mobile integration

Your mobile device quickly has become the easiest portal to your digital self.
— Phil Nickinson

The Context

Every marketer knows that winning at SEO means keeping Google happy — a challenging task at times, since the search engine giant is continually changing its algorithms. This April 21 marks the largest Google search algorithm update in years, and now it’s official: Your website must be mobile-friendly or no one’s going to see it.

The Challenge

Many of us assume that mobile is essentially business as usual — just on a smaller screen. But often, it’s not. The business impact of the switch to mobile can be counterintuitive and difficult to anticipate.

The Way Forward

There’s an instructive lesson here as the mobile paradigm shift — more smartphones are shipped annually than tablets, notebooks, and desktops combined — continues. Mobile, especially an experience designed for it, makes it easier for people to do things they might not have done otherwise: offer feedback, make a purchase, check sports scores. But you’re not just getting more of the same customers you already had — you’re adding new ones who represent not just a demographic shift, but have fundamentally different engagement levels.

So Now What?

“Smartphone usage is up 394%, and tablet usage is up a whopping 1,721% as these platforms now combine to account for 60% of digital media time spent,” writes Kate Dreyer in a comScore blog post.

Pair this information with Google’s recent move to update its algorithms so that a site’s “mobile-friendliness” determines how high it appears in search results, and the takeaway is clear: If your business site isn’t optimized for mobile, you’re getting left behind in the hunt for customers.

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