Like any other large-scale change to Google’s search infrastructure, Google’s decision to adopt mobile-first indexing has prompted a mixture of confusion, intrigue, and excitement. This post will explain what mobile-first indexing is -- e.g., it is not two indexes running in parallel, it is a single index of desktop and mobile pages -- and how it affects you. It will also look at what steps you can take to improve the experience for mobile visitors to your website and help you make important marketing and financial decisions on the relative importance of mobile and desktop traffic. Before we do any of that though, let’s look at some hard data. It can be difficult in a world of proclamations about “the death of desktop” to gauge whether mobile traffic is important to your business and how important it is relative to desktop traffic. Some of the Facts About Mobile Traffic A search on Google for “desktop is … [Read more...] about The Mobile-First World: Is It Time to Batten Down the Hatches?
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The number of people who access the web from a mobile device is on the rise. However, those accessing the web from a mobile device with a full browser (such as an iPhone or Blackberry Storm) and those on a mobile browser (such as Blackberry Curve) see different sets of information, and, more importantly to marketers — see different advertisements on a Google search result. Showcasing ads to mobile audiences is excellent for companies who are searched for while a user is out in the community without a computer, such as: Department stores (show driving directions) Towing companies Locksmiths Or to reach users who are looking for mobile software: Mobile applications (such as iPhone apps) Ringtones There are other company types that will find mobile advertising useful. As most users on a phone are not going to visit many pages on your website, think about what a user would want to accomplish while on a small device and direct your traffic to such a page. After we discuss the … [Read more...] about Beginners Guide To Creating Mobile AdWords Campaigns
No, you’re not seeing double from last week. I wanted to extend the theme Bryson initiated in his column last week, titled “Why Mobile-Friendly is Not Mobile SEO,” in response to Google’s recent change in its position towards mobile content. I agree with his interpretation: you’re not going to drift into #1 in mobile search by settling for “mobile friendly.” But I think we need to expand the definition of what “mobile-friendly” means. So I inverted the title a little bit. I agree 100% with the premise – “mobile-friendly” and “mobile seo” are distinct activities, outcomes, and objectives. Launching a “mobile-friendly” site does not ensure that it is “mobile search optimized.” It should. The strongest mobile sites feature both as requirements from the start – most do not. The main reasons I see, are complexity and money: Mobile search is just one of many smartphone channels … [Read more...] about Why Mobile SEO Is Mobile-Friendly
Eric Schmidt predicted that sales of smartphones would surpass PCs more than six years ago, as the then-Google CEO prepared the world for the “mobile-first” culture at the Mobile World Congress in 2010. Fast forward to today, and we’re witnessing the birth of a new mobile era where consumers interact and convert in what Google describes as mobile micro-moments — the key points of time when a user is interacting with their mobile device because they want to know something, go somewhere, do something or buy something. As marketers, measuring mobile moments that matter — by understanding and optimizing mobile traffic, mobile engagement, mobile conversion and mobile revenue — is critical to developing a successful mobile-first strategy that improves performance. Consider the four statistics below; By 2019, mobile ad spending is expected to increase to $195.55 billion, and mobile ads will account for 70.1 percent of all digital advertising, Source: … [Read more...] about Google’s shift to mobile-first: mobile moments that matter
Mobile search is becoming increasingly important for companies of all shapes and sizes. According to the latest quarterly report from RKG, more than a quarter of organic and paid search traffic went through smartphones and tablets in the second quarter of this year. And this isn’t just restricted to domestic markets. In China and India, mobile has already overtaken static search, meaning that any marketers wishing to target those nations would do well to keep mobile in mind. Mobile Mistakes Google recently announced changes in its algorithms that would effectively penalize sites that were not optimized for mobile. Some common mistakes they listed include unplayable videos, faulty redirects, URLs that show as an error page to smartphone users, irrelevant cross-linking, and slow page loading speeds. Wherever your markets are, it’s clearly important to make your content visible and accessible to mobile users. But the process doesn’t end there. Once users find your … [Read more...] about Tips to Enhance the Mobile Search Interaction
