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You are here:   Home Blog Mobile Content Will Be More Important in April. Here’s What You Need to Know.

Mobile Content Will Be More Important in April. Here’s What You Need to Know.

March 9, 2015 by Jessica Lee Leave a Comment

You’ve probably heard the news by now that Google is expanding its use of “mobile-friendliness” as a ranking signal, starting April 21? This comes after small steps it has been taking to improve the search results for mobile users, including its mobile-friendly labeling system.

Now, going mobile is no longer a suggestion. It’s crucial. All of our marketing efforts – be it within the organic search channel or the paid search channel – are impacted by the quality of the Web pages we send our traffic to and the experiences they create.

So, where to begin? Here, we’ll look at some of the top considerations for your mobile content based on research and expert recommendations.

The journey begins by understanding your mobile customer base, and what they want in a mobile experience. Starting with industry research, we know that many of our customers are using mobile (not just desktop) to perform research these days.

Google’s “Mobile Path to Purchase” study showed that the search channel – not branded apps – is, in fact, the most common starting point for mobile research (48 percent start on search engines).

Google Study Screenshot

And, according to another study by Google (“New Multiscreen World”), 65 percent of consumers start their research on a smartphone, and 65 percent shop using the smartphone as the initial device, too.

Google Research Screenshot

This industry data is great, but it’s important to dive into your own website’s data, too.

If you’re simply using Google Analytics, you can get a picture of how many people are coming from mobile, like smartphones and tablets, and what they are doing when they get there – specifically bounce rate, pages visited and conversions.

You can even see which devices are the top devices amongst your audience:

Google Analytics Report

Further, in Google Analytics, you should drill down into your top-performing pages or the most important pages to your business, and see what the device makeup is for those pages just so you have a benchmark. It’s interesting to look at historical data month-over-month and year-over-year to see how this is growing.

OK, so you have a grasp on what your mobile users are doing on your site, and how many of them there are. Now it’s time to consider what you’re going to do with your site to enhance its mobile friendliness.

First, how will you configure your site? While responsive design is Google’s official recommendation, Google supports other types of mobile configuration, too. It’s our job to determine the best type for the job. Some configurations are more complex than others, which is why responsive tends to be the favorite for implementation.

Each type of configuration – responsive, dynamic or separate mobile sites – has its potential pitfalls. According to research coming from BrightEdge, they found that Google does not discriminate between different types of mobile configurations in terms of ranking.

As that post by Jim Yu points out (linked to in the previous paragraph), some brands are testing dynamically served pages, where the content is not just responsive to a mobile device, but custom made for mobile users:

Some brands have decided to implement more than one configuration to further personalize the mobile experience for visitors. For example, a site may choose to use responsive design overall, but selectively choose dynamic serving for a site’s most critical landing pages.

After you’ve determined a configuration (and maybe you’re already mobile), next on the list is to consider how site speed plays into the mobile experience. As many of us are aware, site speed is a ranking signal in Google’s algorithm. We also know that Google recommends that all above-the-fold content render in one second or less for mobile users.

Because Google wants the mobile experience to be the best it can be for users, it provides a tool– PageSpeed Insights – that works as a grading system for the mobile experience that anyone can use on their pages.

Here’s an example of what the tool tells us using The Wall Street Journal online (they’re doing pretty darn good):

Google PageSpeed Tool Example

Regardless of which route you take, Google is quite helpful along the way with its guides and tools, like this one that can help analyze the mobile friendliness of a page.

So, the final consideration then is what type of content mobile users are truly looking for.

Consider your business and the industry you’re in. For example, if you’re a local brick-and-mortar, studies show that people are most likely looking for contact information and directions when coming to your site from a mobile device. In fact, according to Google, one in three smartphone users studied are looking for contact information on a site. So when designing, you may want to make that contact info front and center.

However, if you’re a B2B with information-rich content, for example, how you frame up your content could go a long way for mobile users.

Specifically, when it comes to landing pages (those high-value pages intended to convert visitors – be it to buy something or request a demo), conversion optimization pro Bryan Eisenberg likens desktop browsing to a full-course dinner, while mobile browsing is more like snacking, he says.

His opinion is that you want to be careful not to overdo it when it comes to mobile landing pages. More on that here:

In this post at Unbounce, professionals weigh in on what makes a stellar landing page for mobile, and again content that is specific to mobile users is at the forefront. See the following comments from Johnathan Dane and Alhan Keser in this screenshot from that post related to how to treat content for mobile landing pages:

Unbounce Blog Post Screenshot

It certainly seems like we have been talking about the importance of mobile for some time now, yet the mobile Web experience is still a testing ground for brands to find the sweet spot in content and experience.

How will you respond to your mobile audience’s needs?

