Mobile Search Queries Start to Surpass Desktop: Here's What You Can Do About It

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May 8, 2015 // 6:00 AM
Mobile Sea ch Q e ie Sta t
to S pa De ktop: e e'
What Yo Can Do Abo t t
Written by Lindsay Kolowich | @lkolo25
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MARKETING / 4 days ago
Mobile Search Queries Start to
Surpass Desktop: Here's What
You Can Do About It
MARKETING / 2 hrs ago
A Visual History of Google
Algorithm Updates
[Infographic]
It's official: In certain parts of the world, there are now more Google search
queries on smartphones than on desktop computers and tablets.
This week, Google's Jerry Dischler wrote in a post on the official AdWords
blog that "more Google searches take place on mobile devices than on
computers in 10 countries, including the U.S. and Japan." Google declined
to name the other eight countries. We also know that their definition of
"mobile devices" doesn't include tablets -- instead, Google groups tablets
with desktops. It's also worth noting that mobile queries include mobile
browser-based searches in addition to those coming from Google's mobile
search apps.
How recently did this change take place? Google didn't say --
although we've been expecting this for a while now. In March 2014, Matt

Cutts said he "wouldn't be surprised" if mobile search exceeded desktop
queries within the year.
This major turning point comes just weeks after Google's major algorithm
update, which expanded Google's use of mobile-friendliness as a ranking
signal. The update rewards mobile-friendly websites and penalizes those
that aren't fully optimized for mobile in mobile search results.
Now that mobile search queries have surpassed desktop queries, the
business implication of the mobile algorithm update has become that much
clearer: If you're still thinking of mobile as a secondary priority, your
business' online presence will start to suffer. As Dischler says, "The
future of mobile is now."
To marketers like us, these changes may seem scary. But Dischler reminds
us that they present a "tremendous opportunity" to reach our audience
through all the new touchpoints of a consumer's path to purchase. It's our job
to make sure our mobile search strategies are reaching people in these
different search contexts.
Have some ground to make up? We're here to help. Below are the main
things you need to think about when optimizing your website for mobile
visitors.
HubSpot Customers: If your website, landing pages, and blog are on

the Content Optimization System (COS), then your site is ready from a
technical point of view. HubSpot's COS uses responsive design to adapt
to any mobile device and fully passes the sniff test on Google's new
algorithm. But we'd still recommend checking out the last two tips belowfor
some extra optimization tips.
4 Things to Think About
When Optimizing Your Website for
Mobile
1) Implementing responsive design.
Google recognizes three different configurations as mobile-friendly:
responsive design, dynamic serving, and a separate mobile website. It's
that first one, though -- responsive design -- that Google recommends as the
#1 design pattern. Here are some of the benfits of responsive design:
A Single URL. Responsive design lets you serve the same content
to users from a single URL regardless of device. This means Google
only has to crawl one version of your website, making it easier for
them to find and rank your content. You'll also avoid giving users
the disruptive experience of accidentally clicking on the mobile link

(possibly shared through social or email) while on a desktop
computer.
Less maintenance and overhead. Instead of maintaining two
websites, you can keep one set of resources.
Reduces load time. Load time matters, especially on
mobile. Because responsive design uses a single URL for all your
pages on any device, you do not have to implement a redirect for any
page elements or create a mobile-specific view, which helps
speed up the experience for the visitor. (Click here to learn more
from Google about speed and load times.)
Plus, if you're using responsive design, you can ignore the next tip --
it's taken care of when your site is already responsive.
2) If you aren't using responsive design,
setting a mobile viewport.
Have you ever visited a website on your mobile phone where the content
loads wider than the screen, requiring you to scroll back and forth and zoom
in and in to read text? It doesn't make for a very good user experience.
That's exactly how you tell whether the mobile viewport is set on a website.
Check your company's website on your smartphone. If you find
yourself needing to double-tap or pinch-to-zoom in order to see and interact

with the content, then your mobile viewport is not set. Setting a mobile
viewport allows the page to reflect content to match different screen
sizes. Learn more about configuring viewports here.
Image Credit: Google Developers
3) Making sure you don't block the crawling

of any page assets, especially if you have a
separate mobile site.
In order to get found in search, it's super important that Google's spiders can
crawl your JavaScript, CSS, and image files. Make sure you're not
accidentally blocking any page assets (CSS, JavaScript, and images) for
using robots.txt or any other methods -- otherwise Google's algorithms won't
be able to index your content.
To test how Google "sees" your content, enter your site's URL into Google's
"Fetch as Google" tool. It'll tell you whether you having any indexing issues
on your site. If you use separate URLs for your mobile and desktop pages,
don't forget to test both of those URLs. (Keep in mind, though, that
Google's new mobile algorithm recognizes the benefits of using a single
URL for indexing and sharing content across devices.)
4) Making your text, images, and overall
design work for mobile.
As the number of people searching the web on mobile increases, so will the
number of people browsing your website on mobile. If the design of your
website doesn't work well on a smartphone or tablet, they might give up and
leave your page.

