The Future of Mobile Search Marketing

In the past few years it is evident that mobile internet usage has vastly exceeded desktop internet browsing although surprising that 60% of Australia’s leading businesses don’t have a mobile-friendly website. The desktop version of your website should be readable and useable on a mobile device, enabling your consumers to quickly find information about your products and services with a few clicks and keystrokes. From April 21 2015, Google are changing their search algorithms to favour mobile-friendly websites. It is now as important as ever for business owners to be aware of this change and what this shift will mean for their sales.

Consumer Search Patterns
More and more marketers are focusing their activity on mobile users but the challenge is that consumers are likely to start a search on a mobile and finish on another device and therefore attracting their attention to win their search is tough. Users tend to browse on mobile devices for three reasons; to save time, to connect or to waste time. Give your users quick access to informative content, place your contact information front and center and add interactive elements to encourage users stay on your website for longer.

Keep up with the Mobile Trend
As industry trends predict a clear growth in mobile searches where smartphones are becoming an individual’s primary access to the internet, businesses should prepare for a multi-screen world and optimise their websites for consumers. Making it easier for people to find your information on mobile devices can open up a whole new audience for your business. Google developers have created a mobile-friendly test where you can enter your URL to examine if your website passes the requirements. Google is now labelling sites that are mobile friendly on their search engine to help users find a better mobile search experience. Use this tool to help optimise your website and attract more customers.

Mobile Optimise your Website
Using responsive web design is a popular option for small businesses with limited resources. Rather than creating a separate mobile version of your website, responsive web design uses one single site which automatically detects which screen size a user is browsing on; a desktop, mobile, tablet or other smart device, and adjusts accordingly.

Here are some requirements to ensure your website is mobile-friendly.
– Your consumers should not have to pinch, zoom or scroll horizontally in order to see your content.
– Ensure your text is an appropriate size and is optimised to be viewed on smaller screens without zooming.
– Space links far enough apart so that users are clearly tapping on the correct link.
– Avoid software that is not useable on mobile devices.

We hope this advice will help you stay on top of your mobile marketing strategies and assist you in reaching your target audience. If you need any help with your marketing plan, please don’t hesitate to contact Clarity Marketing and Communication or submit an online enquiry.


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