Episode 16: Google’s Mobile First Decision and You
Description: Is Google getting ready to kick your website and it’s web pages to the bottom of their search index? If your marketing department and website is not thinking mobile-first then this absolutely might be your fate, very soon.
Welcome/Intro (1 min) – Bill
This week Nik Myles, our head PPC guru, started banging on myself and DQ our operations guy–we have to start lighting a fire under our clients about this mobile-first indexing thing. As I read his report, I tended to agree this is going to really hurt or help our client depending on how well we explain the reality. So, that’s the topic of this week’s show.
The ironic thing about the agency environment is that we can get so deep in executing for clients that we miss the trends that are literally changing what works and what doesn’t in the digital marketing space.
Google’s announcement to officially roll out mobile-first-indexing in its search engine is one of those examples. This is an announcement made in March of this year, but barely blipped our radar.
Segment 1: Small Talk (2 min) – Bill
Where is Mike Carroll, don’t worry. He’s still here. My vacation, his busy initiatives.
But, late last we had an awesome conversation about collaboration between marketing and sales – critical, but rarely effective.
Based on that discussion we have some really cool topics in the idea bucket that are really going to up your marketing and sales performance.
However, this week we’re going to dig deeper into this mobile-first indexing thing.
Segment 2: (10 min)
Let’s look at the problem that started Google on this path
Never forget: Google looks at your Customers as their customers
Urgent warning and a huge opportunity
Time for a bold move. A Zuckerberg move.
What’s your next steps…
- Document the current user experience. Test your home page and other key landing pages on your mobile phone. Use Google’s mobile-friendly testing tool or Browserstack to see where you stand.
- Determine the current impact on your website visitors. Using Google Analytics assess how your current mobile visitors are responding to your website. Focus on bounce, time-on-site, page view, and conversion rates as compared to your desktop visitors.
- Audit and document the risk. Using Google Analytics, AdWords, and an SEO tool, like SEMrush or Ahrefs to determine how much ‘paid’ and ‘organic’ or Google search traffic and conversions are potentially at risk.
- Determine the opportunity. Use Google Analytics to project the impact of a shift in your ratio of desktop to mobile visitors from what it is today to 50/50, 40/60 or 30/70. Ratios that are very typical of mobile-first websites. How much additional conversions and revenue would you add if you grew your mobile traffic to create these kinds of mobile-first ratios.
- Make the bold move. Have the “billion-dollar conversation” and make mobile-first a part of your marketing culture. Then, get a team that will redesign your website with a true mobile-first user experience and Facebook-like absolute attitude.
Segment 3: Biggest challenge or rabbit hole of the week? (5 min)
Coming home from vacation. Summer lull of client and our company vacations
Segment 4: Hottest trending marketing topic of the week? (5 min)
Segment 5: Week’s Top Recommendation (2 min):
Tons of recommendations
Fanatical Prospecting by Jeb Blount
The Greatest Trade Ever by Gregory Zuckerman
Renewed love affair with my Kindle
Outtro: Play out