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
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