There has been a lot of talk so far this year about mobile devices. With the iPad3 due out later this spring, everyone is expecting another seismic shift in use. Apple mobile product releases usually cause an immediate shift in use. For instance, with last Spring’s iPad2 release, iPad use skyrocketed so much that iPads began showing up as the #3 or even #2 used mobile device on many of our clients’ mobile stats. This caused a wave of interest in developing iPad sites. This was also accompanied by a huge swell in mobile use from other mobile devices as well.
Since we will take the next step in this headlong plunge into mobile use very soon, I’ll list out the benchmarks I’ve been discussing with clients and prospective clients every day this year. Google Analytics lists your mobile traffic under visitors. The interface does a great job and quantifying the mobile traffic and comparing it to your overall site use. Here are some easy benchmarks you should watch out for to know if you are providing the proper mobile experience.
5% -10% Mobile Traffic:
Develop a starter smartphone site (7 or so pages of key content)
10-15% Mobile Traffic:
Add more content (5-7 additional pages of the next most relevant content)
15-20% Mobile Traffic:
Begin watching for significant use of iPads. iPads will default to the iPhone version of your mobile starter site and not look right. If your iPad traffic reaches 40% of your mobile traffic or if it is the #1 source of mobile visits, it is suggested to develop an iPad site.
20-25% Mobile Traffic:
It’s time to build out the remaining relevant content on your site. If 1 in 4 or 5 visitors are coming in via mobile devices, that is significant enough to give them the full presentation.
25% -30% Mobile Traffic:
Check iPad traffic to make sure you are presenting enough info to iPad users. Also, it’s time to begin focusing on the user experience from your mobile users. If 1 in 3 visitors are coming via mobile devices, we need to know traditional metrics. At the 30% mark, add a separate tracking telephone number to the smartphone site and the Ipad site to track incoming calls.
30% - 35% Mobile Traffic:
We actually have some clients here already, so don’t think this is not coming. Assuming the sites are smartphone and iPad sites are completely built out and phone tracking is in, begin active analysis of use to determine how to improve benchmark use stats and responses in the mobile mediums.
40%+ Mobile Traffic:
Using the metrics, institute any redesign steps necessary to maximize the user experience to improve benchmarks and results, just like you would your standard web site. At this point, treat the development and improvement of your mobile sites just as you would your regular web site.
By this time next year, we could all very well be in the 25% mobile use range, looking toward that big 40% mark. Chances are, some will already be nearing the 40% mark. The iPad3 is coming and so is more mobile use than ever. It’s time to fully embrace the smartphone and iPad user and make sure they are making your best impression on mobile devices. If you are ready to develop a smartphone or an iPad site, please let me know at donald@dogstarmedia.com
Tuesday, February 28, 2012
Tuesday, February 21, 2012
Targeted Keyword SEO
When it comes to search engine optimization, we often get the question, “So how does Dr. So-and-So get his site ranked #1 on ___________? (a certain keyword). Of course, it is always a combination of unique factors. Now we have a way of telling you exactly. And, we are adding to our SEO offerings to allow clients to aggressively mirror and surpass the factors that the factors of the #1 site on their most desired keywords.
We call this process Targeted Keyword Optimization. In this program, you identify one keyword on which you want to be ranked #1 organically. Using a new reporting technology, we can determine the specifics of why that site is ranked #1, thus creating a road map to mirror or surpass to achieve greater relevance. This is a research and labor intensive program that requires a significant amount of monthly work. And, like all organic efforts, the only thing we can assure is that the work will be done and measured. No one can tell the search engines to change rankings and there are factors (such as site traffic) that are out of our control.
However, if you want to be #1 on a given keyword, our Targeted Keyword Optimization program provides a road map . So, if there is a term on which you want to be #1, why not give it a try? Here is how it works:
Targeted Keyword Optimization is Dog Star Media’s new Elite SEO Program, replacing our previous Elite Program where the focus was on Efficient Keyword Optimization. In our new Elite SEO Program, you select one keyword and our analytical report outlines how the #1 site on that keyword maintains that #1 position. That information creates a road map for us to work in an attempt to mirror or surpass those factors. This report will also show you what it takes to be #1 on a significant keyword term that is important to you so you will know exactly what it takes. The program cost $1000/month and the minimum amount of time spent on one keyword is four months.
Is there a term on which you want to be #1 or highly ranked... and that term seems out of reach? If you want to take a run at a certain keyword, our new Elite SEO program is a great way to do it with a road map. If you are interested in trying our new Elite SEO program, please email me at donald@dogstarmedia.com.
