For a long time we have known that a gradual move has been taking place towards more browsing and searching being done on smart phones and mobile devices and less on PCs.
We knew it would change the dynamics of advertising – something Google itself has been talking about and trying to address. We have seen the cost per click changing over time too and it will now change radically under Google’s new “enhanced campaign” approaches, which don’t provide as much choice about which devices you can target.
It is also likely that click prices may have to rise, as a result, although they have now been falling for the last seven quarters, apparently.
Google also intends to start penalising websites that don’t have optimised mobile versions of their sites in terms of where they appear in the search engine rankings.
So what does all this mean for website owners and online marketers?
Well, the only certain answer is that we’ll have to wait and see, but there are a number of things you can do about it right now that will get definite results: –
- You can ensure your website content is properly optimised, so you appear higher in the natural search results and have to rely less on Pay Per Click.
- Ensure you’ve got a great listing on Google Pages and that you have filled in as much detail as possible, this helps you appear in the Google Maps listing.
- Make sure your website images are properly tagged, so these appear in the listings too.
- Create some YouTube videos, so these also appear in the listings.
Let’s face it, when you do a Google search on a mobile device, you are less likely to focus on the adverts anyway – if you can even see adverts displayed and, more importantly, the more times you appear on the front page of the results, the better.
Investing in proper Search Engine Optimisation also pays dividends in another key way – if you rely heavily on Pay Per Click “PPC”, you have to keep forking out wads of cash to keep being found. Whereas, if you invest in natural language search and good SEO, it will climb the rankings over time, without the need to keep paying out, so SEO is a far better, longer-lasting investment than PPC!
There are some really cool tools out there to help you, as well – www.SEOQuake.com is my personal favourite, as it shows you how you’re doing, but also who your competitors are and what the keywords are that you’ve been found for. But that’s not all, it tells you all about your competitors too – how much they’re spending, where they’re beating you, etc. Best of all, it’s FREE!