Digital Marketing

Google On The Works To Make Mobile Page Loading Speed A Ranking Factor

Google likes websites that load faster. Now it has a new liking. Mobile websites that load faster.

The latest news from the SEO world hint that Google will soon be ranking faster mobile websites higher than their slower counterparts. The ranking signal is expected to come into play from July 2018. So if you are banking on SEO for your marketing activities there is some time to improve your mobile website performance.

Mobile website performance has remained a critical search engine ranking for the past 8 years. But, it is only now that mobile speed is coming to the center stage as a ranking signal.

The official Google blog confirms  “the Speed Update will only affect pages that deliver the slowest experience to users and will only affect a small percentage of queries.”

Should you be worried?

Well, you can check how well your mobile website speed fares using Google’s PageSpeed Insights and also refer to the Lighthouse tool and the Chrome User Experience Report to make improvements, if needed.

Why Mobile Speed Matters?

The Google/SOASTA Research, 2017 has found that as the page loading time increased from 1 second to 10 seconds, the probability of bounce rate increases as high as 123%.

Here is how the page loading speed contributes to bounce rate:

Mobile Page Speed

The average page loading speed of a U.S retail website in 2016 was 6.9 seconds. But, the above chart from Google’s Research confirms that customers would not wait for so long for the page to wait. To make things worse, customers may not return to a slow loading website that they once abandoned.

How to make your mobile website load faster?

The present state of mobile sites is totally different from what they used to be a few years ago. Responsive design has become mandatory to secure a higher SEO ranking. A few months from now, mobile page loading speed would also be essential for a healthy SEO ranking.

Here are some ways how you can make your website load super fast and achieve an SEO advantage.

Cut down on Code Bloating

Crafting an awesome website design might end up with a heavy code. The more code you have on your website slower will be its loading speed. Use a tool like Minify to streamline chunks of code for faster loading.

Have minimal page elements

Too many elements like Javascript, CSS stylesheets, images, videos, forms, etc. can make your mobile look cluttered. And it slows down the page too. Consider having a minimal design with minimal elements and fewer forms/buttons that would load faster on a mobile device.

Use optimized images

HQ images look fantastic on your homepage. But, they are a dampener for your page loading speed. Consider cutting the weight of your images by reducing their file size. There are several free online tools like Compressor.io that compress the file size without killing their quality.

Use essential redirects only

While redirects strengthen your SEO ranking, too many redirects can be taxing on your mobile loading speed. Too many redirects mean your website has to work extra time to fetch and deliver the information that the user is requesting for. Do a complete audit of your redirects of your website to remove unnecessary redirects.

Enable AMP

Accelerated Mobile Pages help load your mobile site instantly. The Accelerated Mobile Page Project is an open-source initiative that aims to simplify the mobile-friendly content creation efforts of publishers. By integrating AMP into a website’s backend it can be made to load instantly on all platforms and mobile devices.

Closing In

Google has been emphasizing on page loading speed for search engine friendliness since 2014. With time the mobile responsive design was also looped in as a ranking signal. Now, the next upgrade comes in the form of mobile page loading speed.

Considering the fact more than 80% of searches originate from a mobile device, this is one update that was much needed from Google. Website owners, especially retailers cannot afford to ignore it any longer.

Is your mobile optimized for a less-than-3-second page loading speed?

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How content marketing can help your ecommerce business?

For starters, content marketing is the process of promoting a brand by creating and distributing content related to the product or service. For any brand to be successful, it needs to achieve the trust of its consumers. And content marketing is one of the key ways to do it. This can be understood from the fact that more and more companies are making content marketing as a significant part of their marketing strategy. If you want to understand how to make use of content marketing for your ecommerce site and make it successful, read on.

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Marketing automation and Digital Marketing

It is true that Digital Marketing is driven so much by technology. Marketing automation tools like Marketo, Hubspot, Adobe Marketing Suite, Oracle Eloqua help you run campaigns much more efficiently than you can do it manually. But does having a Marketing automation tool guarantee you success? Does knowing these automation tools make you a good marketer? Is it right to say that conventional marketing knowledge is fading or less relevant?

A marketing automation tool gives you the power to implement or change any aspects of your marketing campaign in seconds, which otherwise can take days to perform.  It helps you organize all your digital assets, build workflows, schedule campaigns, gets access to marketing analytics in no time, dynamically personalize content, etc. While these marketing automation tools are ideal for your campaign, you need marketers with sound marketing knowledge for a successful campaign.

To start with, getting your 5Ps right (Product, Price, Place, Promotion and Positioning), whether it is conventional marketing or digital, is a good foundation for your campaign. For example, there is no point advertising a product online if your price is not competitive or when you don’t have enough differentiator to position yourself uniquely.

Once you are done with the 5Ps, work on the well-known 4 marketing principles – Attract, Engage, Convert and Sustain. Is your content different and attractive enough to urge the user to click on your Ad? Is your story engaging enough to make the user go for the conversion (call-to-action)? Once the user has bought into you, is your product or service good enough to sustain their interest?

If you can get the basics of marketing right and top it up with a suitable marketing automation tool, you are certainly in for a home run.

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It failed again – my Digital Marketing Campaign

To make a Digital Marketing Campaign successful, you need 5 key ingredients and 4 key principles. Let’s understand what they are. The 5 ingredients include Content, Channel (search marketing, social marketing etc), UX (user experience), Analytics (for tracking) and Marketing sense. The 4 key principles include ability of your campaign to Attract your audience, Engage them, Convert them to buyers and finally Sustain them for a long time.

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Why is Digital Marketing Strategy an Enigma?

Why do organizations invest time and money on a sound Digital marketing strategy? The reason is that there is no ‘one size fits all’ in Digital Marketing. Most organizations are uncertain where to start.  Should you focus on Brand awareness? Should you focus on Demand generation? Should we first talk to the Consumers about their Journey? Should you focus on market share? Should you focus on creating some thought provoking content? Should you ideate on changing the brand image? Should you add more marketing Channels?

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