We’re already into the third month of the year and winter is almost over! Here we look back at the month of February and summarise what’s new in the world of digital marketing.
More emphasis on mobile
It may not come as a huge surprise that smartphones are being used more and more for browsing, shopping and email. For many years now Google has been focused on getting marketers and website managers to improve mobile site experience. This month Google announced the launch of a new mobile scorecard and a conversion impact calculator.
The new impact calculator is designed to show just how much conversion revenue a site is missing out on because of its slow loading speed. Google states the mobile scorecard can report on thousands of sites from 12 countries.
What does this mean?
The new Google initiatives mean that it will be easier to identify poor mobile performance and make improvements to be more user friendly. The State of Online Retail Performance report from April 2017 showed each second of delay in page load on a retail site can hurt conversions by up to 20%. So site functionality is key to keeping customers on the site and able to purchase from it.
Search outpaced social for referral traffic
For the first time since 2014, Shareaholic reports that search outpaced social in the percentage of overall traffic it delivered in 2017. After a year fraught with terms like “fake news” and headlines focusing on brand safety issues and extreme content, it appears the actions taken by social sites to curb the influx of malicious content is turning out to be a benefit for search referral traffic.
What does this mean?
This change emphasises the importance of Search Engine Optimisation (SEO). Being found on Google already drives relevant traffic to websites and the increased usage of search engines by consumers makes this even more important. Businesses must make the most of this change and ensure their websites are fully optimised and visible to search engines.
Google’s Featured Snippets
What are Google’s featured snippets? We asked Google for the answer!
These featured snippets are the result of a Google update to make the search engine more user-oriented. Users now get the most relevant answer to their question shown as a snippet on the first search result page itself. Snippets are performing very well, receiving more traffic than any other link on the results page.
How to get your website featured as a snippet.
The great thing about Google snippets is that they do not always feature the number 1 search result. The reason they are not solely taken from the highest ranking website is that Google looks for readability while selecting content for snippets. If the content you have written is the most relevant and easy to understand than any other website on the list, then Google selects yours above the rest. Make sure your answer is written in short sentences and optimise content for SEO to ensure Google can understand what your site is all about.
Thanks for reading our February roundup. If you have any questions about the topics we have covered, please contact the Effective Internet team, we’re happy to help.