Here are a few tips to ensure your designs are legible and easy to interact
with on mobile devices, tablets, and desktop:
Enlarge your fonts.
Small fonts mean some of your website visitors will have to pinch-to-zoom to
read and interact with the content on your site. (Chances are, a lot of them
won't bother, and they'll leave your page.) Larger fonts allow visitors for a
much better experience, no matter which device they're using. Here are the
font sizes we recommend:
Headlines: 22 px minimum
Body copy: 14 px minimum
(Note: iOS automatically resizes fonts under 13 px, making them larger on
your behalf.)
Make calls-to-action touch-friendly.
In my experience, there's nothing more frustrating than having to zoom in and
fiddle around to click a call-to-action (CTA) on my smartphone. This includes
buttons on your homepage, CTAs on blog posts, social sharing icons, and
so on.
If you're using a button, make it a minimum size of 44 px by 44 px so it's big
enough for people to press with their finger. We also recommend putting

CTAs front-and-center so they're easy to see and reach. Finally, consider
spacing around your CTA when you design your web pages so that people
can easily touch it without accidentally clicking on something they didn't
mean to.
Use high-quality images that have a compressed file size.
Large file sizes take far longer to load on mobile than desktop because of
the phone's technical parts and internet connection. To optimize images,
marketers should use high-quality photos that have a compressed file
size. Try to keep images under 1 MB when possible, and if they are larger,
try to resize the image so the file size can be as small as possible.
How do you reduce the file size of your images? HubSpot customers don't
need to worry about it -- images uploaded to HubSpot's software are
automatically compressed. Otherwise, tools like TinyPNG will help you
reduce file size.
Depending on your connection (3G, LTE, Wifi), websites can load at much
different speeds -- and this can affect a users experience. It can really pay
off to couple small image file size with other speed enhancements like CDN,
minimizing the amount of video on mobile-specific pages, and so on.
Use alt text on images.

Like on tablets and desktops, there are mobile apps out there that block
images by default. Google and other search engines also sometimes have
trouble "seeing" images. Help your website visitors have a better
experience on your website by using alt text (short for "alternative
text"), which often renders in place of images when those images are turned
off -- it gives those readers with blocked images some context.
Alt text is just a text field describing an image in a way people
and computers can read. For example, for an image of HubSpot's
Facebook Page, you might choose the alt text hubspot facebook page.
To add alt text to an image, all you have to do is add an attribute to the
image tag, usually by clicking into your CMS' image editor. (HubSpot
customers: To add alt text, click "Edit image..." and enter your description
into the "Alt Text (description)" field.)
Make videos mobile-friendly.
There are license-constrained media out there like Flash that aren't
supported on mobile devices. If you've ever been unable to watch a video or
piece of content that isn't playable on your smartphone, you already know
how frustrating and poor of an experience it can be.
To give a good experience to mobile users, use HTML5 for all of your
videos and animations instead of media players like Flash. You might also

Topics: SEO, Mobile Marketing, Design
consider including a summary of the video, notes, or even a whole transcript
-- it doesn't hurt for SEO, either.
Balance text and imagery.
Keep your mobile visitors top-of-mind when designing the overall look of
your website by using a proper balance of live text and imagery. Like with
the CTAs, consider the spacing around your text boxes and images to make
sure your webpage is legible and easy to interact with, regardless of which
device your visitors are using to access your page.
Want to learn more about optimizing your website for mobile? Read this
blog post.

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COMMENTS
A Visual History of Google Algorithm
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In the early days, Google's search engine wasn't nearly as powerful or
accurate as it is today. I'm talking back in the late 90s and early 00s, when
search engines were little more than keyword-matching and link-counting
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Step 2: Get as many gosh-darn inbound links as you possibly could.
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14 Helpful Tips for Getting the Most Out of a
Conference
Written by Leslie Ye
So you’re going to a conference.
What’s in store for you? You’ll attend dozens of sessions led by
professionals in your industry, meet a ton of new people, and take home lots
›

of great swag.
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Which Social Networks Should You Focus
On? Here Are 6 Ways to Find Out
Written by Olivia Kirwan
It’s very easy for social media marketers to get caught up in the latest "in"
thing. Snapchat! Meerkat! Periscope! As each new social network pops up,
many people feel the pressure to be on every single one.
However, social media is only an effective inbound marketing tactic if you're
doing the right things in the right places.
Read More
When Is the Best Time to Be Creative?
›
›

[Infographic]
Written by Ginny Soskey
When do you do your best work?
For me, it's realllllly early in the morning. I used to get up at 4 a.m., grab a
steaming cup of coffee, and just start writing. At that time of day, words
flowed so easily that I could finish a 1,500-word post in an hour. Later in the
day, that same post would've taken me twice as long.
But that's not the case for everyone.
Read More
9 Highly Reputable Resources for
Compelling Marketing Stats
Written by Bill Faeth
If you’re in the business of content marketing, there is a 100% chance you
need marketing statistics.
›

Statistics lend authority and weight to your blogs, ebooks, and social media
posts. Using accurate data in your original content is powerful way to
communicate that you’ve done your research. However, not all statistics are
worth citing. Your research could have a negative effect on your online
reputation if you fail to verify the source, accuracy, or recency of the statistic.
Read More
Not Getting What You Want From Blogging?
Ask These 11 Questions
You did it. You started blogging for your business.
[Insert victorious music here.]
Trouble is, things aren't panning out exactly how you expected. You’re
generating a handful of views but people aren’t flocking to your posts … and
they’re not converting either.
Read More
›
›

8 Myths People Believe About Analytics (But
Shouldn't)
Written by Rachel Sprung
When many people start diving into their marketing analytics, they're
nervous. Maybe they're new to the technology, so they're worried about it
being too complex and confusing to use. Maybe they haven't analyzed their
marketing before. Maybe math was never their strong suit. Or maybe they're
just worried about messing something up.
It doesn't have to be this way.
Read More
700,000 Active Users in 7 Weeks: The Story
Behind Meerkat's Explosive Growth
›

Two months ago, Meerkat didn’t even exist. Today, the live-streaming app
has over 700,000 active users, including people like Jimmy Fallon and
Madonna.
It all started as a side project. Founder Ben Rubin had been working on live-
streaming products as part of his job at Life On Air, and he thought it'd be
fun to work on Meerkat in his spare time.
But then Meerkat took off.
Read More ›

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