You can’t measure success until you’ve defined it. Content development is directly linked to the goals in your marketing strategy. But how do you know if you’re meeting those goals? Say your goal is to increase traffic to your site. At what point can you say you’ve achieved that goal?
This version of the Vertical Measure’s staff interviews sheds some light on Sarah Schager, who poses as an Internet Marketing Strategist by day and an adventurist by weekend.
So what does that mean for businesses that advertise on the web? Website functionality has become increasingly important for mobile devices as major websites continue to develop more advanced mobile platforms. In fact, a recent study conducted by Google showed that 61% of survey participants were unlikely to visit any website that they could not easily launch on their cell phones.
While this information may pose a challenge for traditional website publishers, it actually creates a lot of opportunities for advertisers. One Google product-marketing representative stated that each day more than 925,000 mobile devices are being purchased and used for the first time. Google representatives have also shared that searches made during the holiday season on the google.com mobile site were 300% higher in 2010 than they were in 2009. This research is leading many to believe that those numbers will grow exponentially higher still this holiday season.
With this knowledge, Google has decided to take advantage of that mobile device market by introducing a mobile site optimization tool for AdWords campaigns. Google is launching this effort in hopes of increasing search traffic on mobile platforms, and creating more opportunities for ROI with lower costs up front, for those optimized sites. With the help of these changes, Google hopes to provide mobile device users with a richer web surfing experience and advertisers with the chance to gain higher quality scores based on their mobile identity’s performance.
This means that going forward, AdWords users’ mobile landing sites will play a strong role in determining how their campaigns will perform on the entire network. From now on, the success or failure of a mobile site will directly affect a user’s entire AdWords campaign, even the part related to the main parent websites. The good news is this; there are simple ways to streamline the mobile web experience.
Every publisher should keep the following tips in mind when designing their mobile site. For starters, cut out the junk. Excess images should be avoided as well as flash imagery. Next, try to limit clicking by making the important information easy to reach, and the whole site should be easily navigable. Make sure that the landing page includes the most pertinent information since it is the first page that users will see. In addition to making the information easy to see, you should make sure that the site is functional for touch screens. It should be a finger-friendly site since many people will be accessing the site in this manner. You should also remember to test your site on an array of different mobile devices because what may look good on one screen, may not format correctly on another.
Of course, there are many other reasons to create a user-friendly mobile site experience. Though AdWords quality scores should be an incentive to design streamlined sites, website publishers should be looking to the future as more people begin to use their mobile phones and other devices to gain access to the Internet. Take the steps necessary to make sure you are reaching this valuable audience in the most efficient manner possible.
Need help optimizing for mobile? Contact a Site Pro Analyst at 602-314-3479 or email@example.com
“Titles change the destiny of your posts” ~Darren Rowse. Headlines matter for a variety of reasons, most importantly of which is more traffic, more reads, and probably more links. Headlines are what entice a user to click through and read more.
But writing headlines for web content can be a bit tricky. Let’s see, you’ve got character limits to think about, SEO keywords, and then the actual creative copy to entice clicks. And oh ya – about 8 out of 10 of those savvy online users, on average, will only read headline copy and 2 out of 10 will actually read the rest!
It is probably safe to assume that your business objectives depend heavily on search engine rankings and exposure through links from other websites to your own. As readers of this blog know, a major contributor to search engine rankings is the number of quality links to your website. On top of that, links from reputable sites to yours help increase traffic to your site. Needless to say, links to your content provide a major benefit to your efforts. So you have to find a way to get people to link to it.