Update: Here is the latest announcement from Google on April 21 regarding mobile friendliness.

Jessica Lee
Jessica Lee is founder and chief creative at bizbuzzcontent Inc., helping B2B and B2C businesses realize the value of quality web content to their marketing plans. Sign up for tips on content strategy and writing delivered to your inbox directly from Jessica and the bizbuzzcontent team.

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Jessica leads one of the most professional content agencies I’ve ever worked with. We target a very niche industry, and Jessica and her team were very thoughtful in their approach. From planning thoughtful pieces, to researching and interviewing SMEs, to brainstorming promotion strategies, Jessica and her team maintain a high degree of professionalism and efficiency.

Steven S., Senior Manager, Demand Generation, Rentlytics

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2018-07-31T17:22:53-04:00

Steven S., Senior Manager, Demand Generation, Rentlytics

Jessica leads one of the most professional content agencies I’ve ever worked with. We target a very niche industry, and Jessica and her team were very thoughtful in their approach. From planning thoughtful pieces, to researching and interviewing SMEs, to brainstorming promotion strategies, Jessica and her team maintain a high degree of professionalism and efficiency.
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Tailor-made content strategies

Jessica dedicated her time as a pro-bono volunteer with VolunteerMatch to help us with some key content marketing needs. What impressed me most about working with Jessica was the way she tailored her approach to accommodate the needs of our nonprofit with the resource constraints of our team. Jessica developed personas, one-pagers, case studies and website content that has resulted in an increase in traffic to our site and improved our ability to communicate to our key audiences.

Bree v.F., Director of Marketing and Engagement, VolunteerMatch

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Bree v.F., Director of Marketing and Engagement, VolunteerMatch

Jessica dedicated her time as a pro-bono volunteer with VolunteerMatch to help us with some key content marketing needs. What impressed me most about working with Jessica was the way she tailored her approach to accommodate the needs of our nonprofit with the resource constraints of our team. Jessica developed personas, one-pagers, case studies and website content that has resulted in an increase in traffic to our site and improved our ability to communicate to our key audiences.
https://www.bizbuzzcontent.com/blog/testimonials/tailor-made-content-strategies/

Highly targeted and relevant content

I've worked with Jessica at her company bizbuzzcontent for years. It's my go-to provider whenever my team is looking for high-quality content. What differentiates bizbuzzcontent is that they not only have superior writing skills but a rare ability to completely understand our industry, our company positioning, brand voice and tone, and customers. This just makes the content highly targeted and relevant, and goes a long way in achieving our marketing goals.

Nag P., Sr. Manager, Product Marketing, Salesforce

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Nag P., Sr. Manager, Product Marketing, Salesforce

I've worked with Jessica at her company bizbuzzcontent for years. It's my go-to provider whenever my team is looking for high-quality content. What differentiates bizbuzzcontent is that they not only have superior writing skills but a rare ability to completely understand our industry, our company positioning, brand voice and tone, and customers. This just makes the content highly targeted and relevant, and goes a long way in achieving our marketing goals.
https://www.bizbuzzcontent.com/blog/testimonials/highly-targeted-and-relevant-content/

Compelling content that drives results

I love Jessica and the team over at bizbuzzcontent. Within just a matter of a few interactions, she was able to understand, in depth, our complex solution and business model. Since then, she's been critical to us in driving compelling, engaging content via our blogs and white papers. She's a wonderful, thoughtful person to work with, and the work she's done has been a key factor in increasing our conversion rates.

Collin S., Angel Investor and Technology Executive

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Collin S., Angel Investor and Technology Executive

I love Jessica and the team over at bizbuzzcontent. Within just a matter of a few interactions, she was able to understand, in depth, our complex solution and business model. Since then, she's been critical to us in driving compelling, engaging content via our blogs and white papers. She's a wonderful, thoughtful person to work with, and the work she's done has been a key factor in increasing our conversion rates.
https://www.bizbuzzcontent.com/blog/testimonials/compelling-content-that-drives-results/

Outstanding process

bizbuzzcontent helps me efficiently leverage my own subject-matter expertise to create original content on timely topics. Together, we are able to distill complex topics into client-friendly articles that I can use across multiple platforms. I especially appreciate bizzbuzz’s super-efficient process because it keeps me on track for timely production of new content. Jessica Lee is a pleasure to work with, and I rely on her to bring a strategic eye to my publication efforts.

Priya H., Partner, Woodruff-Sawyer & Co.

