Hannah Beveridge

Mobilegeddon: is your web content holding you back?

by Hannah Beveridge on April 23, 2015
How to improve your web content

Unless you’ve been hiding under a rock, you’ll no doubt have heard about Google’s new algorithm change or in the words of many industry commentators, ‘mobilegeddon.’

If your website’s mobile friendly and mobile responsive then it’ll now be rewarded by Google with better mobile search ranking results. (Read our blog for details of what the update means for businesses, ‘Is your website ready for Google’s algorithm change?’)

Thriving after ‘mobilegeddon’ is about web content as well as design

Mobile audiences consume content differently to desktop and print readers, which means your copy needs to cater for a new breed of audience.

For instance, rather than subconsciously scanning website copy in an F-shaped pattern, research has found mobile readers tend to focus on the centre of the screen (Briggsby).

So while cutting and pasting your website copy into your mobile site may be the easy option, it may not engage your mobile audience.

Here are 4 ways you can optimise your content for your mobile audience:

  1. Keep your headlines snappy – headlines are critical to capturing people’s attention and influencing whether they’re going to read on or move to the next site or article. Keep your headlines clear, punchy and relevant and never stray over one line.
  1. Get to the point – more often than not, people who are viewing your site on their phone are on the move or only have seconds to digest your content. Don’t make them wait for your information by trying to set the scene. Get straight to the point and include key details upfront and use subheadings to reinforce your key messages.
  1. Make every word count – writing concise, succinct copy has always been essential to good copywriting. However, with mobile audiences often being time-poor and viewing content on smaller screens, providing maximum information with minimum words has never been so important. As with your headlines, cut the fluff and think about how much you’re asking your reader to scroll.
  1. Make it scannable – our brains process images 60,000 times faster than text (Social Media Examiner). Use pictures and videos to retain people’s attention and break up your text, but don’t use too many as you don’t want to interrupt your content flow. Also think about where you want to position this alternative content and the journey you want your readers to take on each page. Bullet points are also a great way of breaking up chunks of copy.

With the total number of phone users anticipated to hit 5.13 global users by 2017 and ‘mobilegeddon’ being reported by SEO specialists as the biggest change of its type since 2011, now’s the time to go wholeheartedly mobile if you’ve been holding back. But remember: responsive design and content go hand in hand if you want succeed in a mobile world.

Need help with making your website mobile friendly? Want to find out more about Google’s new algorithm?
Call us on 0800 7810247 or email hello@cognitionagency.co.uk

 

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Hannah Beveridge

This post was written by Hannah Beveridge

Content Manager at Cognition Communications Limited

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