With 2010 holiday shopping season nearly complete, every consumer brand has really been given the ultimate mobile gift this from their consumers: a massive trove of smartphone search analytic data screaming for their favorite brands to be as mobile as they are. This gift will probably go unwrapped by many brands, which will present unique opportunities for those that learn to listen to what it says. The Mobile Search Story Let me illustrate with a recent mobile search and shopping story of my own. I’d been considering a large-screen wall-mountable digital picture frame as a Christmas gift. A well-timed promotional email sent by Amazon after Thanksgiving spurred me into research mode. At Amazon, I got the quick overview on available brands, latest features, sizes, pricing, reviews, etc. Judging by the reviews, this was clearly one of those products that can be pricey—and easy to regret—if you make the wrong choice of size dimension, viewing angle, ease of uploading, … [Read more...] about Do You Hear What I Hear: Understanding Mobile Searcher Intent
Long gone are the days of product placement when advertisers paid to feature a product in someone else’s story. There’s been some talk that we’ve entered the era of story placement — in which the captivating and cunning craft of storytelling is now being applied to every step of the customer experience, which turns brands themselves into amusing narrators. Mobile Video Advertising: The Experiment In the face of a mobile revolution, we need to reconsider where we’re telling stories and how we tell them. According to ZenithOptimedia, video advertising is becoming more mobile. Our mobile devices are the first things we reach for in the morning, and one of the last things we look at before we hit the pillow. Mobile could pose quite a serious challenge to how well brands adapt to this new environment. So what’s the best way of telling stories on mobile, and what are the rules of this new habitat? Based on the experiment the Google team conducted with … [Read more...] about Why Video Advertising on Mobile is the Next Thing
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?
On April 21, Google updated their mobile search algorithm to include mobile-friendly as a ranking factor. In other words, websites that are mobile-friendly are likely to rank better than websites that are not. Even if your website still ranks well in mobile search, you still have to deal with it not being labeled as mobile-friendly. If you are the owner of an online store, you may be wondering how the Google mobile friendly update affects your website. In this post, I am going to look at how you can determine if you need to make your website mobile friendly and show you how to do it. The first question you might be asking yourself is if your online store needs to be mobile friendly in the first place? The answer can be found in the Mobile Overview report in the Audience section. When you navigate to this report, you will see the following table at the bottom. If you have conversion goals set up in Google Analytics, you will see the dollar amount of sales you are making from users … [Read more...] about Google’s Mobile-Friendly Update Guide for E-commerce
Many people reading this article will be using a mobile device or tablet to do so. In fact, there are now more than 7.2 billion mobile devices around the world and that number is only continuing to grow. Thirty years ago there weren’t any. Smartphones play a big part in our lives these days, and alongside calls and texts we now use them for monitoring our health, listening to music, playing games, and of course shopping. According to recent statistics, mobile media is now significantly higher than desktop, at 51% compared to 42%, and 80% of Internet users own a smartphone. Google’s mobile path to purchase report found that search is the most common starting point for mobile research. Smartphone and tablet devices now account for 45% of all e-commerce traffic to the UK, and 90% of smartphone shoppers use their phone for pre-purchasing activities, like price comparisons. The sharp rise in smartphone and tablet use has had a strong effect on many aspects of digital marketing … [Read more...] about How to Future Proof Your Mobile Marketing Strategy
The important news that we have all been waiting for, Google has finally announced mobile-first indexing. This of course takes into account that the majority of Google users now “search” on mobile devices, as opposed to desktop computers, and so a shift needed to happen somewhere at some point. The fact now is that businesses will need to adjust to this new algorithm. Even if the majority of your users are not searching for your company or industry on mobile devices, you will now need to take mobile search into account for best practice SEO. Below covers the news from Google and then breaks-down exactly what you need to do to have your business be prepared. Mobile-first indexing: how it works Google announced that to date, its search engine has prioritized analysis of desktop version of a webpage’s content rather than mobile version in ranking on Google results pages—even though the majority of “Google Searchers” are using mobile devices. As you … [Read more...] about Google’s mobile-first index: how to prepare your business
It’s been just over two months since Google launched Accelerated Mobile Pages (AMP), its super-fast brand of mobile webpages running on an amped-up version of HTML. Accelerated Mobile Pages are designed to speed up the experience of browsing the mobile web, providing page load times which are anywhere from 15 to 85% faster than regular mobile pages. We know that site speed has been a signal in Google’s search ranking algorithms since 2010, and that Google has repeatedly given ranking preference to sites which are optimised for mobile. Given these two facts, together with the fact that AMP is Google’s own initiative, and it isn’t much of a stretch to conclude that AMP websites are likely to rank much better in search than sites with ordinary mobile webpages. Yet the first survey conducted since the advent of AMP has found that uptake of AMP among professional SEOs is still relatively low. The survey, carried out by SEO PowerSuite, looked at awareness and uptake … [Read more...] about Why are SEOs slow to implement Accelerated Mobile Pages?
Over at ClickZ we’ve published a very handy mobile design article by digital consultant and ClickZ writer Andy Favell, entitled six strategy questions to address before you design and build a mobile-friendly site (or app). We thought it was so terribly handy, that we’re going to excerpt it here for you now on SEW. For the full guide, click on the link above. A mobile-friendly site (or app) is not an end; it is a means to that end. To avoid failure, disappointment and embarrassment, companies must set clear business objectives, do the due diligence on who, what, when, where, why and how. This is the first part in a ClickZ series looking at the DNA of a successful mobile-friendly website. Smartphones outsell PCs four to one (IDC, March 2015), but it has taken many years for mobile/smartphone web use to rival desktop use. One barrier to growth of mobile web is the fact that bloated PC websites do not work well on a mobile device. The search engines want to change this. Both … [Read more...] about Strategy advice for designing and building a mobile-friendly site
Easily spotted on the mobile web: holiday ad next to plane crash story; Muslim dating ad next to KKK story; beauty ad next to domestic violence story; car ad next to emissions scandal story… [This post originally appeared on our sister site ClickZ.com, but we thought it was so useful we wanted to share it here as well] Let’s admit it we’ve all had an occasional giggle when we spot an ad prominently displayed next to inappropriate content on the web. But for advertisers this is no laughing matter. An ad that is not displayed in a contextually appropriate environment is not only a waste of marketing budget, but is a potential embarrassment (if shared on social media) or, at worst, damaging to the brand’s reputation. Research by inMobi (via eMarketer), July 2016, highlighted in this column on mobile ad fraud reveals that 26% of advertisers state that concerns over brand safety is preventing the take up of programmatic purchasing (buying ads on the fly via an ad … [Read more...] about Why brands should care about brand safety in mobile advertising
We’ve written an awful lot about Google’s open source accelerated mobile pages project (better know as Google AMP) over that last 12 months. AMPs implications are far reaching, for marketers, for publishers (big and small) and for ecommerce. Implementing faster mobile web pages mainly benefits users, who are increasingly frustrated with slow loading times. The latest Google research shows that 53% of people will leave a site that fails to load in three seconds or less. But AMP will soon be a key battleground in search, as AMP listings are now spreading throughout organic mobile results. Publishers and organisations may find the need for AMP implementation will reach the tipping point early in 2017. And although AMP may not be a ranking factor yet, time will tell. In order to celebrate AMP’s one year anniversary, David Besbris, VP Google Search, AMP Project Lead at Google has revealed a plethora of stats to convince you of AMP’s success, as well as an infographic … [Read more...] about Accelerated Mobile Pages (AMP): one year on – stats and infographic