There is no denying the dramatic increase in mobile Internet users over the last couple of years.One needs only to go out in public and look around to see all the people captivated by the content on the small screen of their smartphone or tablet.
Many Internet-based companies, including Google, have said that by 2015, most individuals on the planet will own a mobile device, particularly a smartphone.
In fact, just this week, Google CEO Eric Schmidt proclaimed his prediction for 2014 and beyond, stating: “Everyone is going to have a smartphone. The trend has been mobile was winning; it’s now won,” Schmidt went on to note the trend towards more tablets and phones being sold than PCs.
That equates to nearly 6 billion users – a very large and enticing market of online shoppers and consumers. Having only a desktop-anchored website is no longer enough for a businesses to compete in today’s mobile society.
It is becoming clear at this point that having a mobile web presence is a necessity for any business in today’s digital age. With the huge potential of consumer reach with the mobile Internet phenomenon, establishing a strong and reliable mobile web presence is now an imperative undertaking for any company or small business.
Not all traditional websites are well-configured for mobile platforms, and this can lead to a poor user experience. In a recent study, 57% of the worldís Internet users say they would not recommend a site that has a bad mobile web presence while another 40% say they will seek another service after a bad mobile Internet experience.
The Value in Mobile Website Design
A mobile website is specifically designed to provide excellent user experience on a mobile device such as smartphone or tablet. Since screens are smaller in phones and tablets, the structure, design, and schematics of mobile websites differ greatly from traditional websites. Less text, more buttons, larger fonts, and features like maps and click-to-call graphics are the major attributes of a mobile website design.
The current trend towards mobile web presence opens up a whole other platform for businesses to reach and connect with their target market. To ensure the best user experience, there are a few guidelines to follow when creating your mobile web presence.
There are several web design elements that combine to make a mobile website design successful. These include ease of access and navigation, fast loading speed time, redirects that lead to the mobile version of the page, and readable content.
Internet Marketing Implications of Mobile Websites
More than just the actual look and feel of the mobile website, your company’s mobile web presence also hinges on the success of SEO (search engine optimization.) Thus, building a successful mobile web presence can benefit a company’s overall SEO efforts as more individuals use smartphones to search the web.
Because many smartphone users search Google and other search engines for immediate and local solutions, having a mobile-friendly website is particularly important for local SEO. In a competitive local marketplace, a mobile website can give your company an edge with SEO and other Internet marketing initiatives.
As the rate of mobile Internet users continues to rise, it will become increasingly important for businesses to form a strong mobile web presence to keep up with the times. Because this new influx of mobile Internet users are able to access the Internet anytime and anywhere, it is crucial that your company’s mobile website is designed to meet their needs and exceed expectations.
Mobile technology has infiltrated modern life to the point of normalcy. This means that more and more people are now accessing the Internet via their smartphones and tablets. This recent development has contributed to a shift in the way companies reach out to consumers and promote their products and services.
If you have a need or aspiration to grow your ecommerce website, SEO is surely a great way to gain more traffic. The cornerstone to ecommerce SEO is doing keyword research. And although the keyword research process seems straightforward and simple, there are a few things that one must know to get the most accurate results.
Ecommerce SEO is becoming more and more competitive by the month. For this reason, choosing the ideal keyword targets is paramount for success. In this post, I will give you three essential tips to help steer your ecommerce keyword research in the right direction.
Understanding the 3 Keyword Match Types
An important aspect of doing keyword research for ecommerce SEO is knowing the three keyword match types. These match types are Broad, Exact, and Phrase match, and although the primary purpose for each match type is for keyword bidding (via paid search advertising,) understanding the differences between each match type is imperative for search engine optimization.
Take a look at my example below regarding some research I was doing around “triathlon shorts.” Each match type is shown for the keyword “triathlon shorts;” however, each match type offers very different search volumes.
The reason why the search volumes for each match is so different is best understood by defining each match type:
- [triathlon shorts] (exact match) – search volumes accounts for only the two-word phrase triathlon shorts
- “triathlon shorts” (phrase match) – search volumes include exact matches, as well as variations with supportive outlier words (e.g. cheap triathlon shorts, triathlon shorts with butt pad, mens triathlon shorts)
- triathlon shorts (broad match) – search volumes account for all keyword searches that include similar semantics (e.g. tri shorts, womens shorts for triathlon, marathon shorts)
As you can see, the match types for broad and phrase match can seem very inflated from a SEO perspective. Broad match in particular is just too ambiguous to accurately account for the keyword’s traffic potential. When doing keyword research for ecommerce SEO, I strongly suggest de-selecting the broad match filter, and selecting the exact match option. This option is available in the left-hand navigation of the Google Keyword Tool.
Applying the Advanced Filter Options
In most cases when using the Google Keyword Tool in AdWords, you’ll need to adjust some of the advanced filter options. These settings enable you to set both the location and language parameters of your keyword results.
You can also modify the results to display search volumes based on the device people use to search Google. This information can be of value when creating mobile-specific search campaigns.
One setting that I strongly suggesting using is the filter option to “Only show ideas closely related to my search terms.” This check box is located just above the Advanced Options and Filters link.
The fact of the matter is, the Google Keyword Tool can provide search results for a lot of ideas that are broadly related to your initial keywords. This helps to keep your keyword research more focused while pinpointing those long-tails more efficiently.
Plug-in Keywords in Groupings
This next tip corresponds with the latter concept of keeping your research focused by using the filter options, especially the option to only show closely related ideas. Here you’ll want to use the Google Keyword Tool repetitively for select keyword groupings. That is, plug-in only a few keywords at time that are similar in context.
Based on our previous example, I’ll probably use this keyword grouping: triathlon shorts, tri shorts, triathlon short, shorts for triathlon. Next I might want to look at keywords around specific brands, variations (e.g. “tri” versus “triathlon”), and gender.
SEO for ecommerce requires thorough organization and planning. Organizing your keyword research in related groupings helps organize your thoughts. A segmented approach is optimal to generate cohesive strategies for SEO.