Content marketing has its own mantra, “Content is King!” If you write content for an online site and you haven’t heard it, then you’re probably getting pretty cozy in your little hole under a rock right now, and congratulations, you are taking a step in the right direction by reading this blog. I’ll start by respecting your time and getting right to the point, Google obliterates the competition when compared to the top 5 search engines in the U.S.:
As a result, let’s focus on Google and their emphasis on quality content. When it comes to content marketing, pages that provide useful information sound better, attract more readers and encourage link building from other reputable sites. Making it quite clear why Google stresses its importance and bases algorithm updates on quality content (ahem, Panda) that increases the rankings of qualified sites.
Not clear enough? Need more convincing as to why content is important to Google? They practically tattoo it on your forehead by providing a whole course on creating valuable content:
Okay, hopefully that’s enough proof for you. Content is definitely King, right? Now for the climactic turn of events – while content is king, mobile optimization reigns (ok, with the title of this blog that was probably anti-climactic, but the effort was there). SEO best practices are changing to accommodate Google’s push for mobile optimization. In just one short week, on April 21, 2015, Google will release its new algorithm update that will increase mobile-friendliness as a ranking indicator. The why is simple, consumers are spending more time and attention on mobile devices, such as smartphones and tablets, than desktops now, and this trend will only grow:
So, what can you do to prepare for these changes while still creating quality content? Stick with the following pointers (but don’t be afraid to do your own research and keep learning):
1. Start by embracing the mobile-friendly attitude. That means thinking about the way your content will be presented on mobile devices first, and desktops/laptops second. Make your headlines smaller to attract readers and then make your content engaging to keep them. Avoid extremely long paragraphs by breaking them up some, and don’t be afraid to use infographics and images. You should also avoid using Java or Flash – Apple products don’t support Flash and probably never will, and many phones do not support Java, which can create a lag on loading times anyway. As a matter of fact, use a web content management system to ease your content’s travel across devices and their various layouts.
2. Know your audience. Most importantly, help your users solve a problem and you will hook them. Focus on the benefits of your product or service and the readers will find you. But keep in mind that while long-form information has its benefits when creating quality content and increasing your page ranks, it doesn’t always work on mobile sites. If your market or subject is not endearing enough to encourage users to read 1,000 words of content, you will never get the conversions you need. And if you have a lot to say, you may be slowing down your page loads yet again and decreasing the mobile-friendliness of your site.
3. Be aware of mobile usage habits. How much of your audience accesses your site through mobile devices, and how many of them are converting? Research has shown that while mobile devices dominate searches, users usually leave the converting for when they are at home on their desktop. Think about how you can make conversions easier. While you’re at it, mobile users have the ability to perform conversational or voice searches, so think about the differences between those searches when creating mobile-optimized keywords. Desktop users may search for “sushi restaurants, 19007,” while iPhone users can simply ask Siri, “Where are sushi restaurants near me?”
4. Don’t forget to optimize for local searches. Geography is taken into much higher consideration when using mobile devices. Not to mention that sites optimized for local searches are more likely to be featured in Google’s local listings, which are featured above the organic search results on mobile devices. Who could ask for more? So, make sure to standardize your company’s name, address and phone number in your site’s metadata and content pages, and list your NAP information (Name, Address and Phone number) across other platforms – like Facebook, Twitter, LinkedIn, etc.
That should give you a good start, and should more than fill your time before next week’s algorithm update. Crawl out of your hidey-hole and embrace the new mobile domination, before your site and sales suffer the consequences. And if needed, don’t be afraid to call for help, at 1SEO.com, we are here for you!