Mobile-optimization will become more important.
Optimizing for mobile has been a significant priority for businesses in 2014, and 2015 will be the year that mobile strategies move beyond simply having a responsive site or mobile app, and focus on mobile-optimized content and social media marketing.
Google has been placing additional emphasis on how mobile-friendly sites are: mobile usability is now “relevant for optimal search results.” This emphasis is apparent in the recent launch of a new feature in Google Webmaster Tools called Mobile Usability, so, Mobile Usability Now a Search Ranking Factor?
In latter half of 2015 we will see many businesses finally incorporating mobile into all areas of their digital marketing: a fully responsive website, mobile ads, and separate content specifically for mobile website users. Businesses will also begin to realize the necessity of having a mobile social media strategy that considers how mobile users consume and interact with social media posts.
Mobile-first approachMobile is going to be more and more important as the time we spend on our mobile devices increases. Already now, you should have a responsive website in place, especially since Google has announced that it will prefer mobile-friendly websites in the SERPs. Mobile will be part of a more integrated approach, especially when it comes to marketing activities.
Many marketing leaders are advocating a mobile-first approach when creating content. Is not enough to just create an infographic and publish it. You have to take into consideration how this graphic will be displayed on smaller screens, or people will lose interest quickly if they have to keep zooming in and out.
Having content that is mobile friendly or creating a holistic mobile experience through an app are just a few options available for brands to engage their consumers on mobile.
The mobile experience
Mobile technology is finding its way into pockets everywhere, and people are becoming more comfortable with it as a means of searching.Forty six percent of searchers now use mobile exclusively to do product research, and the majority of mobile searches are local specific. Since users can search on the fly, they’re far more likely to make local searches.
Google and other search engines are doing more to respond to this trend. They’re collecting more information about their users’ locations and search histories, and doing everything they can to give them local-specific results. That means, even if you have a huge national authority, you could easily get outranked by a similar company simply because of their proximity to the searcher.