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Priya H., Partner, Woodruff-Sawyer & Co.

bizbuzzcontent helps me efficiently leverage my own subject-matter expertise to create original content on timely topics. Together, we are able to distill complex topics into client-friendly articles that I can use across multiple platforms. I especially appreciate bizzbuzz’s super-efficient process because it keeps me on track for timely production of new content. Jessica Lee is a pleasure to work with, and I rely on her to bring a strategic eye to my publication efforts.
https://www.bizbuzzcontent.com/blog/testimonials/outstanding-process/

Strong content values

Jessica is a great content creator, writer, reporter and partner to work with. Highly articulate with strong content values and work ethos, Jessica adds great value to all projects she works on. I would happily recommend Jessica to people who wish to scale their content marketing efforts.

Andy B., C-Level Marketing and Strategy Consultant

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Andy B., C-Level Marketing and Strategy Consultant

Jessica is a great content creator, writer, reporter and partner to work with. Highly articulate with strong content values and work ethos, Jessica adds great value to all projects she works on. I would happily recommend Jessica to people who wish to scale their content marketing efforts.
https://www.bizbuzzcontent.com/blog/testimonials/strong-content-values-highly-recommended/

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Jessica is a guest speaker of Microsoft internal training program. She made an awesome presentation of how to create marketable web ages to Microsoft Bing Ads product team and services team. Attendees found Jessica very engaging during the presentation. Microsoft Bing Ads is eager to apply the learning in our daily works, and look forward to partnering with Jessica to bring more value to digital advertising community.

Ping J., Product Manager, Microsoft Bing Ads

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Ping J., Product Manager, Microsoft Bing Ads

Jessica is a guest speaker of Microsoft internal training program. She made an awesome presentation of how to create marketable web ages to Microsoft Bing Ads product team and services team. Attendees found Jessica very engaging during the presentation. Microsoft Bing Ads is eager to apply the learning in our daily works, and look forward to partnering with Jessica to bring more value to digital advertising community.
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Critical extension of the marketing team

Jessica has been instrumental in building our content strategy from ground up, educating our stakeholders and increasing our exposure across all lines of insurance. I can say with confidence that she has been a critical extension of the marketing team, always producing timely deliverable. She has always been enthusiastic about creating new formats for us and new vehicles of information to help the marketing team raise awareness and drive internal adoption. Her most impressive feat from my perspective is how quickly and seamlessly she dived into our 12 lines of insurance. The dexterity and the level of expertise she demonstrated although she had never worked with insurance B2B client was absolutely incredible.

Stephanie M., VP Marketing Communications, Woodruff-Sawyer & Co.

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Stephanie M., VP Marketing Communications, Woodruff-Sawyer & Co.

Jessica has been instrumental in building our content strategy from ground up, educating our stakeholders and increasing our exposure across all lines of insurance. I can say with confidence that she has been a critical extension of the marketing team, always producing timely deliverable. She has always been enthusiastic about creating new formats for us and new vehicles of information to help the marketing team raise awareness and drive internal adoption. Her most impressive feat from my perspective is how quickly and seamlessly she dived into our 12 lines of insurance. The dexterity and the level of expertise she demonstrated although she had never worked with insurance B2B client was absolutely incredible.
https://www.bizbuzzcontent.com/blog/testimonials/critical-extension-of-the-marketing-team/

Excellent content program

We can't imagine how we managed without bizbuzzcontent before! Working with Jessica Lee is a dream. She is very creative and understands new concepts quickly. The content creation process at bizbuzzcontent is the most efficient we have come across in our many years of working with other writers and agencies. If you want an excellent content program and a company that goes above and beyond, hire bizbuzzcontent today!

Pauline J., CEO, Group Twenty Seven

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Pauline J., CEO, Group Twenty Seven

We can't imagine how we managed without bizbuzzcontent before! Working with Jessica Lee is a dream. She is very creative and understands new concepts quickly. The content creation process at bizbuzzcontent is the most efficient we have come across in our many years of working with other writers and agencies. If you want an excellent content program and a company that goes above and beyond, hire bizbuzzcontent today!
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Trusted partner for years

Jessica and her team at bizbuzzcontent have been a trusted partner for years, and have helped us with our blog, web copy and email marketing, in addition to providing lots of guidance on other content projects. The team is able to quickly get up to speed on any content project's requirements and create quality content that's on target. Over the years, they've helped us educate, drive brand awareness and website traffic. I would definitely recommend bizbuzzcontent for content services.

Ashley G., Digital Ad Management, SearchForce

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2018-07-31T17:18:31-04:00

Ashley G., Digital Ad Management, SearchForce

Jessica and her team at bizbuzzcontent have been a trusted partner for years, and have helped us with our blog, web copy and email marketing, in addition to providing lots of guidance on other content projects. The team is able to quickly get up to speed on any content project's requirements and create quality content that's on target. Over the years, they've helped us educate, drive brand awareness and website traffic. I would definitely recommend bizbuzzcontent for content services.
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