Mobile First World

Mobile First & AdWords~

Baffman Media and the google 2016 preformance summit

Google Performance Summit 2016

Today I had the chance to see the Google Performance Summit live stream event. It was made abundantly clear that “the shift to mobile is no longer a change on the horizon. It’s here, says Google’s senior vice president, ads and commerce, Sridhar Ramaswamy.  The summit was all about mobile use by people throughout their daily moments in life situations. Google called them “I want to know, I want to go, I want to do and I want to buy.” They presented each one of these moments and responded with a well thought out scenario how the new mobile first ad words platform is going to help satisfy their needs.

Below is a list of bullet points that I got from Search Engine Land. They have a great detailed read about the Summit.

  • Google announces significant changes to AdWords bidding and text ads
  • Google AdWords to break up tablet & desktop and enable a mobile base bid
  • Official: Google to roll out Expanded Text Ads for all devices
  • Saying a third of mobile searches are local, Google brings “Promoted Pins” to Maps
  • Google has measured 1 billion+ store visits from AdWords ads globally
  • Google to expand “Store Visits” online-to-offline foot traffic measurement
  • WATCH: Google lets you speak in natural language & get analytics reports
  • Google is completely redesigning AdWords: Offers first peek
  • Google confirms live demo of new AdWords redesign will happen on May 24
  • Google now handles at least 2 trillion searches per year

As you can see this is quite a menu of items that were talked about and demonstrated on the beautiful, giant, wide screen Google used.

How will Mobile First affect SEO?

There were many statistics used to drive home Google’s various points. There are three of those stats that really struck me.

  1.  Google handles at least two trillion searches per year.
  2.  Close to half of that 2 trillion is from mobile and tablet.
  3. One third of “Local Searches” are made on mobile. (21,000 searches per second approx.)

That is really very impressive. But, how will that affect our clients and soon to be clients. After all that is the most important question to us. Don’t worry clients, we got it covered. We always test our client websites for mobile compatibility. We use web developer tools to do that and we also look up our client websites on a laptop, tablet and phone (Android and Apple). The proof is in the pudding so to speak, so verifying websites on a real device is the best test.  We also build dedicated mobile web-pages for those that need them.

We received an extra amount of phone calls today asking directly if we had to change our SEO strategy because of the summit news. The answer is a resounding no. No, we will not have to change the way we optimize a website for search engines. No, we will not have to change the way we go after key words and no we will not change the aggressive strategy we employ in our authority brand building program.  We have, and will continue to move our clients digital assets toward where Google is going and not just where Google is.  That is one of our biggest differences as a top level Agency.

Final thoughts on Mobile First

Because we are continuously monitoring the changes Google makes, big and small. Todays news was not a surprise in any way. It is not a secret that people use there mobile phone constantly. I would have a hard time going back to a pager and my suitcase sized mobile phone that I left in my truck 80% of the time.  I don’t think that will ever happen! I hope. Change is a constant in our digital world.  The changes that are being made to the Ad Word program will help many businesses.

Because search engine optimization is our business, our focus is on staying ahead of the upcoming penalties and filters that will begin to take affect. We expect those to come on slow at first. But, will eventually become an issue for many sites. The new normal going forward will be to create websites that will easily fall in line with the new standards and best practices. Local businesses will need to be easily found and be user friendly on mobile devices.

Fortunately for our clients we do not depend on Ad Words directly for their success getting to page one in the SERPs.  We help get you there by helping you build a strong, value containing web property or, “digital asset” as I like to say. Google has and always will serve up websites that offer trusted, valuable content to their customers. By helping our clients do just that, we are in turn, helping Google give their customers the best results for their search queries.

That is a win, win, win situation. Our clients win, Google wins and we win.

Thank You For Reading, Joseph

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