Mobile Marketing Enters a New Era

Unless you’ve been living under a rock for the past few years, you’re probably aware of how important it is to consider mobile across pretty much every aspect of your digital marketing. Take local SEO for instance: around a third of all mobile searches are related to location and local searches on mobile are increasing in number 50% faster than mobile searches in general. All those searches that end in ‘near me’ mount up right? It goes without saying that you certainly can’t afford to be invisible to potential customers searching in the local community for your industry/service.

That’s all well and good, and chances are you’ve heard all this before. However, our good friends over at Google have been working on a few things that will ramp up the importance of focusing on mobile even more and it’s these that you probably haven’t heard about all that much.

You may or may not know that the speed at which your website loads is factored in by Google when ranking your site, but its only desktop sites that have to worry about site speed. That’s right, when Google ranks mobile sites they don’t actually care about how quickly it loads which may come as a surprise.

Don’t get us wrong, a fast site (both on desktop and mobile) is crucial to user experience and satisfaction but that’s a whole different ball game. Here’s the low-down: it’s all going to change. Google have announced proposed changes to the page speed ranking factor to ensure that it looks definitively at the page speed of your site on mobile devices. Good news if you have a responsive site that has been given some TLC when it comes to loading speed, but it could spell a little trouble if you have a completely separate mobile site – you may have to specifically look at the loading speed of this version.

AdWords is looking to captivate mobile users through maps, too. Imagine walking along following your route, Google Maps in hand, and looking down at your screen to notice there’s a Starbucks logo winking at you just round the corner. What’s more, tapping this logo will reveal a coupon for a free cappuccino with every purchase of a cheese toastie. Brilliant, right? This could soon be a reality. Google is offering advertisers ‘promoted pins’ (“wait, I thought that was Pinterest?” we hear you say) which allow for company logos to appear on maps, which when tapped can reveal coupons and other promotions to encourage you to deviate from your route.

So there you have it. The latest stats around mobile search and developments like those mentioned here are giving “the future is mobile” a new meaning. Watch this space: you have a long way to go if you’ve only just made a responsive website!

Thanks for reading our ‘Mobile Marketing Enters a New Era’ article. Be sure to visit the rest of our Digital Marketing Blog for all the latest happenings in Digital Marketing.

We’re Digital Clicks, SEO specialists working in Cambridge with clients across the whole country. We specialise in SEO campaigns, especially when one wants to optimise for a local SEO campaign in Cambridge. For more information, any help or advice for your campaign or to know more about how we work, don’t hesitate to get in touch with one of the team.

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