Google has done it again. Just when bloggers, business owners and SEO specialists had gotten a firm grasp upon the latest Google shake up which saw previous bad practices well and truly confined to the seriously damaging practices category, along comes another update to present plenty of fresh new challenges. In fact, so dramatic were these changes, and so honed in on mobile browsing and search behaviour were they that this update has come to be known as Mobilegeddon.

Mobile: Just why is it such a big deal?

Regardless of this update recognising the behaviour of consumers and their mobile browsing patterns mobile has become, or at least should have become, increasingly important over the past few years. To illustrate this we need only look at a few stats from today’s growing mobile browsing world:

  • Four out of five consumers use their Smartphone to shop (Comscore).
  • As of 2014, mobile browsing surpassed traditional desktop browsing for the very first time (Smart Insight)
  • 70% of mobile searches lead to a certain action within one hour (be it navigating to a store, completing a purchase or making contact with a company (iAcquire).

These statistics demonstrate that the proverbial writing has been on the wall for those failing to adapt to the mobile trend long before Mobilegeddon, and this Google update will merely cement the fortunes of companies who fail to take action.

Mobilegeddon: Less end of the world, more beginnings of a brave new one

The future of internet browsing, from Google’s point of view, is most certainly mobile based. All of the statistics demonstrate that mobile browsing will only continue to increase and for businesses this means that yesterday was the time to make the necessary changes to adapt to the users of today who are ready and waiting to purchase online. However far from being pessimistic about such news businesses should instead welcome the chance to improve upon their online offering and search ranking, and by taking a few simple steps you could see practically unparalleled gains.

Taking steps to capitalise upon Mobilegeddon

Many will undoubtedly meet another Google update with responses that range from a slight groan right through to outright panic. However far from being the end of the world this update can easily be capitalised upon and as your competitors remain in mobile wrangling mode, you could be leapfrogging over their Google search results.

Get your mobile offering right

  1. Make sure your website is designed for the mobile user: If you’re not sure whether your website is mobile then take a look at one of our recent posts to find out how to check.
  2. Ensure load times are super speedy: Mobile users are more impatient than ever before, and where once the golden figure was 3 seconds, today if your website takes longer than 1 second to load, you’ll be losing visitors (Aberdeen Group).
  3. Be technically elite: If you’re not on webmaster tools, sign up today! This super helpful tool will point out any technical flaws that may see your website downgraded for both mobile and desktop visitors.

Get your mobile SEO strategy right

  1. Hone in on the search experience for YOUR audience: First and foremost you must think about how your mobile users may be searching. Ask yourself key questions such as how they may be phrasing search terms when speaking directly to their SmartPhone, and make full use of Google’s business pages if you’re a physical retailer (so that your future customer can navigate directly to your front door from theirs via Google Maps GPS).
  2. Have an Android App? Be sure to add deep links!: Google is utilising the content within a user’s aps to personalise their search results, however there has been predictions that this could even roll out to where the user doesn’t have an app installed.
  3. Include relevant structured data for the knowledge graph: You may have missed a previous Google update that met user’s continual shift towards asking questions through their mobile search. This involved the use of structural data through what is now known as the Knowledge graph. Not sure where to get started? Then learn from Google themselves with this easy to understand tutorial.
  4. Craft your experience for the mobile assistants of tomorrow, such as Google Now: Optimising for mobile assistants is an entire blog article within itself; briefly however this should see you thinking about things such as Marking up your email notifications for reservations; becoming a listed website in the ‘Popular Websites visited at this location’ list within particular destinations and getting creative with In-Store mobile usage.

As with any area of business for those who adapt to change and actively embrace it there lies untold opportunity, however there’s no doubt that this update will present significant challenges to the way that websites are built and the way in which companies strategise for Google search ranking. If you want to make the most of the opportunity presented by the growth in mobile, take a look at some of the services we offer, and get in touch to see how we could help.

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