You only need to go to a café or get on the subway to see that mobile use shows no signs of slowing down. (If you need more data-driven proof, however, a study recently showed that 50 percent of time spent on digital media is done through a mobile device.)
Therefore, as digital marketers, you must never forget the key rules of content marketing for mobile. In this post, we’ll run down some of the key content creation rules of showing up in mobile search results.
First, it helps to understand some of the technical aspects of ranking in mobile SERPs. Mobile sites that load quickly will always rank more highly because, simply, searchers using smartphones are on-the-go and don’t have time for slow page loads. So, if you’re aiming to gain mobile traffic, this should be the first thing you address.
More and more people are primarily using their mobile devices to search. 51% of mobile digital media time is spent on mobile devices. AMPs or Accelerated Mobile Pages, are the most recent search marketing buzzword that embodies the demand for speedy page loading on mobile devices. But what exactly are AMPs and how does mobile content effect your site rankings?
What are AMPs?
Accelerated mobile pages (a.k.a. AMPs) are likely to be at the top of search results. The AMP Project ensures that your mobile site’s design is well optimized for smartphones and tablets
According to David Merrell of the Washington Post, AMP sites load 88 percent faster than traditional website pages. AMPs give you what most mobile searchers want: fast results. Studies have found that 47 percent of consumers expect a site to load in 1 second. Using AMP optimizes your site for the mobile visitor who wants to research something quickly.
AMP is project initiated by Google to prevent people from abandoning sites. Google rewards content creators using AMP code by placing their content in the “Top Stories” section of the Google results page. It’s not the only factor, but mobile friendliness significantly affects ranking in mobile SERPs.
Aside from speed and responsive design, here’s what else you need to consider when developing a mobile-friendly content marketing strategy:
Use Images with Discretion
When choosing images for your content, be sure to upload the smallest size possible without sacrificing quality, again, to speed up load time. Also, consider how necessary that image is to your content, particularly if it’s being developed specifically for mobile.
A study found that the gaze is more likely to settle on images rather than text, so use images with discretion. If your most important content items are in your text, then images can distract the reader from getting the main point. If you easily integrate your main point with your images, then feel free to sprinkle as many images as relevant.
Keep it Simple
Headlines should be short and sweet to accommodate the limited width of most mobile devices. In addition, paragraphs should be kept short to ensure that the reader can easily skim through an article without feeling overwhelmed by a large concentration of words. Consider using bulleted lists and letting your main points stand out with bold formatting.
Reuse Content Wisely
Not all desktop content is relevant for mobile. When creating your mobile content strategy, consider the intentions of users when they are using their mobile devices. Common desktop pages like About, How it Works, Products, are important to have well-optimized for mobile, because they tell searchers basic information about your business. However, complicated pages that require less direct navigation may be best kept exclusively on desktop.
Determine Mobile User Intentions
Test your content on your mobile site before taking it live. Consider the intentions of visitors coming on your mobile site. Do you ultimately want a mobile visitor to visit your desktop site or is does your mobile site contain the whole consumer journey?
Determine where your mobile site fits on a top of funnel to bottom of funnel spectrum. By explicitly determining how your mobile site fits with your overall content strategy, you will be able to determine which content items are best to transfer to your mobile site.
As we see mobile-first take on a more important role in search ranking, it is important to consider why mobile users are using their web browsers on the go. Mobile search is strongly correlated to local searches and brick & mortar stores, so ensuring that local indicators are in your content encourages visitors to continue exploring your site.
Many of the latest trends in search are connected to the latest trends in how people are now interacting with business online. Being able to predict the most convenient path to conversion for your consumer will be the easiest way to predict how the next trend will impact search ranking and your consumer’s journey. For now, it’s important to ensure your mobile content strategy is in order and ready for our mobile-first world.