That mobile as a digital content medium is seeing considerable growth is no secret to most, but it means that businesses need to take steps to make the most of the mobile opportunity. For context, in 2012, 32% of adults in the UK accessed the internet via smartphones every day¹, so there’s clearly a need for brands’ digital content to be fully optimised for mobile.
So here are a number of areas that should be considered when optimising mobile content:
Website – It’s important that visitors to brands’ websites are shown content at an appropriate size and scale. This is achieved by using either a mobile website or a responsive website that adjusts content according to the device requesting it. This will ensure that users aren’t turned off by a website that looks too small to read on their device, and it could improve website engagement and conversions.
Apps – mobile applications are great for marketing directly to mobile users and maintaining a brand presence in their pockets. App notifications also mean that users can be prompted to revisit an app after a period of inactivity and – whilst it’s important to take care that this doesn’t become an annoyance – it’s a useful tool for maintaining app engagement. In addition, in-device apps tend to be easier to navigate than mobile websites and have greater flexibility with the content that is served to the user. Monetisation is a possibility too, should an app’s proposition be strong enough to warrant a small fee.
Geography – brands can also consider using the GPS functionality of mobile devices to their benefit, for example using social media check-ins for rewards in real life stores. This kind of incentive can improve brand visibility in social media whilst also indicating brand advocacy and loyalty.
SEO – brands should optimise mobile domains/web pages for keywords likely to be used by mobile device users, bearing in mind that mobile users will often search in a different way to desktop users. Many of these keywords could be locally appropriate, for example looking for local services whilst the user is on the move. This emphasises a further need for brand websites to have a local aspect to them, which will in turn improve visibility for region-specific searches.
With the market penetration of mobile devices increasing, accessing online content from smartphones is also set to increase and brand interaction and ecommerce are arguably two of the biggest areas for brands to focus on. The above tactics can go a long way towards maximising those opportunities, whether executed by an in-house marketing team or with the assistance of a search or social media agency.
Tyler Sox is an account manager at UK based PR, SEO and social media agency Punch Communications, who specialise in joint up thinking across online PR, social and search. He has been working in the SEO industry for just under five years, working alongside a wide range of businesses from start-ups to established enterprises.