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