How to Optimize Tablets vs. Smartphones

Having attended myriad web conferences over the years, we’ve heard most every prediction you can imagine. Some were a bit misguided (“Portals are the future direction of the Web!”) and others were spot on (“This Google thing seems to have legs…”).

Far and away, though, the most elusive prediction to get right has been “It’s the Year of Mobile!” Having heard this mantra since 2005 or so, it felt like my annual rallying cry regarding the Chicago Cubs World Series chances, with the results always seeming to fall short of expectations.

Expectations and reality finally crossed paths in 2011, and I now feel confident proclaiming that 2011 was indeed the “Year of Mobile” for consumers and marketers alike. More than 50 percent of all new phones purchased in the U.S. are now smartphones, and these devices are the clear driving forces behind the surge in mobile Internet usage.

But if 2011 was finally the Year of Mobile, then 2012 will be about the bifurcation of mobile devices. Tablet adoption has skyrocketed at a blistering pace, reaching almost 36 million devices in the U.S. by the end of 2011.

Although smartphones and tablets share many common attributes, they differ greatly as it relates to where the devices are used, what they use them for, and most importantly, how you should market via search to consumers on the different devices.

share-of-connected-device-traffic-us

How are These Devices Different?

A recent webinar collaboration between comScore and Performics explored the differences between the smartphone and tablets from both a behavioral and functionality perspective, and then dug into some specific techniques you can utilize.

Behaviorally, the first thing to note is where consumers use the devices.

Smartphones accompany consumers pretty much everywhere they go. As they explore the world, their search activity on this device mirrors this ambulatory motion. People look for maps, news bites, pricing comparisons, restaurants, and the like. This on-the-go activity is further supported by the fact that 63 percent of all smartphone Internet access is done via the mobile network.

Tablets, on the other hand, are primarily being used in the home at this time, with 92 percent of tablet Internet access happening on WiFi networks. People use their tablets while lying on the couch, possibly in bed watching TV, surfing the web while lounging. Perhaps it’s the first truly lean-back/lean-forward device. Ultimately the search activity on tablets more closely reflects that of the PC given the similarly stationary environment.

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Similarly, data from Performics indicates that tablet and desktop searchers spend more money directly on their device when compared to smartphone searchers. This helps to reinforce searchers desire for different content and experiences by screen size.

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Functionally, the search experience on a smartphone device is vastly different from that of a tablet, so here are some recommendations for how you should think about your search strategy across channels.

Smartphone Strategy

The small size of the search engine results page (SERP) and the on-the-go search needs on these devices means you should keep it short and simple. Assuming you’re already optimizing your keyword lists for those “on-the-go” terms, the following are your top five most important strategy considerations:

  • Bid for positions 1 & 2: Anything lower will most probably never been seen and your CTRs will plummet.
  • Add sitelinks: You can take up almost one-quarter of the page by expanding the size of your ad creative
  • Include location extensions, hyper local formats, and local offers.

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  • Include Click to Call/Click to download options: It’s critical that your calls to action and KPIs reflect the unique needs of mobile searchers. Remember, this mobile device actually still makes phone calls.

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  • Optimize for organic search: Combine the top paid link with the top organic link and you pretty much have your own mobile SERP.

Tablet Strategy

As noted earlier, the tablet searcher will share more similarities with the PC searcher than the smartphone searcher, so you need to adjust your strategy accordingly. Your top five tablet search strategy considerations are:

  • Bid strategy can account for positions beyond 1 & 2: The large interface and the simple scrolling gesture to view the entire SERP allows for a more nuanced approach to the page/position rank optimization. Although being in position 1 is ideal, tablet campaigns can still work with lower positions.
  • Gear your copy and site links to tablet users: For example, “Purchase now from your tablet.” Since tablet users are most likely at home, your messaging should reflect the types of actions best suited to that environment (click to download is much better suited than click to call).
  • Drive tablet searchers to desktop and tablet specific landing pages: You don’t want to serve a tablet searcher your smartphone optimized mobile landing page.
  • Avoid Flash: iPads make up more than 90 percent of all tablet traffic and they don’t render Flash, so avoid the technology for now.
  • Don’t simply use your smartphone keyword list: Remember, think of tablets like desktops and adjust your keyword groups to best serve this type of searcher. Tablets will allow for longer tail and higher funnel awareness keywords.

Mobile marketers last year began to test the waters of targeting mobile devices differently than they would PCs and desktops. This was a good start, but the multiplicity of devices in use combined with the increasing sophistication of targeting options available is eventually going to require additional effort on your part to best optimize your mobile spend.

Take the time to study the numbers, stay up to date on the evolving trends, and you’ll find your mobile search ROI will move in the right direction.

 

Orginally Posted on http://searchenginewatch.com by Eli Goodman.

4 easy methods to increase your page rank in 3 months or less

 

When it comes to PageRank there’s a lot of people desiring instant results. Let me tell you that instant results don’t exist but you can find good results if you work night and they in your blog or website. Increasing your PageRank could be a great challenge for almost everybody and I personally think that this is something that is absolutely possible. I have been successful and I would like to share with you what exactly you have to do to succeed increasing your visibility in search engines. The following are just some recommendations that will help you to boost your PageRank during the following 3 months.

1. Work efficiently on your keyword tags: Your keywords tags should be treated for you very efficiently so that everything is under control with your in front of search engines. It is very important that you have in mind that and when you are configuring your blog or website you should use keywords that are based on your niche. Within the content try always to use your keywords even in the title of the articles. It will help you a lot to get a good ranking in search engines.

