Paul: Yeah, that makes perfect sense. I have something that I would — that we would like — we’re going to get into today is mobile marketing. And this is a special thank you to Dean Calhoun who was our production manager today. Pretty supplied all of the content for today’s podcast. Chris: And Dean is with — Paul: Affygility Solutions. He is their CEO, podcast man, traveler [Laughs]. So this guy is all over the place. We’re friends on Facebook and I’m like you’re in Denver one day and Miami the next day. You know, this guy is just everywhere and fantastic too. Chris: You see him and you don’t see him? Paul: Yeah. This guy is all over the place. So, he had asked some questions last year about — on our discussion board about mobile marketing and how do you feel about mobile and everything is going mobile. And we did a little research and we’re going to cover more on this, but I just kind of want to touch base with it today. Chris: And I’m going to rub it in but — Paul: Yeah. Chris: This device right here, this is the EVO. Paul: It’s HTC EVO you’re looking at. Chris: EVO is absolutely phenomenal. In fact my niece while we were on holiday, she was like, “How many skyscrapers are in New York?” and I just asked about it and they’re were like “How many skyscrapers are in New York City?” ‘cause we heading into Manhattan. Paul: And boy you searched it? Chris: Oh, I searched it. It took me a little while to kind of find the right link. It was the Wikipedia link of course, like 460 buildings over 500 feet. “Is there anything else you need to know?” [Laughter] Chris: So later her dad comes to me and he was like, “She’s really impressed by your device.” She was asking me, “I wonder if Chris’s phone would know this. I wonder if Chris’s phone would know that.” Paul: It knows everything. [Laughter] Chris: Imagine our kids are — I mean, they’re going to grow up with like — okay, I need explanations and I have it at the touch of my fingers. Paul: And that’s cool though. I definitely want one. I had like five friends buy an EVO and showed me — Chris: And taunt you — Paul: Oh, yeah, over the holiday break and I was like “Okay, thanks. Bye.” Chris: It’s good you’re holding up for that — Paul: Yeah, I’m still waiting for it to become available to me on my spread account. But everyone knows mobile search is increasing. Some art phones — hell, everybody I know has a smart phone. I don’t know anyone with a flip phone anymore. Chris: By the way if we have any listeners who would like to donate an Evo to Paul… Paul: Yeah, the address is on the website. The address is on the website. Chris: There you go. Paul: So he had asked, “Hey let’s talk a little bit more about mobile and how it’s going to take effect,” and I found a great — he sent me great article that I do want to talk about, QR codes and also just want to talk about mobile and where it’s going. I found this article on search engine land by Bryson M-E-U-N-I-E-R. I’m not even going to attempt to go there with Bryson but he posted — Chris: Meunier. Paul: Yeah, it was actually just posted yesterday about — I guess two Mobile SEO tips for 2011, but here is how he starts his talk. He talks about how every year since 2005 people are kind of throwing out there, “This is the year of Mobile.” And I think I probably said that at the end of last year. “Oh, you know Mobile is going to become big this year,” and this is kind of what he — and before he gets into the meat of this. What’s up Rob? Thanks Rob. And he talks about how every year is the year of mobile and every year they talk about “Mobile is going to take off this year “and even though that mobile searching is growing I think four times what PC searching is, it’s still not a major, major, major, major, major player. Chris: Right. Paul: I think that what he listed there is currently — mobile search accounts for 10% of Google search volume or more. Now, that is a pretty significant number but compared — you know, 10% as compared to 100% is — I’m still not changing my strategy — Chris: Yet. Paul: Yeah, my marketing strategy. Chris: I’m preparing for it which is kind of a great timing for Dean Calhoun’s questions. Paul: Yeah, of course. So what he says is, “People has been saying this over and over,” and kind of here is a couple of things that I found that — all right, he was saying that the mobile experience is kind of — it will taper up or this is not article. It was in his article but he didn’t say it. The guy who said it was Rand Fishkin who I don’t know who Rand Fishkin is, but he says that mobile is really going to have a negligible effect of SEO in 2011, and slowly with more smart phones like the EVO, the way you search — they’re going to merge the web, the PC web and the mobile web so they’re kind of one and the same. But what he did — Bryson gave some great topics or some great things on
what you should do. He basically said, “You don’t want to ignore mobile keywords that Google keyword select their tool,” it does give you give mobile keywords in that search. You don’t want to ignore those ‘cause if you do, you are ignoring — then I have this highlighted — you’re ignoring 10% of Google’s total search volume. Some recent data from Performex, the current growth rate is expect to see mobile queries account for 16% of total clicks by September of 2011, that’s in nine months. So that’s some 10% to 16% in nine months. I don’t know if I believe that but that’s a huge, huge number. Chris: Well, I got to be honest. I do, because Android is now outselling iPhone — iPhone used to be, in terms of mobile searches the largest search or searching device that was just because of its so-user-friendly, and now Android is out selling the iPhone. So it’s not — one particular it’s not like “the EVO” but it’s Android in general. And Android in general