We call this process Targeted Keyword Optimization. In this program, you identify one keyword on which you want to be ranked #1 organically. Using a new reporting technology, we can determine the specifics of why that site is ranked #1, thus creating a road map to mirror or surpass to achieve greater relevance. This is a research and labor intensive program that requires a significant amount of monthly work. And, like all organic efforts, the only thing we can assure is that the work will be done and measured. No one can tell the search engines to change rankings and there are factors (such as site traffic) that are out of our control.
However, if you want to be #1 on a given keyword, our Targeted Keyword Optimization program provides a road map . So, if there is a term on which you want to be #1, why not give it a try? Here is how it works:
Targeted Keyword Optimization is Dog Star Media’s new Elite SEO Program, replacing our previous Elite Program where the focus was on Efficient Keyword Optimization. In our new Elite SEO Program, you select one keyword and our analytical report outlines how the #1 site on that keyword maintains that #1 position. That information creates a road map for us to work in an attempt to mirror or surpass those factors. This report will also show you what it takes to be #1 on a significant keyword term that is important to you so you will know exactly what it takes. The program cost $1000/month and the minimum amount of time spent on one keyword is four months.
Is there a term on which you want to be #1 or highly ranked... and that term seems out of reach? If you want to take a run at a certain keyword, our new Elite SEO program is a great way to do it with a road map. If you are interested in trying our new Elite SEO program, please email me at donald@dogstarmedia.com.
Tuesday, February 14, 2012
Mobile: The Top-Down Push
An article I saw over the weekend on Tech Crunch puts out some fine points on how the big advertisers are addressing the emergence of the mobile hardware as a primary means of connectivity.
A lot of the information in this article by David Hewitt, who is the VP and global mobile practice lead at SapientNitro, is about how large advertisers will address this emerging trend. However, if you have any questions about the importance of mobile strategies, you should read it. Why? Because it’s clear this is not cutting edge stuff any more. It’s not even leading edge. It is here and if the big boys are focusing there, it means that the broad market is there. And, wherever the broad market is, niche markets are hidden inside.
Want a few quick hits from this article that apply to your practice’s mobile strategy? Here are a few:
“2012 will be the year of getting websites and relevant marketing assets optimized for tablets, not just smartphones — especially as tablets continue to heat up for mobile commerce and chip away at market share for everyday PC tasks.”
And...
“Much of 2011′s mobile marketing budgets were still made up of slush fund ad budgets. Expect to see more purposeful campaigns and sizable budgets set aside for mobile.”
In other words, get serious about mobile strategies, both smartphone and tablet (iPad). 2011 was the year everyone got their feet wet with mobile strategies. And, just like everything else, the moment a certain medium becomes established with an audience, there is a “working it out” phase where early adopters figure out the best strategies. Once that period passes... like it did in 2011, then the landrush is on. And, pretty much, in 2012 if you are not ready to compete with mobile and iPad sites, you are going to be lagging behind.
If you are ready to start or upgrade your smartphone or iPad sites, please contact me today at donald@dogstarmedia.com.
A lot of the information in this article by David Hewitt, who is the VP and global mobile practice lead at SapientNitro, is about how large advertisers will address this emerging trend. However, if you have any questions about the importance of mobile strategies, you should read it. Why? Because it’s clear this is not cutting edge stuff any more. It’s not even leading edge. It is here and if the big boys are focusing there, it means that the broad market is there. And, wherever the broad market is, niche markets are hidden inside.
Want a few quick hits from this article that apply to your practice’s mobile strategy? Here are a few:
“2012 will be the year of getting websites and relevant marketing assets optimized for tablets, not just smartphones — especially as tablets continue to heat up for mobile commerce and chip away at market share for everyday PC tasks.”
And...
“Much of 2011′s mobile marketing budgets were still made up of slush fund ad budgets. Expect to see more purposeful campaigns and sizable budgets set aside for mobile.”
In other words, get serious about mobile strategies, both smartphone and tablet (iPad). 2011 was the year everyone got their feet wet with mobile strategies. And, just like everything else, the moment a certain medium becomes established with an audience, there is a “working it out” phase where early adopters figure out the best strategies. Once that period passes... like it did in 2011, then the landrush is on. And, pretty much, in 2012 if you are not ready to compete with mobile and iPad sites, you are going to be lagging behind.
If you are ready to start or upgrade your smartphone or iPad sites, please contact me today at donald@dogstarmedia.com.
Tuesday, February 7, 2012
Remember when...?
With all the conversations about mobile web sites (both for smart phones and for iPads), I think it is pretty clear that we are at a tipping point regarding accepting the need for mobile sites right now. It reminds me of two other big hurdles the market has had to leap over since marketing online really caught on so many years ago.
Remember when... in the days before high-speed Internet how everyone resisted the use of graphics because of downloading time? Of course now, that sounds silly but in the early days of web marketing, a vast majority resisted sites with graphics on the perception that they took too long to download. The ones that grabbed the advantage were the early adopters who recognized that attractive presentation counted and graphics made your site more attractive.
