We’ve been hearing for months now about #mobilegeddon, which is what people are calling a massive shift in the way Google offers search results to users. As of today, Google will be embracing websites that are mobile compatible and penalizing those that aren’t. This is a major concern for anyone who isn’t ready for it, whether their current audience is largely mobile or not. Experts insist that not only is mobile in the process of overtaking desktop browsing, but some even suggest it already has. The fact is, one way or the other, Google is forcing this issue and the time to worry about it is now. Let’s take a closer look at what #mobilegeddon is exactly, and how it will affect your site.
The big change as of April 21st isn’t that mobile-friendly sites will be considered – in truth, a mobile friendly site on Google has been always been a consideration. Now however, instead of being one of many deciding factors, Google will be placing a much greater importance on mobile-friendliness in the rankings regardless of whether your audience is on mobile or desktop. This means that users can expect timelier and more relevant results that will work better. In addition to this, Google’s new search implementation will be using information from indexed apps as a factor for ranking – just like it does now with regular website content and information. This will reward apps and mobile friendly sites exponentially over websites that just haven’t caught up yet, so it’s no wonder it’s being referred to as “#mobilegeddon”. We all knew the future was coming, but now that it’s here, what do we do about it?
What You Can Do
The first thing you can do is go on over to Google’s Mobile-Friendly Test and see how your site stacks. Don’t be too worried if your site isn’t compatible – believe it or not, some of the Fortune 500 companies aren’t even ready yet. It’s important to calm down and go forth with a plan in mind. Polish up your SEO, make sure your tags are in order and clear out any broken or dead links. As ever, keep a close eye on your analytics and see what devices your audiences are using to access your site and of course, most importantly, sit down and put together that mobile site. With #mobilegeddon bearing down on us, it feels like little can be done that quickly without sacrificing quality but it’s not true. There’s a misconception that building a mobile site is time consuming and expensive but the fact is, it doesn’t have to be – and that’s where our SDK comes in.
Released back in November, our software development kit and full-featured APIs were made specifically for scenarios like this. We took care of all the code and complexities and made it simpler than ever to create native, hybrid or web apps that would help audiences keep up with your site from wherever they are (and now, help to maintain your Google ranking). Side-step the sweeping judgement of #mobilegeddon and take a look at what we can do for you.
Traditionally, marketing has been about giving people what they want and offering them trends and technologies that were new to them. You had to be sharp and on the cutting edge and when you were, you’d be rewarded by the attention of your audience. However with the acceleration of the technological revolution, everything has changed. Last year, the number of people using their mobile devices increased exponentially to the point where 80% of adults now own a smartphone and because of that, audiences are now dictating what the cutting edge looks like.
Keeping up to date
A mobile friendly site is absolutely a must, and all statistics, blog articles and marketing trends speak to it. The fact is, over half of all people who visit a site that isn’t mobile friendly will leave, and waiting only 5 seconds for any given site to load will feel like wasted time. Your mobile strategy needs to be based on the fact that mobile web isn’t a niche anymore. Almost half of all mobile internet users say they feel like a company doesn’t care about their business if a site doesn’t work on their device and that means it’s not just a good business strategy, but one that shows your community how much you care. As you craft your mobile website and strategy, take care to include some SEO techniques as well – more so than desktop users, you’ll find that mobile users only use the top results on any given search engine because of the smaller screens.
Go where the audience goes
91% of mobile internet access is to socialize and 99% of users use their mobiles to browse at least once a day which means commenting, reading and catching up on their favourite content. Consider how all that usage affects you and your audience. Knowing that so many people access your content on the go, wherever they are, you can begin to think about how to optimize that content and make it more useful to the less sedentary user. If you write recommendations for film, tv, books etc., consider writing more articles about bookstores, movie theatres and good places to buy box sets in your local area. This keeps your articles relevant and location based, two things users can’t get enough of. Remember the format in which you’re working too, and make sure your content looks good on mobile – if it looks bad, people will likely browse away and may not come back. It’s your audience, too! So if you’re having trouble figuring out that they want, remember that you can always reach out to the community and ask them what they’d like to see. If you give your audience what they want, you’ll see awesome returns for your effort.
Have you seen any clever uses of mobile strategy? Talk to us!
This week, AdWeek posted an article about the brilliant audience engagement crafted by Groupon’s editorial team. A rather phallic product, the Banana Bunker, was turned “into a gold mine of fan engagement and sales.”
Three team members, committed two hours to answering between 150 – 200 comments which accumulated more than 12,000 comments, 18,000 Likes and 43,000 shares.
