Todd Martin

Todd Martin

Sales Strategy

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Who Will Find You in 2017?

December 27, 2016

Google will begin to look primarily at mobile sites first as it continues to create its gargantuan index. Where will you rank in search results?

Todd Martin 022416 image 1

No one has to tell you how much impact your mobile presence has on your sales and marketing efforts. For the last couple of years, industry pundits and market researchers have been pushing mobile, claiming that that’s where the majority of Google searches originate.

That reality is about to become even more important. Google recently announced that it’s been experimenting with a new way of indexing webpages, which simply means the process of adding pages to its massive compendium of potential search results.

Both for Now

Currently, Google explained on its blog, the company’s ranking systems look at desktop versions first. The problem is, if the mobile site has less content, Google is, “…not evaluating the actual page that is seen by a mobile searcher.”

This makes sense. More searches are done on mobile devices, but Google is still indexing Instagram 2based on desktop content, some of which may or may not be in the mobile version.

So Google will remedy that. The index still consists of both websites and apps, but the company is moving slowly to an indexing process that will primarily use mobile sites.

Why I Brought This Up

Why am I telling you this? Because this gradual shift makes the skilled use of Search Engine Optimization (SEO) on your mobile site more important than ever. You or whoever writes your content and builds pages needs to be keenly aware of this pending sea change.

I’ve talked about SEO before, but not for quite a while. So as you ponder what Google’s new indexing philosophy (when it comes to fruition) means for you, consider these tips:

  • Consider Google searches as you create a domain name(s). Try really, really hard to make it search-worthy while keeping it as short and easy to spell and remember as is possible.
  • Create the best content you can. It’s true: Google can evaluate the quality of your site’s content. Prospects are more likely to stick around if they like your voice and the things you’re saying.
  • Ditto the user experience. No, you don’t have Apple’s design budget. But shoppers have way higher standards for how information is presented than they did even 10 years ago.
  • Todd Martin 022613 image 2Build entire pages based on your most critical keywords. If someone searched for a word or phrase, they want to learn more about that specific element of your business. Accommodate them.
  • In fact, use those keywords wherever you can. This includes page titles, image names, individual page URLs, etc.
  • Turn prospects into leads by sending them to a great landing page. Your finely-tuned SEO efforts will be for naught if their hits direct your audience to anything less than a page that’s one of your best.  Make sure that those pages contain contact information or a prominent link to your Contact Us page.
  • Bring other experts into your website world. Yes, your website is about you and your company. And you don’t want an outsider to outshine you. But we’re talking about getting people to your site and trying to sell them something. You’re not going to ask competitors to talk about their products. Ask individuals in your industry to provide  guest posts on topics of mutual interest. You can bet they’ll link to your site from theirs. Offer to share topic-based content to others. Google likes external links.

Lest you be in a hurry to build or modify a mobile site, take this final piece of advice from Google itself: “…keep in mind that a functional desktop-oriented site can be better than a broken or incomplete mobile version of the site. It’s better for you to build up your mobile site and launch it when ready.”

 

 

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