Today, most people are searching on Google using a mobile device. However, their ranking systems still typically look at the desktop version of a page’s content to evaluate its relevance to the user. This can cause issues when the mobile page has less content than the desktop page because their algorithms are not evaluating the actual page that is seen by a mobile searcher.
To make their results more useful, Google today begun experiments to make their index mobile-first. Although their search index will continue to be a single index of websites and apps, our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site, to understand structured data, and to show snippets from those pages in our results.
Here are Google’s recommendations to help webmasters prepare for the move towards a more mobile-focused index.
- If you have a responsive site or a dynamic serving site where the primary content and markup is equivalent across mobile and desktop, you shouldn’t have to change anything.
- If you have a site configuration where the primary content and markup is different across mobile and desktop, you should consider making some changes to your site.
- Make sure to serve structured markup for both the desktop and mobile version. Sites can verify the equivalence of their structured markup across desktop and mobile by typing the URLs of both versions into the Structured Data Testing Tool and comparing the output. When adding structured data to a mobile site, avoid adding large amounts of markup that isn’t relevant to the specific information content of each document.
- Use the robots.txt testing tool to verify that your mobile version is accessible to Googlebot.
- Sites do not have to make changes to their canonical links; we’ll continue to use these links as guides to serve the appropriate results to a user searching on desktop or mobile.
- If you are a site owner who has only verified their desktop site in Search Console, please add and verify your mobile version.
- If you only have a desktop site, we’ll continue to index your desktop site just fine, even if we’re using a mobile user agent to view your site. If you are building a mobile version of your site, keep in mind that a functional desktop-oriented site can be better than a broken or incomplete mobile version of the site. It’s better for you to build up your mobile site and launch it when ready.
Read more at https://webmasters.googleblog.com/2016/11/mobile-first-indexing.html
GoDaddy has acquired the WordPress website management service, ManageWP. ManageWP will remain a standalone app, and GoDaddy will integrate several features into their GoDaddy Pro and WordPress hosting plans.
ManageWP was founded in 2011, officially launched in January 2012, and has more than a quarter million websites on their service. Their team of nearly 30 people is headquartered in Serbia, but is capable for remote operations, and the entire team will join GoDaddy. Up to this point, ManageWP was fully self-funded. The company was founded my Vladimir Prelovac, who is coincidentally moving to the US, and will now work from GoDaddy’s Sunnyvale office; the company CEO is Ivan Bjelajac…
Read more at https://poststatus.com/godaddy-managewp/.
Interesting Findings from Research
1. Brand is the only common element to the entire demand chain. Brand strategy management should be both a demand and supply chain priority in contrast to its general demand chain focus.
2. Shoppers choosing from larger assortments often shift their choice from vice-type products (indulgences) to virtues and from hedonic to utilitarian options. These effects reverse, however, when situational factors provide accessible reasons to indulge, underscoring the role of justification.
3. Failing to incorporate consumer search into an assortment planning process may cause a retailer to underestimate the substantial value a broad assortment has in preventing consumer search (going elsewhere to continue searching for a better product).
4. A power aisle comprising a smaller number of stock keeping units (SKUs) and a correspondingly greater quantity of each item will convey a lower price image than will a power aisle comprising a greater number of SKUs and a correspondingly smaller quantity of each item.
5. We know that only a very small percentage of products placed in shopping baskets get removed before checkout. So being in the basket is quite close to actual purchase, although this is also being researched still today.
Source: Shopper Marketing, Profiting from the Place Where Suppliers, Brand Manufacturers and Retailers Connect
Google+ aims to make sharing on the web more like sharing in real life. Check out Circles, Events and Hangouts, just a few of the things we’ve been working on.
See on accounts.google.com
Facebook’s latest mobile push aims at local discovery Skift The revamp, the most extensive in a year, is the first Pages upgrade to begin on mobile instead of the desktop version, said Matt Idema, head of product marketing for Pages.
