Page 20 - AeM_June_2018

BEST PRACTICES & STRATEGIES

Mobile websites:

The underestimated communications channel

Apparently, mobile optimization, the preparation of the tab or clicking on "Back"), it sends a signal to the
corporate website for optimal display on smartphones search engine, saying “Here I did not find what I
and tablets, is deemed negligible by many marketing was looking for”. For Google, it grades down the
or sales decision makers - in the otherwise often very website's relevance even further, as users obviously
innovative, industrial companies. seem to hope finding what they were searching for
somewhere else.
Considering that by now more than 50% of website
accesses worldwide are via smartphones, and the Whether the user habits affect the Google algorithm or
proportion of mobile searches is increasing, leads to vice versa, we are dealing with a typical hen-egg
two problems for website operators: problem here, where the phenomena cause each other.
Unfortunately, as the operator of a B2B website, you
 Punishment by Google in the search results: must play along as otherwise user potential (leads) will
Already since 2015, Google rates websites that are be lost.
poorly portrayed on smartphones and tablets
worse and let them appear further down on the The fact is that the number of search queries from
search results list (SERP). An official statement mobile devices outpaced the desktop search already for
on Google's Webmaster blog states that the a while is an argument on its own. That the criteria for
Google search algorithm adapts to people's desktop and mobile optimization of web pages are in
changing (mobile) search habits. Then, in October principle the same, - both for human observers and for
2016, Google also made clear that the mobile the ranking bots of the search engines, is one more - as
index would replace the desktop index as the main mentioned, both require each other. And that’s why
index (keyword "mobile first"), hence, website websites must be fully responsive nowadays, always
owners must follow this trend if their offers don’t adapting to the respective viewport of the user.
want to lose relevance. Otherwise, there is the problem that when the page is
reduced, you cannot read the texts, the images are not
 Users leaving the website: If a user quickly leaves captured, and navigation gets difficult, which are reason
your website (for example, by closing the browser enough for many users to leave the site.

20 June 2018 - Mobile & Video Marketing