In an increasingly crowded B2B scene it’s becoming more and more challenging to nail your business goals and achieve satisfying ROI, especially if you’re looking to cash in on the booming online video market. The online market is certainly shifting towards mobile. Recent research has shown that 58% of video viewing is being consumed through mobile, and, according to eMarketer, that number is going to rise 80% by 2020.
For that reason, publishers and business owners should incorporate certain priorities when it comes to their respective websites. This mostly relates to fast load speeds, intuitive interface and so on. Properly optimizing your content for mobile is a must. Also, if you are a digital marketer, formulating a strategy should revolve around Google’s mobile-first indexing.
What is Google Mobile-First Indexing?Mobile-first indexing signifies the effort to predominantly utilize the mobile version of content for indexing and ranking. Click To Tweet
Let’s face it Google’s ranking system is being retweaked practically all the time, and mobile-first indexing is fast becoming a crucial element when it comes to SEO. It’s really not that complicated. Mobile-first indexing boils down to one simple search engine mechanic – Google crawls and indexes mobile sites primarily. It is also vital to discern that mobile-first does not imply mobile-only. In other words, Google’s algorithm is still going to index pages on desktop sites. Mobile-first indexing simply signifies the effort to predominantly utilize the mobile version of content for indexing and ranking. Initially, when Google’s algorithm evaluated the quality and relevance of content it utilized desktop versions of pages when indexing and ranking. The transition to mobile indexing occurred because a majority of users are now using mobile devices for their Google searches, which is exactly why the index relays to mobile versions of the pages.
Mobile is a Priority, Not an Exclusivity
Now the real question is: will mobile-first indexing affect your overall business and marketing strategy? Well, that’s up to you, of course, but in order to establish just how effective your efforts can be we first need to get down to the basics.Your website configuration should be both responsive and dynamic. The content and markup should appear just as effective on mobile as they are on desktop. Click To Tweet
Website Configuration – The first thing you should focus on is making a website that’s both responsive and dynamic. In other words, the content and markup should appear just as effective on mobile as they are on desktop. While this may sound a bit too basic, it’s still of tremendous value when you’re making a site, especially one that’s looking to reach a wider audience.
There’s also the option of verifying your website’s equivalence of structured markup. Just enter the URLs of both desktop and mobile versions into Google’s Structured Data Testing Tool to compare the output. Avoid adding huge amounts of markup that’s not relevant to the specific info of each doc. What’s more, you can also utilize the robots.txt testing tool to verify that your mobile version is accessible to Googlebot. These are all verified tests and tools provided officially by Google and are vital components that allow you to stay on top of things when it comes to mobile-first indexing.
You should make sure to have a dynamic (i.e. responsive) site straight away, so make sure you’ve followed the aforementioned steps. At any rate, when optimizing your site for mobile, you should also definitely steer clear of the following:
- Pop-ups that get in the way of content.
- Low-res images.
- Huge load speeds.
- Fonts that are too small.
- Unresponsive design.
- Overused relevant keywords.
Elinimating, these already means you’ve taken a major step into the realm of modern-day Web.
The Importance of Mobile Marketing Strategy
The consumption of digital content has already shifted from desktop to mobile, as customers are not using mobile devices more than ever before. Bear in mind that mobile use has surpassed desktop use with 51% of online content being consumed via smartphone devices . This signifies a turning point and online marketing strategies have already altered to a great degree to suit mobile. In a way, having a mobile-oriented marketing strategy is one of the top priorities for every online business these days. And here’s why.
Optimizing Content for MobileDid you know that 80% of Internet users now own a mobile phone? Click To Tweet
Did you know that 80% of Internet users now own a mobile phone? Keeping that in mind, marketers have begun adapting their strategies and business efforts to suite mobile. However, there’s more to it. Google’s algorithm keeps an eye out on websites that perform poorly, effectively eliminating them from search pages. Of course, it must be said that some of the best sites today focus on images and video, rather than text. That’s not saying that text is dying as a form of content. What this means is that media-rich content for mobile is simply a lot more efficient. For that reason, things like file size, layout style and asset management have become some of the priorities to most online businesses. We also mentioned that it’s not good to have huge load times on your pages. Statistics have shown that if the content on your website loads for longer than 3 seconds you will most likely fail to retain visitors. Not only is that bad for business, but it will most likely have an impact on your site’s reputation and brand recognition.
Mobile-First Indexing and SEO
There’s absolutely no doubt that web publishers are now adjusting their digital marketing strategies more towards mobile-first indexing. Another vital aspect to it all is integrating social media into the content strategy of your business. So, whatever you do, access to all of the major social network sharing sites should be almost immediate, or at least easily spotted on your site.
Of course, it practically goes without saying that your site has to be mobile-friendly. As we’ve stressed already, Google does not look kindly on web sites that are not easy to navigate on mobile devices, which is why those sites may have their Google ranking lowered.
Another thing that needs to be emphasized once more is having a responsive site, regardless of the device that’s being used to access it. The important thing is to adapt to the market and all devices. As for mobile, you can utilize Google’s free Mobile-Friendly Test just to double-check if your site works properly when accessed on smartphones, tablets and so on.