See on skift.com
Each year, it seems a new crop of apps comes along that wows consumers and has inventors wondering why they didn’t come up with such a great idea. Consumers are looking for ways to automate every aspect of their lives.
See on under30ceo.com
Change History records changes made to pretty much everything that happens in the admin area of your account: user changes and access, account settings, profiles, site properties, goals, filters and every Google Analytics admin function available.
(Via Search Engine Watch Blog)
Optimising desktop landing pages is a tricky business, as you need to make sure all the most alluring content is visible along with a clear call-to-action.
These problems are obviously magnified on a smartphone screen as you’ve got to cram everything into a space just two inches by three inches.
And optimising landing pages is a big part of increasing conversions, as mobile users tend to be impatient so they need to be able to access the relevant content within a few clicks.
And with that in mind, here are 12 things to remember when optimising a mobile landing page.
Obviously the precise layout of a mobile page depends on the visitor behaviour you want to encourage and should come as a result of user testing, but these are all important points you should consider…
Don’t make people pinch and zoom
If you’ve designed your mobile site correctly this shouldn’t be an issue, but it’s always worth noting that users aren’t interested in pinching and zooming to bring your content into focus.
Not only is it a poor user experience, but it also means your content and calls-to-action will be at the mercy of the user.
It’s best to just make sure your site fits the screen correctly in the first place.
Test it on both landscape and portrait views
When browsing the mobile web it’s common for users to read sites in both portrait and landscape view. Make sure your site is compatible with tilted screens so that it delivers a consistent user experience.
Make sure fonts stand out
You need to bear in mind that what appears obvious to you might not jump out at the average mobile user. Space is tight, so make sure the font and background colours contrast one another so it doesn’t all blur into one.
This is even more important for CTAs, which need to be visually appealing and attract the user’s attention.
Keep your CTA above the fold
Though some get sniffy at mentions of keeping things ‘above the fold’, as an ex-newspaper hack I’m a fan of the phrase.
In mobile terms, it generally means keeping the important content within the top 100 pixels. So if you’ve got a CTA on your landing page, make sure it’s near the top otherwise you risk dampening the impact and potentially losing the conversion.
(Read the rest at Digital Marketing Blog | Econsultancy)
As you may have guest there isn’t a definitive number to aim for as different industries have different CTRs.
According to FriedBeef.com an advertiser can aim for these rates:
What is a Good CTR for Adsense/Adwords PPC Ads : 2%
According to Google, new advertisers should usually aim for a 2% CTR. However, the competitiveness of the industry also matters a great deal.
Banner Ads : 0.5%
Video Ads : 1-2%
Email Campaigns: 10%
What is a Good CTR for Facebook Ads : 0.25%
PPC Consultant Brad Geddes has this to add:
This is one of the most common ‘it depends’ question where the answer ‘it depends’ is reality. I’ll try to explain why that question can not be answered without additional definition.
Consider these two words : ‘TV’ or ‘Samsung 63 1080P Plasma HDTV FP-T6374?. Which is more specific?
Consider these two words: ‘mysql database optimization’ or ‘mysql database hosting’. Which is more commercial?
Specificity and commercial intent are two major factors when considering how high your CTR should be. Yahoo has even offered a commercial intent search engine with Mindset. Microsoft adLabs has a nice commercial intent tool.
For the keyword ‘TV’, someone could be looking for:
- TV guide
- TV repair
- How to choose a HDTV
- How far should my new HDTV be from my couch
- What is the best plasma TV
For the keyword ‘Samsung 63 1080P Plasma HDTV FP-T6374?, someone could be looking for:
- Product guide
- Where to buy that specific TV
- What accessories go with that TV
We can quickly see that the more specific keyword is more focused around that specific product; where ‘TV’ is a very undefined query.
If you received a 2% CTR for the keyword ‘TV’ you could be doing exceptionally well (especially if it’s broadmatched). If you have the top position for ‘Samsung 63 1080P Plasma HDTV FP-T6374?; you may see a CTR well above 10%.
