Motivated Mobile SEO: Start 2016 on the Right Conversion Path

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.

Week 8 Mobile Call Button

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 #1Let 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.

Week 8 Call Industry

Source: John Busby, Marchex Institute

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 #2Bid-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

Week 8 Ad Bids 2

Source: Margot da Cunha, WordStream

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

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About dleastep

This blog was created for coursework participation during WVU's Reed College of Media's Emerging Media and The Market Late Fall 2015 class. As a candidate for the Digital Marketing Communications (DMC) Graduate Certificate, which I am completing as continuing education for my Master of Science in Journalism (MSJ), I hope to better understand today's dynamic global media audience habits and engagement with brands, organizations and community. Please join the conversation with my fellow classmates as we explore emerging media effectiveness, its creative processes and impact on society ethics by commenting on my posts or linking to classmate blogs listed on the right of my blog-page.
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4 Responses to Motivated Mobile SEO: Start 2016 on the Right Conversion Path

  1. aneel48 says:

    I love this post about a Mobile Resolution. My place of employment is very traditional in the sense that they do not do a lot of marketing, but want to market customer experiences word of mouth. I found myself discussing with some co workers that I have noticed it is hard to get the younger kids in the store because the store does not have WiFi. If there were some sort of WiFi or something in regards to mobile that would bring customers in, that would be very beneficial. If customers were on their phone hooked up to the WiFi or if they accepted the “current location”, I believe that the store would pop up at the top of a mobile search while in the store or in the future because the customer has shown a history of being in a specific location.

    Liked by 1 person

    • dleastep says:

      Alyssa,
      You are definitely thinking both mobile and local, which is spot on, when it comes to finding advantages through emerging media. I totally understand that word-of-mouth (WoM) has been a source of qualified leads and high conversions for your employer. The fact is though, WoM is happening on a greater and greater scale through Social Media, Internet based review sites (like Yelp!) or referral sites like Angie’s List. Keep pitching the WiFi idea or try some other local pilot campaign (maybe tied to community service) and see if it doesn’t translate into quality leads and conversions. Nothing makes the point than revenue increases! Good Luck!

      Like

  2. That “call button”… Thinking from an user perspective, I love that Google offers a “call” button, right on the mobile SERP. All I have to do is click the button, and I don’t even have to go through the website to find the phone number. From a marketer’s perspective, that is one less visit I have on my website. Google is adding more features to its site every day, and is no longer a place for only searching. For example, you can find flights through Google and only go to the site that is selling the flight once you are ready to purchase. I am sure this lowered the traffic for airlines and flight comparison sites. Marketers need to adapt to this trend and to the ever changing search landscape, especially on mobile, since its innovations happen on a faster pace. Great post!

    Liked by 1 person

    • dleastep says:

      Thanks for the feedback and sharing your experience with the Google “call button.” A lot of my co-workers seem to be email-first communicators so I wondered how the “call only” contact information would be received. On mobile, Google gives me Twitter activity on searches, which I like because I don’t follow many on Twitter but like reading Tweets on news events, especially. I agree with you on the travel-related websites, along with secondary travel sites like the auto club AAA, that Google flight data has to impact their visitor traffic volume and might impact margins as more traffic competes on price. I think the term marketers and adapt have become synonyms at this point!

      Like

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