According toto eMarketer’s latest estimates of digital and travel research and booking, 51.8 per cent of travellers who book trips via digital means will do so using a mobile device in 2016.
When it comes to travel or otherwise, consumers are loyal to convenience and simplicity, and can now get anything they want with the tap of a button. According to Google, upwards of 60 per cent of all searches start on a mobile device — even if a laptop/desktop is available for use at the same time.
Recognizing the trend to an increase in mobile device usage for search and a need for businesses to adapt, Scott Wilson, founder, and CEO of RankHigher.ca, a Burlington, Ont.-based digital marketing and SEO firm, has recommended three tactics for businesses to embrace this cross-screen world:
Ensure your website is mobile-friendly:
Having a mobile-friendly website is quintessential to search engine success. Google rewards websites that deliver helpful, relevant and effortless information to all users, so if your website is not mobile friendly, you will not be able to rank near the top of a Google search for any competitive keywords.
Most web developers build a website on desktop computers with large screens, then design a smaller version to be used on laptops, and finally format a mobile-friendly version for mobile and tablet devices.
Since traffic now comes mainly from these mobile or tablet devices, proactive firms are building websites from the mobile device up. Although it is opposite of existing trends, it makes perfect sense based on the consumer behaviour data to what the rest of the world is doing. It is easier to build a great mobile site and then expand it to look good on tablets, laptops, and desktops than the other way around.
Get your SEO right:
Earning top rankings in organic Google search is still one of the best ways to grow a business in most countries around the world. Search Engine Optimization (SEO) puts your website in the path of prospects at a time when they are preparing to make a purchasing decision, and if done right, can be your greatest profit generator.
Although being mobile-friendly is important to any business, there are several industries that rely on it more heavily than others. For example, the restaurant industry depends on mobile-friendly websites and studies have shown that 95 per cent of people who have conducted a mobile search for a restaurant ended up visiting one that appeared in the search list that same day.
“Embracing the mobile world can be overwhelming for many businesses, especially start-ups or small-medium companies,” Scott said. “But it is vital for corporations to direct their attention towards internet marketing and use an integrated approach as it has proven to be the most effective way to reach potential customers.”
To test your website for mobile-friendliness, you can visit http://design.google.com/resizer/ & https://testmysite.thinkwithgoogle.com for Google, or https://www.bing.com/webmaster/tools/mobile-friendliness for Bing.
This article was provided by RankHigher. For more information on RankHigher, its services and experts, visit www.rankhigher.ca. ‘Like’ them on Facebook or follow @RankHigherCa.