While CTR is a major component for quality score; (QS factors chart) CTR is normalized by position (i.e. Google examines expected CTR of position 1 vs 2 vs 3 etc and looks at your CTR as it relates to your keywords position – you are not penalized for not being in the top ad position).
It is more important for you to test your ads so you can improve on your own results than worry about trying to benchmark your own keywords.
So, what is a good CTR?
A keyword with a very high commercial intent and is very specific – 10%-20% from ad position 1 (or 5% from position 5 on the side) can be seen.
A keyword with a low commercial intent and is non-specific might gather less than a 1% CTR.
In both the above instances, you could have a nice CTR from a quality score standpoint.
So, what is a good CTR?
There isn’t a good answer – it really does just depend.
Over at Clickz, Lisa Raehsler has this to add:
A commonly asked question in pay-per-click (PPC) advertising is “what is a good click-through rate (CTR)?” There is no easy answer and it can vary greatly depending on channel, targeting, keywords, and more.
First, the basics of the CTR:
Defined: The number of clicks received divided by the number of impressions generated. For example, an ad that is displayed 1,000 times and receives 10 clicks has a click-through rate of 1 percent.
Channel differentials: Search and display channel results are very different. We tend to see higher CTRs in search because the searcher is looking for specific information, and is therefore more likely to click when they find it. With display ads, the viewer is passive – doing something else when the ad is served to them.
Why do people care so much about CTRs? The CTR can be an indicator of how relevant an ad is to the searcher or to the audience targeted. It can demonstrate interest in a product message or show what “resonates” with searchers. I also have a theory that there can be an ego factor with CTRs. The bigger the better, right?
Several factors can impact CTR on an ad, which is why there is no definitive answer to the question. A few of the factors to consider include:
- Audiences and targeting
- B2B or B2C
- Brand or non-branded
- A keyword’s place in the search funnel
- Ad copy’s creative messaging – CTA
- Type of offer
- Display URL
- Industry competitiveness
There are some observed trends in the industry based on PPC managers’ experience and the channel’s own data.
Search: In a healthy account you will see CTRs vary depending on the type of campaign. For example, branding campaigns typically earn a much higher CTR than non-brand. Advertisers may see 1 percent to 7 percent for non-brand with brand ads being 3 percent and up. Consider the differences in each campaign, but focus on optimizing ads with a CTR less than 1 percent.
Display: Typically advertisers could see 0.05 percent and above, with retargeting campaigns’ CTR as much as double the percentage of site targeting campaigns. Try to optimize any ads with CTRs lower than about 0.03 percent, if clicks are a consideration. Most of the time, display ads are used for branding so impressions are a more important metric.
Facebook: Facebook offers two different types of CTR. One is ad CTR, which is the percentage of times the ad or sponsored story is clicked on. The other CTR is the social CTR. This number represents clicks on ads shown with the names of the viewer’s friend. Facebook reps have said that CTR is not important and have not shared an average or goal CTR. This seems to be counterintuitive since part of Facebook’s algorithm is based on an ad’s CTR. Many advertisers will see 0.020 percent to 0.040 percent on average, but I regularly see several CTRs of 0.063 percent and up to 0.5 percent. Focus on optimizing or pausing any ads with less than 0.02 percent.
LinkedIn: According to a LinkedIn rep, the average CTR for ads on LinkedIn is about 0.025 percent. I see that percentage on the low end and then up to 0.06 percent. Focus on optimizing or pausing anything under 0.018 percent.
Determining a good CTR is also common-sense marketing. Sometimes to increase awareness or achieve a goal, advertisers have to bid on less relevant or complementary keywords or audience targets. This can result in a lower than expected CTR. This happens. It’s OK. The bottom line is if campaigns are achieving their goals in conversions, traffic, or branding, the CTR is only one piece of the data pie.