Mobile is a powerful channel for brands to connect with consumers throughout their purchase journeys. A mobile SEO strategy is a key piece of a successful digital marketing plan. Does your mobile experience delight consumers, regardless of which device they use to find you? With Google now rewarding sites that are mobile-friendly, what does it mean for your mobile SEO strategy?
A poor mobile experience can send potential customers to your competitors. Don’t let this happen – especially not as Google is ready to boost mobile-friendly sites in its search results. Introducing Mobile SEO Now 2015. It will provide you with:
- Vital information on the current stage of mobile search now, and where it’s going.
- Mind-blowing mobile statistics.
- Amazing mobile case studies.
- Knowledge and advice from experts and thought leaders in mobile.
By the time you’ve finished reading, you’ll be ready to implement strategies that will help your brand or business reach and influence mobile consumers at key moments throughout their purchase journeys.
Why Is Mobile SEO So Important?
Consider a consumer’s journey…
Meet Jessica. She just bought her first home. One day while sitting on her patio, she realizes that an outdoor fire pit would be an amazing addition to her back yard.
The Awareness Stage
Like nearly half of consumers, Jessica begins her research with a search engine (Google, in this case). She grabs her smartphone, navigates to Google, and types in “fire pits” to get tons of ideas (features, specs, safety, warranties, and more) and tips to consider from blog posts and buyer guides before calling it a day.
This is just step one of a research process that could take Jessica days, weeks, or months to complete, and will span multiple channels and devices. Mobile is integral during the initial research stage for many consumers.
Replace “fire pit” with any other product you sell and ask yourself: would she be able to find you in this crucial stage? Is she aware you sell the product and are the best option?
The Consideration Stage
Later on, with some time to spare during her lunch break, she returns to Google on her smartphone and uses voice search to search for “buy outdoor wood burning fire pit”. She is trying to decide what type of outdoor fire pit is perfect for her. With so many options, she’s overwhelmed and decides to pick this up on her laptop later that evening, where she discovers several brands she considers buying from.
If your brand sells fire pits (or any other product), you want Jessica to consider buying from you.
The Evaluation Stage
Now that Jessica has narrowed her search and your brand is still in the mix, it’s all about making sure there are no hurdles that will derail a sale. She’s found you, but will she buy from you?
Not just yet. Because now she searches for online reviews to evaluate whether she’s making a smart purchase. The field is further narrowed down.
Before dinner one evening, she gets frustrated by one painfully slow-loading site she had been considering and tries another. This one is poorly designed and makes it too difficult for her to easily navigate to the outdoor fire pit she wants to buy.
Poor mobile SEO and a bad mobile experience have ultimately cost those competing brands a sale.
The Purchase Stage
Late at night in bed the next evening, she grabs her smartphone and searches Google to compare prices. One brand especially catches her eye – it has a “Mobile-friendly” label. She also remembers buying from this brand in the past and having a positive experience. So Jessica clicks on the “Mobile-friendly” site.
Everything clicks. The mobile site is fast and easy to navigate. The content is persuasive and reassuring. She’s confident in the deal she’s getting. She’s confident in the brand. She’s ready to buy.
If all goes well after the sale, Jessica may just become a loyal customer. Some 80 percent of people are more willing to recommend a brand after positive mobile interactions
The critical importance of mobile search as a channel means that brands need to ensure that a consumer’s experience of the brand is nothing less than exceptional.
Get this guide and make sure your mobile SEO is up-to-date, effective, truly customer-centric, and ready to meet the challenges and expectations of an increasingly mobilized world.
Is your mobile site optimized and providing mobile consumers with exceptional experiences?