2. Promote your website everyday: The promotion of your website, blog and web content should be everyday during the next 90 days. If you really want to lift your PageRank from the scratch to something that you can feel proud you should work work very hard. I definitely believe that if you work very hard during three months you don’t have to make a huge effort in the near future.

3. Produce high and extended web content: When you write long articles –having at least 500 t0 600 words– and these articles has a good keyword density –about 2% or 3%– you will get a huge visibility in search engines. No matter how powerful is your competitor, you will receive the benefits of search engines in a good time.

4. Link to related sites: This is a wonderful practice for those who are looking for backlinks that produce good effects. When you make a link try to build links with sites that do the same with you.

What is Page Rank

Google PageRank (PR)

is a numeric value that represents how important a website is online. Google becomes the idea that when a web site places a link (link) to another, is in fact a vote for the latter.

The more votes has a page will be considered more important by Google. Moreover, the importance of the page that casts the vote also determines the weight of this vote. In this way, Google calculates the importance of a page thanks to the votes received, taking into account the importance of each page that casts the vote.

PageRankTM (developed by the founders Larry Page and Sergey Brin)is the way Google decides the importance of a page. It is a valuable data because it is one of the factors that determine the position will have a page within the search results. It is not the only factor that Google uses to rank pages, but it is one of the most important.

Keep in mind that not all the links are taken into account by Google. For example, Google filters out and discards the links of pages devoted exclusively to put links (called ‘link farms’).

In addition, Google admits that a page can not control the links that point to it, but you can check the links page to other pages in place. Therefore, links to a page can not harm it, but it links a page to place penalized sites may be harmful to your PageRankTM.

If a site has PR0, it is usually a site penalized, and may not be intelligent to put a link to her.

One way to know a page is PageRankTM download it the Google search bar (only available for MS IExplorer). Bar appears in the one shown in green PageRankTM value on a scale of 0 to 10. PR10 websites are Yahoo, Microsoft, Adobe, Macromedia, and Google. You have a full list of PR10 sites.

Algorithm
The algorithm ‘PageRankTM’ was patented in the United States on 8 January 1998 by Larry Page. The original title is “Method for node ranking in a linked database ‘, and was assigned patent number 6,285,999.

PageRank is a probability distribution used to represent the likelihood that a person randomly clicking on links will arrive at any particular page. PageRank can be calculated for collections of documents of any size. It is assumed in several research papers that the distribution is evenly divided among all documents in the collection at the beginning of the computational process. The PageRank computations require several passes, called “iterations”, through the collection to adjust approximate PageRank values to more closely reflect the theoretical true value.

A probability is expressed as a numeric value between 0 and 1. A 0.5 probability is commonly expressed as a “50% chance” of something happening. Hence, a PageRank of 0.5 means there is a 50% chance that a person clicking on a random link will be directed to the document with the 0.5 PageRank.

SERP Rank

The Search engine results page (SERP) is the actual result returned by a search engine in response to a keyword query. The SERP consists of a list of links to web pages with associated text snippets. The SERP rank of a web page refers to the placement of the corresponding link on the SERP, where higher placement means higher SERP rank. The SERP rank of a web page is not only a function of its PageRank, but depends on a relatively large and continuously adjusted set of factors (over 200), commonly referred to by internet marketers as “Google Love”.Search engine optimization (SEO) is aimed at achieving the highest possible SERP rank for a website or a set of web pages

What is indexing?

Indexing is the processing of the pages scanned and is what creates the index that uses Google to give results when you search.

In fact, the robots do not keep our pages but the analysis and make an index of all the words they see and their location. In addition, process information in the TITLE tag and the ALT attribute content of the images, nor do they do with all that he has a page, for example, do not process the content of most Flash files or dynamic pages .
Just read HTML documents?

No, also extract index information or other files: PDF, PS (Adobe PostScript), leaves of Lotus (wk1, wk2, wk3, wk4, WK5, WKI, wks, wku, lwp) and Excel (xls), documents MW text, DOC, WRI, RTF, ANS, TXT, PowerPoint presentations (ppt) files, Microsoft Works (wks, wps, wdb) and swf.

This is done to give more results, in fact, can do a search indicating that we display only certain types of files, for example:
filetype: doc “search text”
In most cases, even when we do not have the software necessary to interpret, we show the option of seeing them as HTML or plain text.
Conversely, we can eliminate certain types of search results using a filter, for example:
-filetype: pdf “search text”

What are Google’s bots?

Google constantly seek out new pages and / or updated to add to your index and there is a charge of this program that is called Googlebot, the famous robots or spiders (spiders). So how Googlebots are calling the search bots whose sole mission in life is to collect web documents in order to build a database that is used by the search engine of its master.

The Googlebots employ a process based on algorithms that determine which sites to crawl, the frequency and number of pages to fetch from each site. These lists are comprehensive websites to identify links to other pages.

How does Google visit?

They say “regularly” but give no details, speak of many factors that can influence but, the truth is that often you access a site depends almost exclusively on PageRank you have. The higher, more will be visited regularly (wealth generates wealth). Then, they can do every day or take weeks.

Google PageRank and is proud of us know that is the heart of his whole system:

“The heart of Google’s software is PageRank ™, a system for ranking web pages developed by Google’s founders Larry Page and Sergey Brin at Stanford University. And while Google have dozens of engineers working to Improve every aspect of Google on a daily basis, PageRank continues to play a central role in many of our web search tools.