Your website represents your online real estate, where all the traffic and attention from your digital marketing initiatives are directed to. It’s a digital embodiment of your brand. This is where people find you, your brand, your products, and services. Its a natural extension of your brand online.
Your mobile website must be responsive. Its must render and display properly in different orientations, and across different hand-held devices and browsers by adapting to screen size.
Since most of this traffic comes from mobile, you must prepare it so it offers consistent and friendly user experience across hand-held devices and mobile browsers. In order to have a highly effective mobile website or blog, the key factors you should address for are:
- Site and landing pages – The overall experience on your website and all its strategic landing pages.
- Search Engine Optimization (SEO) – Your mobile website should rank higher on SERPs.
- Social media pages – Your website should easily integrate with social media websites like Facebook, LinkedIn, and Twitter.
- Content marketing – All your content marketing efforts and initiatives should be performed keeping the mobile audience in mind.
- Email marketing – Promoting your brand, products, and services through emails.
There are two types of website pages you want to consider when building your mobile presence. These are:
- Standard Pages – It comprises of all your standard company pages that rarely change or update.
- Landing Pages – It comprises of pages related to strategic marketing initiatives, where all the traffic and attention arrives or land on after click on your organic or paid campaign.
Steps to create a mobile-friendly website are:-
- Device attributes – Devices and medium your website would be viewed through.
- Design of your website – Would your website render properly and offer consistent user experience across devices and browsers.
- Content – Check content or copy of your website. It should not be too text heavy, contain natural keywords.
- Development – The website must be responsive and bug free.
- Dynamic Content Detection – Serve dynamic content to users basis the user agent sent through the browser.
- Separate website – Create a separate website with different URL for mobile users. Focus on engaging content and good page speed.
- Switchboard Tags – Embed switchboard tags on desktop and mobile websites. They work like Canonical URLs.
Search engines have to, out of over trillion indexed pages, present the most suitable and relevant pages to the searcher. This they do by looking at the content on your website, and by links pointing at your website. The goal of the search engines is to display website that are:
1. Index – All the pages of the website should be indexed by search engines.
2.Relevance – The content on the landing pages must be relevant.
3. Authority – The links that point or direct to a landing page must come from a relevant and credible website.
In order to show your website on SERPs, search engines first need to index them. This they do by sending a bot to your website. The bot saves all the relevant information related with content and structure of your website in the index file.
If the bot is able to reach and crawl all the pages of your website, it will save all the information related with the content and structure of your website in the index file, and rank it higher on SERP. Your website’s SERP ranking depends on the number of pages indexed by search engines like Google and Bing. The first thing you need to find out is if your website has been indexed by Google or not. This can be done by using the following Google and Bing search string:
site: domain name
Example – site:irinedigitalfactory.com
Note: Make sure there are no spaces in between.
Search engines index the content on your website, and if the content and the keywords used on your website match the search query or topic, your website is considered as relevant by search engines and ranked higher in the search results. On the basis of your web site’s popularity on other relevant websites and blogs, and other earned media, search engines can determine the authority of your website, and rank your website accordingly.
Since the search technology is constantly evolving, SEO has to keep pace with new advancements. Developers at Google and Microsoft keep on innovating ways people can find what they are looking for on their search engines. Search engines run algorithms that contain multiple criteria to rank your website or blog higher on SERP.T hey analyze if the keywords being searched for by searchers are part of your website’s copy or content. Though the technology is constantly evolving, these principles form the foundation of the SEO and have remained constant over time.
You can expect people to come to you all the time. Sometimes, you have to reach out and go to them. Identify the popular social media websites your prospects like to visit. Reach out to them where they are most likely to engage with you. Try to find out what conversations they are having around your brand, products, services or industry at large, and see how you can join the dialogues, and if need be, help them with your domain expertise.
Content is the king on the internet. Content marketing helps you stand out and be identified by prospects in all the competitive digital noise. There are five basic forms of content, on the basis of which, you can drive your content marketing initiatives. These are:
Share content that is highly engaging, intuitive and relevant for the audience. The content you publish on your website should always make some sense and add value.
Sixty-eight percent of marketers view responsive design as absolutely critical/very important to building email marketing campaigns — a sign that marketers are listening to the analytics and understanding that the mobile inbox is mission-critical. Yet 17% relate that they’re still struggling to effectively design responsive emails. If you’re among that 17%, make it a priority in 2015 to not only appreciate the importance of responsive design but also become highly effective at implementing it.
You can get the ball rolling by providing your designers with educational resources to help them learn. You may also consider hiring a temporary designer who’s skilled in this area to show your team the ropes.
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