We have all been there. You find a mobile website that you believe will answer a question or fulfill a purchasing need you have, but once you click the desired link on your mobile device you are left waiting for the page to load. In today’s mobile era of instant gratification and the high expectation for a seamless user experience, how long do you wait? Five seconds? Three seconds? For a business owner that relies on their company’s website for conversions those few seconds may seem minuscule, but you may be surprised! When it comes to mobile websites, less is actually more. Think with Google recently released a study that stated that the probability of bounce rate increases to 90% if a mobile website takes one to five seconds to completely load.
“It’s no secret that shoppers expect a fast mobile experience. If there’s too much friction, they’ll abandon their cart and move on,” Daniel An, Global Product Lead at Google and author of the case study, said. “Today, it’s critical that marketers design fast web experiences across all industry sectors. Consumers want to quickly pay bills on finance sites, get rapid results when they’re browsing vacation reviews, and view an article immediately when they click through.”
With mobile speed being directly linked to revenue, the study explored a variety of industries to track Google’s advertising partner’s success.
“We did an analysis of 900,000 mobile ads’ landing pages spanning 126 countries. That new analysis confirmed our thesis: The majority of mobile sites are slow and bloated with too many elements,” An said.
It was discovered that for 70% of the webpages that were reviewed, it took almost seven seconds for any visual content above the fold to load. It also took more than 10 seconds for the content below the fold to properly load.
“The average time it takes to fully load a mobile landing page is 22 seconds, yet 53% of mobile site visitors leave a page that takes longer than three seconds to load. That’s a big problem,” An said.
Despite the frustrating results, there is still hope for slow loading mobile websites. According to the case study, 30% of pages could save more than 250KB by compressing images and text. A few other ways that can help decrease a mobile website’s loading time include, optimizing images, browser caching, optimizing CSS and keeping the scripts below the fold.
“When it comes to mobile pages, speed and size matter,” An said. “Marketers must keep consumers engaged on mobile and focus on building mobile-first experiences.”
Are you not sure how your mobile website matches up against your local or national competitors? Check your mobile website scores today at Test My Site.
It doesn’t matter if you run an e-commerce or brick and mortar business, incorporating a blog into your marketing strategy can be a very effective and long-term investment into your company’s brand. Other than driving traffic to your website and properly increasing your domain authority, consistently publishing well-written content on your website can also have a positive effect on your website’s overall organic progress within search results. Here are five other ways that incorporating a blog into your business plan can help your company become a reliable, go-to source for important information relating to your industry.
Establish Yourself as an Industry Expert
Just because you understand the products or services your company offers, doesn’t mean everyone else does. At least not yet. Is what your company offers an everyday type of product or is it seasonal? By focusing on a certain aspect of your company within a blog post, you are able to answer questions consumers may have with an unlimited amount of characters. A blog post gives you the platform you need to explain to potential customers why they need your product, when they will need it, how it works, and what puts your product above the rest. By consistently publishing content in a way an interested consumer would search online, your brand will be taking the necessary steps to showing up in prime areas of search result pages.
Grow Your Keyword Data Base
If your company is investing in paid search, you already understand the importance of nailing down strong keywords that relate directly to your business model. By targeting long tail search phrases and creating valuable content about your company’s products or services, you are increasing your keyword set. Brainstorming key phrases that not only relate to your industry, but have a high search volume, can make it easier for interested consumers to stumble upon your website. To ensure you are putting your best foot forward for your business, it is important that you are familiar with Google’s recently updated Search Quality Guidelines.
Increase Your Chances of Gaining Featured Snippets
When you are consistently publishing content on your company’s website that users find valuable, you increase your chances of obtaining featured snippets. What is a featured snippet? A featured snippet is a summarized answer to a user’s search query that is taken directly from a webpage. A portion of the content not only shows up at the top of Google’s search results, it also displays the website’s title and URL. Even though Google has never released formal guidelines regarding featured snippets, a number of case studies have been conducted regarding the topic and explain how industries can potentially boost their chances of having their content appear in this highly sought-after spot.
Give Your Social Channels More Value
Are you looking to promote more engagement on your company’s social channels? Publishing blog content on your company’s social channels will not only build your target audience and promote website traffic, it is an easy way for potential customers to learn more about what your business offers on a more conversational level. Having social media is an easy way to connect with current and potential customers. However, when sharing content on your company’s social channels, you want to be sure that you are always providing your followers with something of value. Take your followers into consideration and create an easy-to-follow promotion schedule to avoid any practices that may resemble spam. With so many foolproof tools available, optimizing a blog post across a number of social channels has never been simpler.
Keep Conversion Rate in Mind
Have you ever been casually scrolling through a website or social channel and made a purchase that you didn’t set out to make? Chances are you have. How does this happen and why does it happen more often than we care to admit? The power of persuasion is real and is achieved through well-written content. It is important to focus your blog post and keywords on what a potential customer could be needing or searching for before they take a desired action on your company’s website. A blog post is the perfect platform to promote what your business does or provides in a way that appeals to those who may not have necessarily been in the market to buy.
When was the last time you reviewed the keywords you are using to target traffic and referrals to your company’s website? Do you even know how to find the best keywords for your online ads? Keyword management plays an essential role in creating and optimizing an accurate data base for your company’s Pay-Per-Click (PPC) campaigns. This type of campaign management has various approaches and elements that need to be considered routinely to ensure you are getting the most out of your advertising budget each month.
“Keyword management is such an all-encompassing term, it’s no surprise that there are so many questions about the practice,” Dan Grossman, Senior PPC Account Manager at Intertwine Interactive, said. “Between auditing your current keyword portfolio, analyzing search queries for new keywords, and keeping negative keyword lists updated, clients can get overwhelmed at the thought of beginning this process.”
So what exactly are keywords? Keywords are specific words or phrases that users input into a search engine to find information or a specific product they are looking for. To ensure you are spending your advertising budget wisely, you need to be sure you are bidding on the correct keywords and grouping them accordingly.
“It’s easy to get bogged down and overwhelmed with this important work which is where we step up to the challenge to ensure your PPC accounts are running efficiently,” Grossman said.
Making sure your company’s keywords are correctly managed as they grow and become more granular has a number of benefits for your company’s ROI. Having your company’s PPC campaigns managed by a professional can help move your advertising efforts toward a high Quality Score. What exactly does that mean? A high Quality Score is a Google rating that focuses on the overall quality and relevance of your keywords within your company’s PPC ads. If your ads are proving to meet the needs of users, a high Quality Score is rewarded with a lower minimum bid for the keywords that best represent your business.
This score is just one aspect used to determine what your cost per click (CPC) would be for your ad rank during the auction process. Having a high Quality Score on your campaign will also have a direct impact on your company’s cost per conversion, the cost your company pays when a user takes action on your website such as filling out a contact form or making a purchase. Simply, the higher your overall Quality Score, the lower your cost per conversion will be.
“More than a ‘do it once and forget it’ notion, keyword management is a constantly evolving process that grows with your business. Here at Intertwine, we try to communicate all of these processes directly with the client and help them understand the importance of ongoing account management,” Grossman said.
Contact our PPC team today to learn more about keyword management and what it can do for your business!