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3 min read
Mobile search traffic finally overtakes desktop
Posted in Marketing on 29th August 2015 2:43 pm
It’s a pretty seismic event, but one you may not have heard about. Google’s confirmed that, for the very first time, mobile search traffic have overtaken desktop searches for the first time. The trend has been seen in 10 countries including the United States. Put simply it means that more people are using Google on smartphones instead of a desktop computer or a tablet.
So, more and more people are getting used to sitting (or walking down the middle of a crowded pavement) and visiting Google on their phones to find what they’re looking for. That’s OK isn’t it; it’s a habit now, surely? It is, but it’s a habit that marketers, online advertisers, agencies, and website owners all have to sit up and take notice of.
Desktop browsing isn’t dying by any stretch of the imagination, but if your website is only optimised for desktop viewing then you could be shooting yourself in the foot. The very nature of smartphone browsing means that people expect their sites to load fast, be easy to browse, and have content that’s simple to digest and share. Not just for your users but for your visibility too as Google has recently implemented a mobile-friendly algorithm, meaning sites optimised for mobile devices get a boost in mobile search rankings.
It can all sound heavy and daunting, but there’s good news if you’re not sure how to capitalise and get yourself seen on mobile. It’s never too late to start or, if you already have a web presence, it can always be changed to account for the rise in mobile searching and browsing. Google actually has a mobile-friendly test tool where, if you enter the URL of your website, it will perform a quick analysis to see whether it’s suitable for smartphones and highlights areas that can be changed.
Here are a few things to consider when looking to become mobile-friendly:
This falls under the web design category. A responsive website will change its appearance on different devices so it can respond visually to a new screen, making it easier for users to browse, read, and navigate. People visiting a website built for desktops on a small mobile screen can get easily frustrated and abandon it for a mobile-friendly competitor.
Content in this context doesn’t just mean blogs. We’re talking about high-resolution pictures of your products, product descriptions, information about your company policies such as delivery times and refunds, and much more. A lot of information needs to be condensed and shrunk onto a tiny screen; unless it’s easy to access then your users and customers can get bored and confused.
The last thing people looking to make a purchase on a smartphone want is fiddly form after fiddly form when they visit the checkout. Mobile checkouts need to be quick, efficient and – most importantly – protective of user information and data. How easy is it for people to buy from your site, and is it easy for them to save their information if they make a purchase for next time? A small tweak to your checkout and the information you request may be all it takes to see your sales skyrocket.
If you enjoyed this blog, read our previous posts – The radical future of contextual marketing and Which of the 2015 top web trends should you follow
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