1. Why Every Business Wants Mobile Optimized Websites?
The good news: If you have a website, then you have a site that can be accessed by any
mobile device with any browser. Now, the bad: Chances are, that site looks pretty crappy
on said mobile device.
If you're concerned
about this, you're not
one. Just as companies
realized, circa 1996,
that they needed to
create a website to
remain relevant to
consumers, history is
repeating itself in
mobile. By 2013, more
people will use mobile
phones than PCs to
get online, according
to
Gartner.
In
mid-2011, we also reached the point at which consumers were spending more time on
their mobile devices than on their PCs.
In such an environment, a site designed to be viewed on a desktop PC comes across as
woefully lacking. Say you're accessing such a site from the Safari browser on your iPhone.
The first thing you're likely to notice is that it takes a relatively long time to load. The
second thing is that the type on the page is pretty small. It might take a lot of zooming
and pinching to navigate the site as well. If you have Flash on your site, it's not going to
come across at all on an iPhone.
At that point, your potential customer may start looking around. According to a recent
survey from Compuware, 40% of users have turned to a competitor's site after a bad
mobile experience.
Yet currently, most businesses haven't optimized their sites for mobile. Jesse Haines,
group marketing manager for Google Mobile Ads, says the company canvassed its large
advertisers early in 2011 and found only 21% have launched a mobile site.
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2. Why and What’s behind on that?
Forecasting SEO trends for local is quite difficult – primarily because I know in my heart of hearts
that local SEO isn't a trend,
phenomenon or fad. Local – along
with personalized search – is a
necessary evolution to truly
optimize the search experience for
users across the globe. It is a
mindset that SEO professionals
can't "arrive to" late.
Early adoption of best practices,
voraciously reading case studies
and experimenting on your own is
mission critical to surviving this
new era of marketing. Join me on a
palatable overview on what's
happened already, and what's
coming up next.
When the Hummingbird algorithm dropped, the majority of SEO professionals hardly noticed a
difference. While Google itself said that the algorithm affected upwards of 90 percent of the
queries, many rankings across keywords stayed the same.
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3. Due to the interaction between Hummingbird and the Venice update – a tweak that lead to more
localized organic results for unbranded, non-geo-modified keywords keywords – local SEO pros
should celebrate this new algorithm. What this means is that there are even more opportunities to
capture local traffic, for both queries such as [seo agency London] and [seo agency], as more
keywords now trigger local results.
Meet the Parents: Mobility and Locality
One of my favorite "year in review" posts for digital marketing came from Karen McGrane, a
brilliant content strategist. She compiled a list of mobile web statistics (sources found within) that
are sure to knock the socks off of digital marketing managers across the globe. A sample:





91 percent of American adults own a mobile phone.
56 percent of American adults own a smartphone.
63 percent of mobile phone owners use their phones to access the Internet.
Amazon, Wikipedia, and Facebook all see about 20 percent mobile traffic.
77 percent of mobile searches take place at home or at work.
Mobile Trends and Stories of 2013
In August 2012, Google
published
its
famous
Multiscreen Study, which stated
that for the average user, cycling
between smartphone, tablet, and
desktop throughout the day is
the norm. In hindsight this
seems obvious, but at the end of
2012 it was a revelation; this
landmark publication made us
realize it's really about multiple
screens, lots of them, and often
several at once.
A little over a year later, we've
accepted that we live in a
multi-screen world and that
mobile means more than
smartphones. Marketers are actually planning their strategies for smart watches, social machines,
and Google Glass, and thinking a lot more about content in context across multiple interfaces.
Copyright © 2013 Team Mango Media Private Limited. All rights reserved.