Mobile internet has made people’s lives easier, enabling them to access information and complete their tasks on the go. As of 2015, 52.7% of the world’s mobile phone users accessed the internet through their mobile phones. Statista predicts that the figure will grow to 61.2% by 2018. These are significant numbers and, as a marketer, you need to adapt to these changing trends in mobile user behavior. This means that you will need to alter your website and marketing strategy to accommodate the mobile internet user. Now the question arises on how you should do this. For starters, your brand should be discoverable to these users and your website should provide them with what they need. This is where SEO comes in. Effective mobile SEO tactics are crucial when you want to get ahead of your competitors and want to improve your site ranking on search engines. However, mobile SEO comes with its own set of challenges and even the most seasoned marketers can get it wrong. The good … [Read more...] about Biggest Mobile SEO Challenges and How to Overcome Them
Mobile video takes center stage and if your brands isn’t strutting the mobile video catwalk, then you are making a major content marketing fashion blunder. The red carpet of video content marketing is brutal. Falling flat will let your competitors fly past you. In fact, publishers are already using technologies like machine learning to up their video marketing game. Mobile video, interactive video, and e-commerce integration are all geared to maximize the consumer streaming experience. Video content is no longer static and linear. We’re seeing new mobile video technologies like Meerkat live streams exploding at SxSW, Periscope,Twitter, and the big video push by Facebook at F8, all focusing on innovating with video. The rush to create great visual, full motion stories is making 2015 an exciting time and an open opportunity for those embracing a full motion world. In my previous post, 5 Hypnotic Mobile Native Video Content Marketing Methods, I highlighted the importance of … [Read more...] about 5 Ways Mobile Video Rocks The Catwalk
Google recognized early on that the future of the web was mobile. They also saw a trend in mobile users favoring native apps over traditional websites. A 2015 report published by Morgan Stanley pegged web traffic at roughly 2X that of native apps. Google needs to hold on to this advantage to remain relevant. To do so, they have invested heavily in both creating and promoting technology designed to deliver a better mobile web search experience. The Progressive Web App is one of those technologies. The idea behind PWAs is to deliver fast, reliable and engaging app-like experience via mobile browser. Alex Russell, a Google software engineer, explains it this way: “Progressive Web Apps blur the line between Web content and apps, but they keep the strengths of the Web.” Progressive Web Apps (PWAs) are designed to load “instantly.” This is accomplished by routing browser requests through a script, known as a Service Worker. The script eliminates steps otherwise … [Read more...] about Progressive Web Apps: The New Standard For Mobile Search?
Analysts are predicting strong growth in enterprise mobile apps as businesses focus on “mobilizing” their workforces to improve productivity, business efficiency and customer service. The pundits have been forecasting growth in enterprise mobile app market for some time. But surveys (CSS Insight) over the last year suggest real interest in business mobility driven by employees and business lines, rather than IT departments. And this demand is growing five times faster than internal IT organizations’ capacity to deliver them (Gartner). This column will examine what developing enterprise mobile apps involves, what types of businesses can benefit and what has been holding businesses back. We also share some best practice tips from practitioners and the top 10 common mistakes made by enterprise apps developers. What are enterprise mobile apps? Enterprise mobile apps are developed by companies to be used by employees, particularly employees in the field, including sales, … [Read more...] about Best practice tips for developing an enterprise mobile app
As of Sunday, we’ll be three weeks out from Super Bowl LI. By this time last year, three brands had already released teaser ads for their Super Bowl campaigns, and three more had shared creative. This year is a different story with the lineup of Super Bowl brands remaining surprisingly quiet. So far, we’ve only seen creative from Intel, which released a 30-second spot starring NFL MVP Tom Brady scheduled to air during the February 5th Super Bowl broadcast. For Super Bowl 50, Butterfinger and Wix both released teaser videos in December of 2015, more than a month before the game. By the second week of January, Turbo Tax had also released teaser ads. Taco Bell and SunTrust Bank didn’t release video ads, but both brands had shared creative from their Super Bowl 50 campaigns. Taco Bell’s ‘redacted’ release for Super Bowl 50 “We know there is a lot of excitement and anticipation around Super Bowl content, but a long run-up in terms of teasers … [Read more...] about Super Bowl LI teaser ads a no show so far this year with brands keeping campaigns under wraps