Remember when... in the early days of high speed Internet, how everyone resisted Flash animations on their web sites because Flash required the Flash browser plug-in? Again, this sounds ridiculous now because of the wide use (more than 99%) of the plug in browsers today. The ones that grabbed an advantage were the early adopters who recognized that added aesthetics portrayed a higher value and the smooth moving animations of Flash portrayed a higher aesthetic quality.
In both cases, we saw the tradition bell curve of adoption play out. The early adopters blazed ahead, gaining new advantages while the resisters or uninformed majority slowly adopted the changes, ultimately all climbing on the bandwagon at once. And, of course there is the lagging behind group who never gets it. In fact, every once in a while, I stumble on someone still resisting graphics... yes, they are still out there.
Now we are on the adoption bell curve for mobile sites. The early group jumped in the minute that Google started displaying mobile use stats on analytics. Many of them have had mobile sites for more than a year. Even as long as two years ago, it was a documented fact that more than 50% of Internet use was via mobile devices. So, for those paying attention, adding a mobile-friendly site only made sense.
Now we are climbing up the big middle of the bell curve. What is it that is causing the land rush now? The stats have been compelling for years now... so what has changed? Is it that the doctors have had enough experience as mobile users to understand the benefits? Is that that people offering advice like I am are finally getting through? Is it market peer pressure? I think it is all of the above but there is no doubt... it is here.
So, suffice it to say that a mass adoption is occurring. Business owners are beginning to realize that it is important to have a site version for smart phones and iPads. This late-arriving crowd is beginning to understand that when 20-25% of site users are viewing the site with mobile devices, that the market is changing and they need to change with it. Just like taking that risk that graphics will download... or that users will have that Flash plug-in... it’s time to jump in the pool on mobile sites. The market is there already.... so it’s time. I just saw a report that our first client breached the 30% mobile use mark. A big group just rounded 20% and is headed for 25%. There is no telling where the ceiling is on this.
If you are interested in adding or upgrading a smart phone site or an iPad site, please contact me today at donald@dogstarmedia.com. For years now, Dog Star Media has offered low-cost starter mobile sites with affordable upgrades for when your mobile traffic increases.
Remember when... in the days before high-speed Internet how everyone resisted the use of graphics because of downloading time? Of course now, that sounds silly but in the early days of web marketing, a vast majority resisted sites with graphics on the perception that they took too long to download. The ones that grabbed the advantage were the early adopters who recognized that attractive presentation counted and graphics made your site more attractive.
Remember when... in the early days of high speed Internet, how everyone resisted Flash animations on their web sites because Flash required the Flash browser plug-in? Again, this sounds ridiculous now because of the wide use (more than 99%) of the plug in browsers today. The ones that grabbed an advantage were the early adopters who recognized that added aesthetics portrayed a higher value and the smooth moving animations of Flash portrayed a higher aesthetic quality.
In both cases, we saw the tradition bell curve of adoption play out. The early adopters blazed ahead, gaining new advantages while the resisters or uninformed majority slowly adopted the changes, ultimately all climbing on the bandwagon at once. And, of course there is the lagging behind group who never gets it. In fact, every once in a while, I stumble on someone still resisting graphics... yes, they are still out there.
Now we are on the adoption bell curve for mobile sites. The early group jumped in the minute that Google started displaying mobile use stats on analytics. Many of them have had mobile sites for more than a year. Even as long as two years ago, it was a documented fact that more than 50% of Internet use was via mobile devices. So, for those paying attention, adding a mobile-friendly site only made sense.
Now we are climbing up the big middle of the bell curve. What is it that is causing the land rush now? The stats have been compelling for years now... so what has changed? Is it that the doctors have had enough experience as mobile users to understand the benefits? Is that that people offering advice like I am are finally getting through? Is it market peer pressure? I think it is all of the above but there is no doubt... it is here.
So, suffice it to say that a mass adoption is occurring. Business owners are beginning to realize that it is important to have a site version for smart phones and iPads. This late-arriving crowd is beginning to understand that when 20-25% of site users are viewing the site with mobile devices, that the market is changing and they need to change with it. Just like taking that risk that graphics will download... or that users will have that Flash plug-in... it’s time to jump in the pool on mobile sites. The market is there already.... so it’s time. I just saw a report that our first client breached the 30% mobile use mark. A big group just rounded 20% and is headed for 25%. There is no telling where the ceiling is on this.
If you are interested in adding or upgrading a smart phone site or an iPad site, please contact me today at donald@dogstarmedia.com. For years now, Dog Star Media has offered low-cost starter mobile sites with affordable upgrades for when your mobile traffic increases.
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