In two weeks, I’ll awaken my large Dutch Oven from its slumber to prepare my traditional family New Year’s meal of pork loin, sauerkraut and dumplings. Good times or bad, no matter the life-altering events or temporary illnesses, I’ve unwaveringly observed this New Year’s ritual.
Occasionally, I even join the 45% of American’s who make a New Year’s Resolution because I’ve heard that folks who explicitly make resolutions are 10 times more likely to obtain their goals, than those that do not make those formal declarations. As Lao Tzu said, “The journey of a thousand miles begins with a single step.”
SEO practitioners who think they survived Google’s Mobilegeddon on April 21, 2015, may have prematurely felt they completed that thousand-mile “mobile-friendly” journey. In fact, 2016 resolutions to “go-mobile” have never been more pertinent: almost 69% of mobile search results are different than desktop with this trend toward differentiation expected to continue. According to Google’s Gary Illyes , “… if you think about it, there’s no reason for us to stop improving our MF [mobile friendly] algos.” The mobile-friendly journey is far from finished.
Now that we know mobile has created the Internet search engines’ “Whole New World,” it’s time to steadfastly resolve to continue to “go mobile.” Here’s two SEO tactical tips that will help you reach your new year’s improved conversion rate goals.
Tip #1 – Let call buttons lead the conversion. Customer in-bound calls result in 3 times more conversions (sales, appointments or reservations) than similar business website visits. Because 97% of customer leads are lost on landing-page visits, Larry Kim suggests that marketers utilize the new call-only feature available on Google AdWords, similar to those on Facebook and Twitter.
According to John Busby, click-to-call commerce is estimated at $1 trillion this year, expected to double by 2019. Businesses spend $1 billion annually on click-to-call paid search.
Tip #2 – Bid-up mobile ad positions, using high purchase-intent keywords that are more likely to result in ultimate conversion. Because it’s twice as hard for a mobile ad to be seen than desktop or tablet as shown on the graph below, Erin Sagin suggests
that marketers bid-up mobile ads with keywords that relate to high transactional intent and defer informational keywords to more visible desktop ads. High transactional – or purchase – intent keywords include “buy now” words such as buy, discount, free shipping, while “product” keywords include brand or product-specific names, affordable, cheapest, or comparison.
Have you made any 2016 mobile SEO New Year’s Resolution goals? Let’s start a conversation, in the comments below.
Prepared to run a strong 2016 SEO race? These SEO experts talk about important future trends:
Erin Robbins O’Brien writes “10 SEO tips you’d be surprised you didn’t know”
Danny Goodwin writes “SEO Trends 2016: 44 Experts On The Future of Organic Search Success”