Mobilegeddon… Now What?
Like 2012 and Y2K before it, Mobilegeddon has come and gone. The consequences of Mobilegeddon, however, are real and lasting. Like Panda, Penguin and Hummingbird, Mobilegeddon has already had an impact on website SEO and their pay-per-click accounts.
What is Mobilegeddon? To reiterate, websites that aren’t mobile-friendly are getting pushed down search engine results pages. Likewise, PPC accounts that do not link to a mobile-friendly site are denied the “mobile-friendly” tag that is now affixed to PPC text ads. Furthermore, PPC costs will be higher for websites that aren’t making the consistent SEO revisions that Google likes to see per their policies.
“So, what can I do?” you may be asking yourself. Here are some quick tips to get you on the road to mobile compliance.
1) Check Your Website for Mobile Compliance: Perhaps the easiest item to check off, this involves going through the pages on your website and testing them for mobile-friendliness. To do so:
- “Restore Down” your window out of full-screen mode.
- Click and hold onto a corner of the window and make the window bigger, then smaller.
- If the content on your site shrinks and expands to fit the window, then congrats! Your website is mobile-friendly.
- If the content on your website doesn’t shift while you are manipulating the window size, then your website is NOT mobile-friendly.
- However, the task isn’t complete yet. This test must be run for ALL PAGES on your website in order to ensure 100% mobile compliance.
2) Create Mobile-Friendly PPC Campaigns. As far as PPC is concerned, the trend towards searches on mobile devices, including tablets, continues to increase. In order to ensure that you’re reaching customers on mobile devices, be sure that your text ads are duplicated as “mobile” versions as well. Google AdWords offers this option on all text ads at the click of a button.
In addition to reaching mobile users, mobile-friendly PPC campaigns let you collect invaluable data that will show which way your users are trending. Does your business still rely heavily on desktop traffic due to research or other factors, or are users following trends and migrating towards increased mobile activity? Such data informs your future spending on your PPC accounts. For example, would you continue to spend more on text ads if mobile ads show better ROI?
3) Take Advantage of Mobile-Only & Call-Only Campaigns. If your data does trend to better returns from mobile customers, consider isolating campaigns for mobile devices only. There is no direct way to create a “mobile-only” campaign; however, bid adjustments on devices allow PPC users to craft such a campaign. In addition, if your data is showing return on phone call conversions, then having a “call only” campaign targets mobile device users because they are searching and calling on the same device, and typically during the same user session.
These brief tips are by no means a wholesale approach when dealing with shifting trends and your website. Instead, they are meant to get Mobilegeddon survivors back on the path towards online and eCommerce success. The goal is to adapt to these trends and a continuous effort to refine your online presence, which is exactly what Google hopes to see. Otherwise, your website may go the way of the dinosaurs.