Are you taking full advantage of the benefits that mobile has to offer?
It is impossible to achieve this without understanding the basics of mobile SEO and the factors that contribute to a good user experience.
Mobile search should not only be at the top of your priority list because of increased relevance but because of the lead quality it offers. In order to adequately prepare for mobile search marketing you need to know why it is so effective, how mobile SEO differs from its desktop counterpart and user-friendly mobile site design elements.
If it is utilized effectively, mobile marketing has the potential to outdo other forms of marketing in efficiency, ROI and overall effectiveness. There are two key reasons for this:
– Mobile marketing shortens the lead cycle
– Accessibility — 91% of smartphone users have their mobile phone within arm’s reach 24/7 (Source: Morgan Stanley)
With mobile marketing the entire lead cycle is compressed. While the sales funnel in a traditional marketing scenario typically involves weeks or months before a deal is closed, the time frame is cut down drastically with mobile marketing (buyers can find and call you within minutes or hours). Potential customers can search for a product or service on their smartphone and simply tap their finger to call you.
Mobile leads are also better than non-mobile leads because of enhanced access. Other forms of marketing simply cannot access prospective buyers 91% of the time.
The closer you can get to 24/7 availability the better. Fulfilling your prospects needs every time they search for you is paramount.
This doesn’t mean that you must be personally available around the clock (although it is possible with scheduled call routing features with products like Convirza). However, you do need to respond to inquiries promptly and direct them to a resource that will attempt to answer questions they may have.
Shortening response time is a necessity. The longer a customer is kept on hold, the more battery power they lose along with their valuable minutes and patience. Timeliness is not an option when it comes to mobile customers.
While some of the basic SEO principles apply to both mobile and desktop, many of the rules often vary between the two. The metrics and definition of success can also be different. Some chief factors include:
– Position: Ranking placement is important for both mobile and desktop but it’s even more critical for mobile search. If you are not in the first or second position in the search results, click-through-rates will drop drastically.
– Local: The majority of Google searches on smartphones have local intent. Even if a search phrase does not contain a location, Google will still provide local results in the majority of cases. This emphasizes the value of local results in the mobile space. It is essential to optimize for local search.
– Title Tags and Meta Descriptions: Limited screen space makes it necessary to cut down on the length of title tags and Meta descriptions without sacrificing quality.
– Mobile Impact: If your website is not mobile-friendly it may impact your rankings across the boards. This Google test will analyze your URL to evaluate the design of your website for mobile purposes.
Google recognizes three different configurations for mobile site purposes. Each has its own pros and cons but all three are supported by Google as long as the page/pages are accessible to all Google bot user-agents.
A site that is designed for mobile use will vary in several ways from one that was created solely for desktop users. A few things that may impact the design of the site include:
– Special Effects: If you want to incorporate special effects on the site then it is safer to use HTML 5. The Flash plugin may not be available on all smartphones and the users will miss out on the experience.
– Pop-Ups: Desktop users are able to navigate out of unwanted pop-ups more easily than mobile shoppers. The difficulty of closing out of them on a mobile device can lead to a high bounce rate and leave a bad impression.
– Size: Take both readability and touch screen navigation into consideration when sizing various features on the site.
Finally, optimizing your mobile site and marketing campaigns will lead to the ultimate end goal – to produce a phone call.
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