First, it was Panda, then it was Penguin, and, now, apparently Google is sponsoring an apocalypse that may break the Internet. In February, the search king giant announced that mobile-friendly sites would get priority in page rankings.
It is not really a surprise that the Googleticians would make this adjustment, though. In 2010, a Morgan Stanley study predicted that this would be the year mobile overtakes the desktop Internet, according to Mashable.
So, will the walking dead take over the world, too? Who knows, but one thing is certain, if you want to survive the Google apocalypse, your project management techniques better include plans to make your client’s content and ecommerce platforms mobile-friendly.
The News Straight from Google’s Mouth
Google’s intent is not to break the Internet; there has been more than enough of that already. What they do want to do is cater their algorithms to recognize that more searchers are using mobile devices to go online. Specifically, they are making it easier for search engines to find mobile-friendly web pages.
They are also including apps in the apocalyptic change over. The introduction of app indexing will bubble up useful content from apps, as well. This is all so you can stand in line at the grocery store and search for valuable information instead of waiting until you get home or ask your mobile phone where the nearest donut shop is while sitting at a light.
The change to the search process started April 21st. On that day, mobile-friendliness became a ranking signal. In other words, if a competitor has a mobile-friendly website and your client doesn’t, guess who gets the top spot?
How to Help Your Clients Survive the Apocalypse
Hopefully, you have been paying attention to the ways of the world, because Morgan Stanley was not wrong. Statistics show their crystal ball was spot-on with their prediction. In 2013, BI Intelligence, that is the tech version of the CIA I think, determined that one in every five people own a smartphone and six percent of the global population use tablets. It’s safe to say those numbers have escalated.
Where should agencies focus their attention given these changes? The goal for every project should be to create a mobile-friendly marketing strategy with things like:
- Mobile web sites – This might include setting up a sub-domain specifically for mobile. This way, when the user types in “Iwanttobuythat.com” they are automatically redirected to a site streamlined for mobile usage.
- A mobile app – They say there is an app for everything for a reason. Apps is where it is at when it comes to making the end-user happy
- Ways to monetize mobile apps – Can you say premium subscription fee?
- Mobile coupons – Consumers want their mobile devices to save them money, too
- Mobile ads – Design ads that fit on smaller screens for better results
Good project management techniques mean being able to adapt to whatever Google throws your way. This year they are tossing around apps and mobile searches just to keep you on your toes. Comply now or risk breaking the Internet.
Darla F is a full-time freelance writer who specializes in helping agencies meet their goals by developing creative and engaging content.