It is very easy to just continue doing what you have always done. If the money is coming in, business is ticking along nicely, then why change what you are doing, right? Umm, wrong! If you want your business to achieve growth and continue to thrive in today’s competitive online marketplace, then you really need to be monitoring, reviewing and refreshing your online marketing and SEO strategy annually.
The web is a super-fast information highway that is constantly adapting to changes in user search behaviour. The way we search for products, services & information has evolved over the years.
Did you know there are now more users accessing the web via mobile devices than on desktops! Experts also forecast that online video will account for 80% of all web traffic in 2019, up from 67% in 2014.
Adapting your SEO & marketing strategies so they are aligned to maximise opportunities in this ever-changing environment will help your business to stay ahead of the game.
Two key areas to focus on for 2019 will be to address the mobile user experience and to deliver content that will better engage and connect with your audience.
Addressing the Mobile User Experience
As mentioned above, mobile traffic now accounts for more than half of overall Internet traffic, and it is growing year on year. It is crucial for businesses to address the mobile user experience, and to make their brand accessible to mobile users.
These are the areas to focus:
- Make your existing desktop site mobile-responsive so the content adapts to the different screen sizes of mobile devices or choose to create a separate mobile site that is purpose-built for mobile devices, which would mean streamlining the content, reducing page load times and making the navigation simple and easy to use.
- Creating mobile friendly content is important. When people are on the go, they don’t want to be scrolling through reams of content. Keep the content short and relevant and include links and buttons that are clear and concise and take the user quickly to where they want to be.
- Page download speed needs to be super-fast. You can test your page download speed with the Google PageSpeed Tool. Optimisations to speed up your site can include optimising images, eliminating render-blocking resources, enabling text compression, deferring unused CSS, and many more. Google will provide a page speed insights report to let you know what elements need optimisation.
Delivering Content that will better engage and connect with your audience:
Streaming video content online still hasn’t reached saturation point. It continues to grow year on year. According to a study undertaken by Wywowl in 2017, 63% of businesses were using video as a marketing tools. By the start of 2018, that had risen to 81%. Now in 2019, the number has increased again to 87% and marketers report that video gives them a good return on investment, up from 78% 12 months ago. These figures make a strong argument for incorporating video marketing into your SEO & Marketing Strategy in 2019.
Vertical Video is an interesting concept and a new trend that could be worth considering. Most people use their mobile phones in the vertical position, so it makes no sense to expect them to turn their phone to view horizontal videos. If video is truly optimised for mobile users, then it should be delivered in a vertical format. It may be some time before this new trend takes hold, but for now perhaps most people are so used to viewing videos horizontally, they will continue to do so until more vertical videos filter into the web space.
That said, incorporating video into your strategy, in whatever format, will help to increase engagement on-site and will help your audience to better connect with your brand, both on mobile and desktop, so consider adding some video content to your website and incorporating video marketing into your social media and online marketing strategies.
There is so much you can do with video – it could be educational, entertaining, building awareness, meet the team, interviews, product reviews, customer testimonials, Q&As, case studies, announcements, premises tour, tutorials, live talks and more!
Whizz Marketing is a Google Partner SEO & Marketing Agency in Fleet Hampshire. We help businesses to get found online. If you are interested to review your SEO & Marketing Strategy for 2019, please get in touch on 01252 622129 or visit www.whizzmarketing.co.uk for further information.