CMO4Hire: 5 ways Mobile can kick your Webmaster Ass
April 11, 2017
What’s new in the Mobile Marketplace? This blog post on (written by me) was originally posted on the CMO4Hire website. Read it here or read it there, I don’t care 😉 It is an update on some of my previous posts (posted on this site and Stephdokin.com).
What’s new with Mobile? It’s a question people seem to ask a lot but may not know the answer — or worse, they choose to ignore or do anything about it. Guess what? Apparently, this mobile thing is catching on. And if you’re not careful, it’ll kick your ass.
Back in 2015 … WAY BACK in 2015 (haha) … in a previous post via Stephdokin.com we decided if it’s not mobile it’s Craaaap! That’s when the Great Googlie first started rewarding those who had a good mobile experience and started punishing those that don’t. The heat has been turned up. The fact that 30-60% of your website traffic now comes from phones and tablets is enough of a reason put a fire under the aforementioned ass. This number has been increasing exponentially for the last few years, which brings us to point 1.
#1 – Mobile market share continues to rise
We already know a large part of traffic is coming from mobile devices.
- 42 percent of researchers use a mobile device during their B2B purchasing process (SearchEngineLand).
- 90% of people move between devices when accomplishing a goal.
- 71% of mobile users expect a mobile site to load faster than on a desktop.
- By 2020 90% of the world’s population over the age of 6 will have a mobile phone.(Source)
In addition to mobile browser traffic, we have seen more businesses create custom apps. Yet another touchpoint via mobile. Mobile optimizations are well worth the effort. Usage is growing 8X faster than the mobile web in the 1990s. This is a fundamental shift in the way we consume the internet. It’s big, and if you don’t stay on top of it…then your ass may get kicked!
Things are growing fast, our world is moving quickly. To put things in perspective click here and scroll down to “Society & Media” OR check out how many smartphones were sold today. Additionally, check out a previous SlideShare post that still blows my mind: http://www.stephdokin.com/internet-trends-2015-the-bible-from-the-mouth-of-mary/
#2 – Google is placing much more importance on Mobile
Google updates their algorithms often, especially considering the latest update in 2017 is mobile related which “punishes aggressive interstitials and pop-ups that might damage the mobile user experience”. Basically, if you have a site popup that covers too much content or shows up too quickly, you are penalized. Read more about it from SEO Roundtable here.
And in 2016 we saw other mobile algorithm changes including:
- A core ranking update “Mobile first index” on Nov 10th:
- The second and arguably more intense mobile update back in May 2016:
Back in March 2016, Google made sure to let us know that a lot more weight will be put on mobile. Remember they have also given us useful tools.Here at CMO4Hire we recommend checking out the Mobile-Friendly Test and the Webmaster Mobile Guide, both of which provide guidance on how to improve your mobile site.
In the end, Google just wants to ensure that people using its search tool have the best experience when they click through a link. So, if you don’t keep up with your technology, Google is just as happy giving search results rankings to others that do.
#3 – Technology is advancing quickly
To keep up with Tech, you need to be proactive. New smartphone models with different screen sizes, resolutions etc. Not to mention smart watches, TVs, and other wearable techs. Consumers are ingesting information in new and more innovative manners all the time…
A very large number of people are on mobile for many reasons. Product research, finding retail store locations, looking for nearby coffee shops…and the list is expanding. Are you taking advantage of your customer’s search habits? Don’t fool yourself, they are searching for you on their smartphones. The question is are you showing up or is it a competitor?
#4 – Not knowing your own mobile stats
Don’t get your ass kicked! Know your stats, check Google Analytics regularly. How do we know the number of mobile users visiting your site? Assuming you have Google Analytics installed this will be super easy (we can do this for you).
Log in and click on Mobile, then Overview. Here you can see the percentage of mobile users you have historically received. In our experience, 50% is very good (we deal mainly with B2B clients).
The above example we are seeing 45% from mobile and tablets. Even if your percentage is lower, this does not give you an excuse to avoid mobile optimizations. You will likely gain more mobile visits down the road. Not taking action now will leave you behind the eight ball.
What about the varying mobile devices? What is your site being viewed on? Again in analytics click on Mobile and then Devices, you will get a breakdown like the one shown below:
#5 – Know how to optimize and analyze your mobile situation
The main points you will want to identify are:
- Mobile Bounce Rate – Is it higher than your overall bounce percentage? If so, why? Keep an eye on this number as you make changes.
- Mobile speed – Are people exiting your site before it even gets a chance to load? You may want to request a free custom report from us.
- Webmaster Tools – Are your viewports configured? Do people have to pinch to zoom? Is the text readable and navigation easy to use on most smartphones? This will give you some fantastic clues on where to begin optimizing.
- Other google tools – As we outlined in another post, Google also provides many other tools to help us out. #Mobilegeddon
If you’re not sure how to optimize, CMO4Hire can help, of course. We live, breath and eat the web on a daily basis.
After the wise words of Boromir, “one does not simply walk into Mordor.” Similarly, optimizing for mobile can come with its share of difficulties. Maybe a little easier than destroying the ring that rules them all, but in our experience still a tad complicated.