It’s been almost a month since ‘Mobilegeddon’ was released upon us and the media frenzy has certainly died down, but for the digital marketer, now is the time to act. In case you missed it, on April 21st, Google released an update to their search algorithm which now ranks mobile friendly sites higher in searches performed on mobile devices. With roughly 50% of Google searches conducted using a mobile device, this change could have huge implications for websites not mobile optimized.
Nothing frustrates a user more than needing to pinch, zoom and slide around their phone trying to get the information they need from a non-mobile friendly site. According to the Wall Street Journal, 46% of Fortune 500 websites are not mobile friendly.
While the obvious first step for any digital marketer is to make sure your site is optimized for mobile viewing, there are other, less obvious, yet critical steps that you should take now that ‘Mobilgeddon’ is here.
- Media tracking naming conventions. Understanding where your traffic is coming from is critical for your digital marketing optimization efforts. Typically these are used by your analytics team and agencies to enable the measurement of paid search and display ad campaigns. Clickthrough URL tracking parameters are necessary for most Web site analytics systems to determine the source of the traffic hitting your website.
Conducting a thorough review or audit of your Clickthrough URL naming conventions across all digital channels will help identify mobile traffic at the appropriate level of granularity needed, e.g. media vendor, ad group, creative treatment, etc…
- Mobile sniffers.In layman’s terms, mobile sniffers are actually a kind of server-side redirect rule that delivers to users the version of the Web site that is most appropriate for their kind of client browser, i.e. desktop, tablet or mobile versions. In some cases these redirects do not include the original tracking codes that enable the site analytics system to properly classify the source of the visit. As suggested above, this is can be a major problem.
- Leverage Google’s mobile-friendly test tool. As part of Google’s algorithm change announcement, they also provided a tool where they will analyze your website to determine if it is mobile friendly. This free service provides a comprehensive review of your site in mere minutes.
- Cross device behavior tracking. With the ubiquitous nature of mobile devices, it’s important to understand when the same user interacts with your Web site using different devices. Establishing a unified identity management process through advanced tag management and data platforms could go a long way towards truly understanding who is interacting with your digital assets and through which platforms.
Digital marketing can be a confusing, complex arena that’s constantly evolving. Digital marketers need to be extremely agile in adjusting to a changing landscape. But with the right tools and processes, marketers can overcome these challenges and deliver real value to their business and brands from their digital assets.