is significantly better than a lot of other smart phones at doing searches. Now, you’ve got like 4G on Sprint, you’ve got 4G on Verizon. So now you’re internet speeds are actually — you know, an office used to run on the internet speeds that you can now get on your phone. Paul: On your cell phones, okay. Chris: Like an entire office, you know, like 20 people would run on their T1 which is a 1.5 net connection, of course the video wasn’t draining as much bandwidth at the time, but now you’ve got more than that on a 4G phone. So people are just going to — you’re going to use it more and more and more. Paul: Okay. And you know that makes sense and here’s another topic that Bryson — a piece of data. He said — I’m going to quote this, he says “However, mobile searches feature phone and smart phone had a clickthrough rate of 29.9% over all. When you look at brand loyal searches they’re mostly around a category, the clickthrough ratio for mobile searches was as high as 52% compared to 9% brand loyalty for desktop searches in the same category” so… And then he also says that “Overall desktop search clickthrough ratio was 6.958% from brand loyal.” Basically, clickthrough ratios on mobile devices are much, much higher than desktop. And I was like “Wow!” I mean that’s huge. That’s a huge piece of data now to also remember that clicks are much lower but the clickthrough ratio is higher. So to me this says, “Yes, mobile is a — it is going to be — it is the future — it’s not even the future. It is now. It is today.” It is something that needs to be taken a good look at. However, just because of the sheer volume is so low, you know, we’re not changing our strategy just yet but like Chris said, it is something that we are going to prepare for, going to talk more about. Chris: You need to be aware of it. You need to be on top of it. You know I think that’s Rob’s phone. Paul: Yeah [Laughs]. Chris: I’m trying to get him to close his door [Laughs]. Paul: Your clock is talking to me. So I thought that was awesome. So a couple of good tips, you do have the — you don’t want to ignore your mobile keywords, okay? The keyword select your tool, it does give you mobile words. You want to be able to use it and you want to — and then this is when announces comes into. You really need to be able to — you know, have an analyst on your team, or at your company or your SEO company needs to be able to do that kind of analysis for you, so they can look at the terms and say “Okay, well this is good for PC search, this is good for mobile search.” And also he gave another great tip is that present mobile users with mobile formatted content. Everybody has seen — everybody has been somewhere on a mobile device and it has — it went to a website where you had to scroll and do this. So basically we’re saying, have your site built in a mobile form — format for mobile phone which I think is kind of — pretty much obvious and the Google and SEO started that and talks about that a little bit. I also want to get into QR codes. Dean sent a great — now QR codes, for those who don’t know what are QR codes — well, I have a picture here. Chris: Paul, what is a QR code? Paul: I have no idea. It’s a bar code. [Laughter] Paul: QR code is a barcode. Here, and if you are looking I can show you a picture of this. It’s this little thing right here. Chris: Oh, that’s good. You did good on the video there. Paul: That was awesome [Laughs]. It’s a — a QR code is like a barcode. It’s a two-dimensional barcode that looks like a bunch of dots and squares. And so I’d say about an inch behind — well, they come in all different sizes. And basically what you need is a program on your — a QR reader, a QR code reader on your phone and you can take — Chuck: Barcode scanner. Paul: Barcode scanner, thanks Chuck. On your phone, you take a picture of it — Chris: I think Google Goggles also would work. Paul: There you go. Google Goggles would be — yeah. Chris: I’m sure. Paul: I just took it off my phone actually ‘cause I didn’t really use it. Chris: I tried to use it. I forget what — Paul: It didn’t work? Chris: Yeah, it wasn’t working so… Paul: Yeah, basically. It’s a black and white dot pattern and it gives you information about something. So if you’re one of the people that Google Places sent out the little, “We are a Google Places” thing like a little card, you can stick in your window. It has adhesive on it and it says “We are listed in Google Places,” it had a QR code. If you scanned it on your phone, it would send you — Chris: It would send you to the Google Places Listing. Paul: Yeah, your Google Places Listing and you see them everywhere. And Dean sent me a great article how t
he South by Southwest conference last year was using them everywhere. They were in your badge. They were in people’s — Chris: I think they’re great to be in a badge ‘cause you can even just snap a photo there. Paul: A guy walked around with a t-shirt with a QR code on it. And it linked to his website or Twitter Feed or something like that. Chris: Super nerd. Paul: Yeah [laughs]. Chris: Here I come to save the day. Paul: To save the code. [Laughter] Paul: And so basically the article was a great article. It talked about how QR codes are everywhere and your smart phone, add it. You take a picture of it and it gives you all kinds of information. They’re putting these codes on flyers. I’ve seen them in magazine ads. I’ve seen them in website magazine. Chris: Do you want to know what’s crazy? At least eight years ago, Popular Science was trying out something along these lines where you would — where they would put that in their magazine and then you would actually have to show it to your webcam and then it would take you to your website. And I was like “This is not “– you know, it didn’t not go anywhere because it