As a marketer who uses email, you know as well as I do, your campaigns do not stand alone. Without proper support from your website—and throughout your organization—email campaigns will produce disappointing results. With that said, Google’s recent announcement of impending significant changes affects us as much as our Webdeveloper team. Pay heed.
In short, Google’s announcement focuses on two primary points—both of which are designed to acknowledge the mobile-device and app trends and provide suitable content to the device user. The purpose of this new release is:
- Google will return more mobile-friendly websites in search results.
- Google will return more relevant app content in search results when a signed-in user has the app installed.
To date, Google has checked websites for mobile compatibility, and if you are the webmaster, provided you with an email to keep you abreast of potential concerns and how you might address those issues—a fairly passive, observer-type approach.
With this announcement, beginning on 21 April, Google is apparently poised to take a harder line and relegate non-mobile websites to the far reaches of results—which will not affect direct links you’ve embedded in your campaign, but will most certainly affect future searches your constituents perform to revisit your site or to find additional information.
Does this have a real, measurable impact on you? Most certainly.
We recently ran a campaign where we checked the websites of thousands of our subscribers, leads and clients and were astonished to find only around 30 percent of them have properly functioning mobile websites, and less than 1 percent have a mobile app. The campaign was designed to highlight the experience of their clients when visiting their website and encourage them to purchase Web-development or app-development services. We included a screenshot of an iPhone 6 and on the phone’s screen we displayed an actual view of their site.
If this 30 percent suddenly shifts to the top of search results, imagine what this could do to your rankings if you do not have a mobile site. Assuming you’ve implemented a good SEO strategy, and are enjoying a top-ranking website, you will now have 30 companies displayed before you. With typical search-results pages showing the top ten companies, this means you have been relegated from page one to perhaps page three or even four.
With these changes, mobile sites—and landing and squeeze pages—have gone from important to critical. Your site and all campaign pages must provide sufficient depth to answer questions visitors may have beyond what the campaign provides or questions return visitors have—and in a format appropriate to the visitor’s device.
Updating your site doesn’t have to be difficult. If you’re using WordPress, there are plug-ins that you can add to your current theme in order to present the site in a mobile format. One I’ve used and had a good experience with is WP Touch.
You do need to think beyond your website, no matter which option you choose. This affects landing pages, squeeze pages and microsites as well.
In other words, if you’re not mobile, you may not be relevant.