At a baseball game the other day, I couldn’t help but notice how many people in my seating area were busy looking at their phones, phablets or tablets. Baseball, with its languorous pace, provides spectators plenty of extra time to search online, check their email, send texts and engage with social media. It seems no one near me at the game was wasting a single moment of this valuable screen time. Savvy sports marketers already know this and regularly encourage social media use, providing hashtags and URLs almost everywhere. Go to any sporting event and see for yourself just how much online activity is going on all around you. It would be a fair to say almost everybody is constantly online with a mobile device.
This highly distracted behavior is not confined to sporting events. This behavior is the new norm. It is pervasive. Google has recognized this and has adjusted their algorithm to give a boost to mobile friendly sites. There are several clear signals for ecommerce site owners in this shift to mobile. With limited search real estate available on smaller screens and search rankings increasingly difficult to secure, each organic search click becomes more important. They must not be wasted. It is imperative that a site catch the surfer on their first search and direct their attention directly to the product they want with minimal effort; otherwise that searcher may very well move on to another site or to some other online activity. Are you making it as easy as possible for all your visitors to find just what they want almost instantly? That should be the goal.
If your site were perfectly optimized—an ideal, hypothetical, situation, every searcher would conduct a search and find just the right product on the very first try. It doesn’t work that way even in fairy tales. It took Goldilocks three tries to find the “just right” porridge. Are you effectively supporting the customer’s quest through your navigation, and does Google understand how your navigation supports the user? If you cannot answer this in the affirmative, you need to adjust your proverbial sails to catch the wind.
Ask yourself whether your faceting supports a second more refined search query. For example, someone searching for “batting helmets” might want to refine their search to reflect the user (youth or adult), a brand or price preference, or the whether the helmet is for slow pitch softball or high-velocity hardball. Your navigation and its faceting should support this searcher behavior. Does your site make it easy for the first time visitor to quickly find additional options when they arrive from a search engine, or must they go through numerous clicks to see them?
Your navigation should act as a secondary search tool. Google has recognized the value of the navigation, and through site links allows site owners to communicate key navigational elements. We can expect to see Google continue to make efforts to compress more useful information into less space in the search listing in an effort to satisfy the user more quickly. Give your Google listings a quick sanity check and see if they conform to how users look for your products. One quick tip is to review your two and three word phrases and see if they show up when and where you would expect them. Search and shop your own site the next time you are sitting at a ball game with spare screen time. You’ll be surprised at what you might find out.