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<\/a> in convenience and speed.<\/p>\nWhat does this mean for your mobile site and presence? Quite a bit. Whether you\u2018ve issued your own branded app, are using apps like Shopkick to expand your brand presence or are simply using a responsive site as your mobile touchpoint, your SEO, checkout and email experiences must be congruent with consumer preference and leading industry trends. We\u2019ll break down these three key mobile marketing functions with expertise pulled from those working closing with enterprise-level ecommerce platforms all over the world.<\/p>\n
SEO Trends: Mobile-Local Search Provides Improved Consumer Experience<\/strong><\/p>\n When it comes to the biggest SEO trends in 2015, there are only two: mobile SEO and local SEO.<\/p>\n \u201cGoogle is focused on optimizing for mobile search and expects search queries from mobile devices to outpace those coming from desktops in 2015,\u201d says Simon Serrano, SEO Manager at Bigcommerce. \u201cTherefore, every business should make sure they have an amazing mobile version of their site that is fully SEO optimized and provides a great user experience. Sites who continue to use a desktop version of their site for mobile users are going to start seeing their mobile rankings drop.\u201d<\/p>\n With mobile on the rise, local search becomes even more important. Most smartphone users are by EppInk” href=”#7445961″> invested Local SEO allows your mobile consumers to personalize their shopping experience. In today\u2019s shopping world, consumers expect both choice and personalization options.<\/p>\n \u201cAs a CMO, your mobile strategy should include not only the choice of which channels to by EppInk” href=”#52316813″> invest Revenue lift:<\/strong> How much incremental revenue will be lost if we don\u2019t personalize? In fact, in July 2014, Google updated Pigeon with a new algorithm to provide more useful, relevant and accurate local search results more closely tied to traditional web search ranking signals. This means that while location and distance searches on Google are now more accurate, the importance of your SEO increases as well. Shorten both your on-page and meta content to optimize for smaller screen sizes, title tags and descriptions. Failing to create a good experience for mobile shoppers could result in lower conversion and a decrease in Google mobile-local search rankings.<\/p>\n Improve Your Mobile-Local SEO<\/strong><\/p>\n – Claim your Google Business Listing<\/a> in locality recommendations, and have their geolocation data already turned on for improved maps, restaurant listings and more. Ecommerce can benefit from locally focused marketing, especially at the enterprise level where many stores also have brick-and-mortar locations.<\/p>\n<\/a> in (e.g., mobile apps, mobile sites), but also the level of personalization provided by these experiences,\u201d says Ray Pun, Strategic Marketing for Mobile Solutions at Adobe Systems. \u201cEvery experience has implications in terms of opportunity cost, branding and loyalty:<\/p>\n
\nBrand image:<\/strong> Will the customer perceive that my brand lacks innovation and customer focus?
\nCustomer loyalty:<\/strong> Will my customer leave my mobile experience and switch to a competitor\u2019s?
\nMy key message to inspire your team is to \u2018think mobile unique to deliver mobile delight\u2019 for your customers.\u201d<\/p>\n
\n– Upgrade to a mobile-friendly responsive design
\n– Edit copy guidelines to fit mobile search (i.e., the shorter, the better)
\n– Diversify your marketing strategies and focus on quality. Google will reward trusted brands.<\/p>\n