wasn’t convenient enough. Paul: Yeah, there’s too much work. There’s too much work involved. Chris: I don’t know how — I don’t know if I’m going to use it but like if I’m at a store I don’t really want to see that Google Places ad ‘cause I’d probably saw their Google Places ad and research of getting to their store. Paul: True, true. But now they’re starting to link them to your website, your Twitter Feed, your Facebook. Chris: So at a conference it makes sense. Paul: Yeah. Chris: But on your front door — and I’m not convinced, right? If I’m going to the gap, I don’t really want to see the Google — the gap places ad or even if it’s a boutique store, I went there because I’m invited. Paul: Yeah, I know it’s there — on there. Chris: And maybe there are other people out there who are — just like to shop and walk around and we’ve got a place in Houston called “West U” where you can walk around and have a coffee, and maybe you’re traipsing by a store and you’re like “Oh, a QR code of an interesting store. Let me pull up their Google Places ad and find out about them,” it’s not going to happen with me. Paul: True. Or how about this, I’m walking pass the store, oh, there’s a chiropractor, I need to go to the — or a massage therapist, let me scan their QR codes, save it — Chris: Save it, yeah. Paul: — and when I get home I’ll go back to it. Chris: That’s — yeah. Paul: I read an article about how they put them on artwork. You know, you go to art museums, and you get information about — Chris: Now, that’s cool. So the kind of conference museum environment makes a lot of sense. “Hey, I’d more information about this. If Google Goggles can’t recognize a Mona Lisa, at least it can recognize the QRC code. Paul: Yeah, QR codes. Chris: The QR code that’s right there next to it and then pull up more information about it. Paul: Once thing in this article — this article is written by Mark Sullivan. He says — the title is “South by Southwest Notes, QR codes are everywhere.” Is says that “QR codes are just a simple bridge from the internet to the “outernet,” a concept seems to be on many people’s minds. They allow you to get the internet content about something that you’re close to or looking at in the real world.” I saw TED — TED is — it’s something that Chris actually introduced me to. Chris: I told you. Paul: Yeah, it was super cool. A TED article — I mean a video about it and this guy was saying, the future of the internet is going to become how to get the — basically, to link the internet and the outernet. So how you can merge your real world experience with the — I think I may have sent this to you where this guy had this real world — Chris: Yeah, a camera and a projector. Paul: He had a camera and a projector and he was watching the — he could project the internet basically on a wall in front of him and move and click things. It was just — it was nuts. He had like a projector and a camera on a baseball cap, I think. Chris: Right. And he could project it onto his hand a dial pad and then dial from his hand which is kind of cool. Paul: From his hand. And I think that basically what his talk was about bringing the internet to your real world and to me this is — Chuck: Matrix. Chris: Matrix, yeah. Paul: Yeah, this is exactly what it is. The QR codes is the way to bring the internet to the real world into the internet right here with you and since we don’t have the internet everywhere we go, mobile devices are the closest thing that we have. So, I thought that it was a great article. I want to get more into learning more about mobile search and how it’s going to affect — and let me find this exact line that I read in here. And here is what it says, “Perhaps that Rand Fishkin was just making a ball prediction for the sake of generation controversy or for links,” but he basically said that, “The mobile and normal web browsing experiences will continue to merge to a single experience, thus, negating much need for the mobile specific sites and SEO.” That’s where — this is not — this is again coming from Rand Fishkin. This is the article that was written by the other guy, Bryson Meunier. He was quoting Rand and saying that they’re going to merge the experience so mobile doesn’t need to be a big part of SEO or he doesn’t need to be a big part of your plan. I don’t know how — I see his point but I still think that mobile — Chris: There’s always going to be a delta. There’s always going to be a difference between those two things. So, yeah, I think there’s always going to be that difference. Paul: Yeah, I still think it’s a good strategy, I think you still should take mobile into your strategy. If you have the opportunity to do QR codes to link to your website, Facebook, I’d still recommend that to everyone do it — or you know at least look into it because mobile is here. I wouldn’t say the future, it’s now. It is what’s happening now. I search more on my cell phone than anywhere. Chris: Yeah, me too. Hey, I think now is the perfect time to bring out another view on mobile in the direction that things are going. Let’s bring out the top position snatcher, the — Paul: Mr. Mobile. Chris: Mr. Mobile. Paul: Mr. Mobile ‘cause — Chris: Mr. Mobile is so SEO. Charles Lewis, come on out here Charles. Paul: Just like I said, Chuck’s missed the mobile ‘cause when I first met Chuck, Chuck was on this thing called Twitter, right? Chris: Chuck has the name Chuck on Twitter. Paul: Yeah, on Twitter. And I was like, “Twitter? What’s that?” Chris: Why would anyone do that? Paul: And when we did our first podcast, he was just twitting and twitting and twitting, I was like, “Man, wha
t is that?” So, he was on the phone just going hard on his Twitter. So, Mr. Mobile, tell me about mobile. How do you feel about mobile search? How do you feel about this guy’s — yes?