4. 2012 wasn't a bad year for mobile itself – data traffic from smartphones and tablets grew 69
percent over the previous year, and mobile data hit 13 percent of all global Internet traffic,
according to Stat Counter. Without question, 2013 will prove to be much, much bigger than 2012.
It might take a little more time for us to get the full picture of how this year played out, but we still
have a few data points to work with, such as:

Global smartphone data hit 20 percent of all Internet traffic as of December 2013.
(ComputerWorld)

Tablets are only 5 percent of global traffic but given adoption rates, are likely to
account for a significantly bigger share next year. (StatCounter)

One out of 5 global citizens owns a smartphone and one out of 17 owns a tablet
(Business Insider)

64.7 percent of U.S. wireless subscribers own a smartphone (Nielsen), 35 percent of U.S.
consumers over 16 own a tablet, and 24 percent own an eReader. (Pew)
Mobile devices accounted for 40 percent of all online traffic on Black Friday and
one-third of all online traffic on Cyber Monday. Those numbers are all the more
impressive when you consider that it was 4 percent in 2010, making for an increase of 700
percent in just three years. (IBM Digital Analytics Benchmark).
So mobile accounts for at least 20 percent of our online time (for now). But the really
important point is how fast it all happened; according to NPD tablets are expected to
outsell laptops and desktops in Q4 2013. That's 46 percent year-over-year growth in the
U.S. Tablets aren't expected to outsell laptops and desktops globally until 2015 (IDC). Of
course, smartphones overtook feature phone sales in the US a long time ago (Q1 2013 to
be precise) and with 17 million smartphones and tablets unboxed last Christmas, it's safe
to say we'll be ending this year an even higher note.
AdWords Enhanced Campaigns Forced Us to go All-in on Mobile
In February, Google confirmed a bold move that had been rumored to be coming for some
time – mobile was to become an integral part of all AdWords campaigns.
The announcement wasn't enthusiastically received by everyone – many brands felt that
enhanced campaigns would through their finely tuned strategies off-course. Others that
had shied away from mobile in the past due to poor ROI or lack of mobile readiness
bemoaned being forced into something they weren't prepared for. But like it or not, by
the end of July, all advertisers were opted in for smartphones, desktops, and tablets across
the board.
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5. Statistics on mobile usage and adoption
“Mobile to overtake fixed Internet access by 2014” was the big headline from the widely
shared infographic at the end of this post summarising the bold prediction from 2008 by
Mary Meeker, an analyst at Kleiner Perkins Caufield Byers (see latest KPCB technology
trends).
To help you keep up-to-date with the rise in consumer and company adoption of mobile
and its impact on mobile marketing, Dave Chaffey, Rob Thurner and I will be keeping
this post updated throughout 2013 as the new stats come through to support our New 120
page Expert members Ebook explaining how to create a mobile marketing strategy. We
also have a free summary mobile briefing for Basic members.
June 2013 update: new data on mobile device visit share and conversion rates
This source is useful since it’s a regular survey showing the growth in use of mobile site
visitors. You can see that tablet and smartphone use nearly doubled in the year based on
500 million visits for these retail clients (see link above for methodology). Mobile share is
now around 25% on average.
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6. This data also enables you to drill down to see usage by device type, for example iPad is
still the dominant tablet, but Kindle Fire and Android tablets now account for 10% of
tablets.
If you’re creating a business case for mobile optimised sites as explained in our mobile
marketing strategy guide, this data is also valuable since it shows the variation in
conversion rate by mobile type. In Q1 2013 tablets exceeded traditional desktop devices
for conversion rates for the first time suggesting people are increasingly comfortable with
the experience of buying on tablets.
However, it’s a different story for Smartphones since these convert at one third of the
rate of traditional or tablet devices.
This suggests smartphones are more of browse or research platform rather than a buy
platform since many of the large retailers featured in this survey will have mobile
optimised sites.
Copyright © 2013 Team Mango Media Private Limited. All rights reserved.

7. Time frame between devices
The report also has useful summary of dayparts of different device behaviour, similar to
others published.
Image courtesy of : smartinsights
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8. Retail mobile use
Mobile was again the focus of the section on retail statistics. Audience growth rate is 80%
+ on mobile in these UK sites, but lower on grocer sites for obvious reasons.
Copyright © 2013 Team Mango Media Private Limited. All rights reserved.

9. In 3 years mobile “should” take over desktop internet usage
What do you think? Either way – this info-graphic from Microsoft Tag provides some
serious food for thought and it’s great to see this data together to help with future
marketing planning.
Copyright © 2013 Team Mango Media Private Limited. All rights reserved.