So, it’s pretty safe to say that Google’s so-called ‘Mobilegeddon’ update has been the talk of the tech town for quite a few weeks now, though to be honest it’s one of the few big changes that most saw coming from a mile off. Not only was it wholly obvious that a big mobile-centric algorithm change would happen eventually, but Google even took the opportunity to break with the norm in February and actually tell the world it was coming.
So, if you’ve been caught with your pants down, shame on you.
However, there’s a big difference between surviving the war on anti-mobile web design and managing to thrive in a wholly mobile-focused era. You might not have taken a frightening dip in the rankings like so many others, but at the same time there’s a long road ahead which you’ll struggle to traverse with competence if you don’t up your game for the mobile crowd. And just as is the case with site success across the board, content is once again king, emperor, Lord and God as far as forward-thinking webmasters are concerned.
Here’s a quick look at six tips for maximising mobile impact and appeal by way of site content:
1 – Headlines Must Be Concise and Clear
Interesting and attention-grabbing headlines are important across all platforms, but take on a whole new level of criticalness with mobile. The reason being that when you hit a page by way of a desktop browser, even if the headline isn’t 100% captivating there may be other bits and pieces below that catch your eye and hold your attention. With mobile, often all you have is the headline. As such, it’s important to ask yourself whether or not this headline alone would prompt you to click it and read the article in full.
2 – Use the Inverted Pyramid Model
You know those often annoying online sales pages that waffle on for at least 5,000 words before getting to the real meat of what’s for sale right at the bottom of the page? Well, when it comes to mobile content you need to be doing the exact opposite. It’s often referred to as the reverse pyramid model, where you start off with the primary point you’re looking to make and then go into greater detail as to the specifics and technical stuff behind it. Clear up the what, why, where, when and how before getting bogged down with the rest.
3 – Punchy Paragraphs
It’s always been a rule of thumb to avoid long and bulky paragraphs regardless of the platform, but in the case of mobile site content it really couldn’t be more critical to do so. The reason being that anything more than a couple of lines of text when presented on a small screen can look entirely too much to bother with for your target audience – especially those who may be visiting you on something of a brief whim. You may have a lot to say and a lot that needs saying, but in any and all instances it’s important to break things down into shorter, punchier paragraphs while making sure each paragraph contains a point of importance or relevance.
4 – CTA Prominence
Still on the subject of those visiting your site on a whim…or at least not planning to spend hours going through your content…it’s a good idea to feature your call to action button somewhat more prominently than you might normally be in the habit of. With mobile, it’s all about streamlining and speed which basically means getting them to where they need as quickly and smoothly as possible.
5 – Mixed Media
Generally speaking, it’s not the best idea to get too carried away with mixed media when it comes to choosing and optimising your content for mobile. The reason being that not only is it difficult to pinpoint sound clips, videos and other kinds of media that are universally compatible with all mobile devices, but chances are they’ll wreak havoc with both page loading times and the ease with which the site can be navigated in general by visitors. Simplicity is a key rule of thumb to follow with mobile.
6 – Link to Your Primary Desktop Page
Last but not least, it’s crucial to remember that there are millions of mobile devices doing the rounds today that are vastly more powerful and in many cases just as large as standard notebook computers. When somebody invests in a top-of-the-line tablet PC, smartphone or hybrid device, it can be very annoying to be presented with a brand’s mobile website when you really want to access the primary site. As such, it’s important to not only link to your primary desktop site for those wishing to switch, but to make sure that this link is on every page of your mobile site across the board.