Mobile Search Marketing
We specialize in planning and coupling conventional websites to mobile platforms, and marketing mobile websites. In the past few years we have accumulated extensive experience in providing precise solutions compatible with mobile devices, for both small and large websites, and in optimizing existing mobile marketing websites for search engines.
We specialize in consultation and collaboration in planning and establishing activity in the mobile marketing fields:
- Promotion of existing mobile marketing websites and applications.
- Optimization for existing mobile marketing websites and conversion rate optimization (CRO).
- Consultation and affiliation with clients in tracking mobile marketing activity (websites and applications).
- Endeavors in search engines for mobile devices (including location-identification and GPS tracking search).
Marketing mobile websites – how can websites be made compatible?
There are two main approaches in making websites compatible for mobile devices; establishing and engineering a specific platform based website or establishing one website for all platforms using responsive web design.
Separate mobile marketing website: this approach relies on developing a dedicated site, containing platform specific and independent content, and displays the website’s content in a different, sometimes truncated or limited manner. The mobile marketing website has a close “relationship” with the desktop version, which is based on redirecting users to the version that suits them. Correct mobile marketing of the site in regard to search engines is necessary in order to prevent a search engine rebound by offering duplicate content and to take maximum advantage of the website’s potential. Also in regard to the monitoring of the website, dividing users among 2 different websites multiplies the complexity of tracking, referring and administrating, as well as the ability to continuously monitor activity.
Responsive design: When applying this approach, one website is developed that has the ability to create fluid content – the website structure is able to identify the platform on which it will be displayed and adjusts itself according to the user’s screen display specification. This is the approach recommended today by Google, and is more convenient as far as development, tracking and making the site compatible with search engines. Nevertheless, this solution is not suited for all instances, nor do all mobile devices require this specialization.
Is a mobile marketing website necessary?
Google estimated that by the end of 2013, the total amount of visits online from mobile devices would rise above those of desktop computers. By December 31, 2013 there were more than 3.1 million smartphones in Israel, and Google reported that over 91% of Israeli smartphone owners at that time accessed the internet through their mobile device on a daily basis. Furthermore, Google estimated that by December 2013 in the U.S., more than 25% of users with a mobile platform (smartphone, tablet, phablet etc.) use the internet solely from these devices.
With the rise in mobile platforms for internet use, users naturally expect that the website they reach will function correctly. This subject has already been debated at the end of 2011 in an article in Forbes magazine, entitled “a bad mobile experience will no longer be tolerated”. To read the entire article, click here.
It is possible to describe a number of conditions through which both the user and the company benefit from making a website compatible to all platforms;
The image aspect: When a user reaches a company website from a mobile platform and gets an unusable website that is either visually unappealing or exhibits a poor user interface (as it currently happens with many websites displayed on mobile devices), the brand perception is immediately affected, negatively impacting the confidence a user has toward a brand. The ability to provide a better user experience for mobile users is immediately translated to better customer service, and allows for a larger amount of conversions due to the simplicity of use.
Compatibility and search engines: Most search engines, especially Google, have dedicated specific search engines for mobile devices, and have tailored the ability to index and display search results in a way that distinguishes between the mobile user and desktop PCs /laptops users. Making the website compatible to all platforms provides a significant advantage in synching with mobile-specific search engines.
The impact of loading speed on usability: Polls show that 70-90% of users abandon pages that take more than 5 seconds to load. Mobile platforms, especially those that make use of cellular transmission speeds, require “lighter” websites, otherwise loading time are extended due to bandwidth capacity and the cellular phone’s processing capabilities. Mobile compatibility demands significantly lighter websites, due to the change of scope in content as well as in their volume, and thus reduces the bounce rate while increasing the conversion rates for cross device websites.