
  6. Apply GoMo (and other) case study results for average order size and conversion
  7. Extrapolate incremental revenue projections
  8. Calculate ROI by dividing incremental revenue by cost of developing /integrating mobile content
  9. Prioritize development of each mobile page by ranking against ROI or incremental revenue
  10. Build and integrate mobile pages not just for searchers, but all mobile users

I think you’ll be thankful you did!


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