The advent of KitKat and Google’s new
Hummingbird algorithm has forced firms and brands to outstretch their
search marketing plans and strategies.
The increased focus on relevant content
and mobile engagement with content has raised the need of long term
content and SEO marketing. As per the opinion of readers, SEO can be
more clearly defined as:
The long term process of improving a
brand’s visibility in search and social throughout the buying cycle
of prospect is known as SEO.
Mobile usage is causing a drift in search strategies
The number of mobile devices on this
planet is expected to exceed the world’s population in near future.
As per the data available on Wikipedia, there are around 6.8 billion
mobile devices in between 7 billion people.
The brand managers and marketers should
consider the difference between the user discoverability and
engagement with brand content between a mobile and a desktop.
Moreover, voice or a conversational
search occurs more frequently on a mobile device compared to that on
a desktop. The behavior difference between the two types of searches
should be studied.
This type of behavioral difference
shows that focus should be given to –
- Search keywords used
- Way of consuming the content
- Who is the searcher and who is using the content?
- Stage of buying cycle
- Difference in conversion rate
The use of mobile is increasing rapidly
and mobile traffic to Google search engine will soon surpass the
desktop traffic. Therefore Google is considering algorithm changes so
that relevant results are given when a user performs any search
through a mobile device.
Recent trends in mobile organic search
The
data published by gShift shows the trend of organic search traffic
across Yahoo, Bing and Google from January 2013 to October 2013. The
figure shows that the organic search traffic from mobile devices has
gone upwards from January 2013 to October 2013.
Companies
can capitalize on this trend in mobile organic search in five
different ways:
1)
Consider
mobile organic search behavior in your SEO/Content marketing
strategies
Ensure
that mobility factor has been considered for conversion measurement
and keyword research while executing your SEO or content marketing
strategies.
Enquire
that how your service provider will consider the trends in mobile
organic search behavior and how they will measure the engagement and
discoverability of content on a mobile device versus a desktop.
2)
Increase your keyword research and tracking
Keyword
performance tracking has become much more challenging due to the
difference in searcher’s behavior. Further, the search performed
from a mobile device is different from that performed through a
desktop. So, a large number of keywords should be monitored for
position change and discoverability in order to understand which
content is majorly being discovered for a group of related keywords.
3)
Keep
a track of mobile segments in Google Analytics
In
order to understand the actions taken by a searcher on their mobile
devices and their engagement with your brand content versus desktop,
keep a track of mobile segments in Google Analytics.
"Mobile
and Tablet Traffic", "Mobile Traffic" and "Tablet
and Desktop Traffic" are the built in segments to choose between
in Google Analytics. You need to create a new segment for analyzing
the behavior of only desktop users.
After
creating the new segment select both the desktop and mobile segments
to know the conversion rate differences between visitors from each
source and then take the action accordingly to improve your brand
content.
4)
Content-Level and Page-Level Web Presence Analytics are key
Discoverability
of content, reporting on the engagement and understanding where
optimization opportunities exist need web page or content level
analytics. Such metrics include social signals, page-specific
backlinks and conversions.
Then
choose the desktop traffic and mobile traffic segments to know if
your brand content has high conversion rate on desktop or mobile.
5)
Human
factors affecting optimization
Various
human factors testing across different devices should also be
considered. A focus group should be set up to understand how people
interact with the web presence of brand from mobile device and
desktop and what keywords are being used to find the brand.
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