Replies ranged from the creative
To the silly
The results were incredible and hilarious! Online engagement and traffic skyrocketed within a couple of hours of well thought out community engagement. Groupon connected with their community, created a positive and memorable experience with their users and also used this as an opportunity to cross promote other products. As well, the interaction with their online fans gave them great insight into future products. I for one, can’t wait for the Cucumber Castle and Zucchini Zipper to enter the market.
If you need a laugh and have time to spare, see the comments listed here.
Data is a key to most operations in the 21st century, but it’s often thought of as simple analytics. While analysis of basic statistics is an excellent applications of data, it’s only a small percentage of what data can do for you. Data is valuable and despite how much of it is out there, there’s still some confusion about its more practical application. It seems no matter how much we learn about data, there’s always more to know, but that’s why it’s such a fascinating field.
With St. Patrick’s day just behind us, there’s still a little something in the air that has us thinking about magic. We all love the idea of finding a four leaf clover or pot of gold to make our dreams come true – like a villa in Southern France, a big promotion or something smaller, like higher readership (we’ll think about that villa later). But sometimes we don’t need magic, we just need a little helping hand.
Getting readers to come to your site might seem like the main goal (and it’s definitely an excellent start), but it’s not. You want those readers to stay on your site and that’s where things get tricky. Some sites try to put more interactive elements on them, like games or fun banners and images. Some might try simply pushing out more content and hoping it’s not falling on an empty audience. Others still, make dark deals with creatures of the abyss. Well, put away your dark robes – we have a solution for you, and while it involves maybe a teensy bit of magic, it’s mostly just our Content Discovery plugins. Continue Reading »
Search Engine Optimization (SEO) is a changing field that has a lot of people perplexed, feeling ever left behind by new trends that seem to come and go at the speed of light. SEO focuses on organic methods to raise your ranking which makes it a very different challenge from things like paid ads and more traditional marketing. While those two items provide a great deal of exposure, SEO is a great benefit because it’s free exposure. Applying some smart tactics to your site can greatly increase its exposure on Google, Bing, Yahoo and other search engines. That said, anyone with a site knows how frustrating it can be trying to figure out what tactics will work next, but this often means we forget that some things never change.
Without SEO, your site sinks on search engine rankings, falling to the second, third or fourth pages of Google and Bing and going unnoticed by anyone who could be looking for you. The fact is, if you’re not on the first page, you’re missing most of your audience and that’s where SEO comes in.
The days of keyword stuffing are over – search engine’s don’t want to see an abundance of keywords, they want to see content. Your content should contain keywords, sure, but it’s a great deal more important that they fit your story and that the titles and descriptions are apt.
Nevertheless, the overall performance of your site is important too, here are some thoughts to keep in mind:
Mobile is definitely changing the face of how we live – whether it’s how we connect with friends, shop, do business or anything else. It’s not hard to see why mobile has grown to the extent that it has, but it can be hard to see just how powerful it has become and what that means for the future. That’s why we’ve collected 5 great infographics that will show you the true power of mobile.
When we compare the history of the mobile market, we can see that it’s growing exponentially as time goes by. Companies like Facebook, Twitter and Youtube have capitalized on it and maybe it’s time to follow their lead.
2. Now, more than ever, people are drawn to mobile-friendly sites and over half of them will leave those that aren’t. A mobile compatible site is now key to any business strategy, whether you’re a massive company or a mom and pop shop.
3. Even small businesses can benefit from a solid mobile strategy, proving once and for all that mobile technology is a great equalizer. With the right tools, anyone can compete in the global market.
4. Mobile has even transformed the way retail businesses engage with their consumers, offering special promotions, extensive information and in a more organized format.
5. As demonstrated by this myriad of statistics, mobile is an incredible tool, both for daily life and business. With the population of mobile internet users growing every day, it’s time to get on board.
We all remember the rather uplifting ad spot Coca-Cola that ran during the Super Bowl – a statement against trolls and internet haters everywhere, that happiness can be made. While I doubt the root of that happiness lies solely in drinking Coke, the sentiment is there and it’s a lovely one. The internet loved it, and it stood out against other commercials, holding it’s own against a lot of good, a lot of bad and a lot of weird.
Simultaneously, Coke ran an online campaign through Twitter – tag your mean posts with #MakeItHappy and Coke would automatically retweet it as ASCII art, turning the negative into a cute positive. Great idea, right? Coca Cola interacting with it’s community, getting feedback and direct engagement, is one it’s specialties as a company. What could possibly go wrong?
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