Global consumer spending on mobile is expected to reach $270 billion by 2025, having been accelerated by increased mobile activity during the pandemic, according to SensorTower’s 2021-2025 Mobile Market Forecast report. This figure is almost 2.5 times the $111 billion spent throughout 2020 (+30% on 2019), reflecting mobile’s continued market dominance – as well as reflecting industry predictions that the increases in usage due to lockdowns are unlikely to diminish.
The importance of mobile SEO, customer experience (CX), and mobile-optimised content cannot be understated if these predictions are likely to come true!
Customer experience / User experience
The future of CX is driving toward the importance of internal, operational actions as well as simply how users interact with your website. Rather than focusing on single access point experiences, businessess should be looking at their entire holistic approach to customer interaction with every aspect of their brand; your website may be an incredible experience, but if customers have a different interaction with physical stores, advertising, or other digital channels like social media, that work goes to waste.
CX needs to be recontextualised – retaining all of that amazing practitioner expertise, but alongside the other elements that make up the formula for successful change – Brand, Culture & Organisation, Data, Strategy & Technology; all included, but weighted towards your business needs.
Optimising for powerful learning
Search engine learning abilities, and how they evaluate and present your website to others, continue to grow more and more powerful – which means the methods for optimising a website must also expand and adapt to new technologies. Google particularly dominates in this space, and continually updates its search engine abilities as their own research develops.
In a recent Hangout session, Google’s John Mueller described how Google is able to recognize an author and all of that author’s content and mentions across the web, without supporting authorship markup anymore – so long as all of the author’s articles link back to a central bio page or central location. From this, they can create a bigger picture for users, and weight the relevance of search results which the author might qualify for.
This powerful tool is just the latest in the long line of updates from Google, based around identifying content and improving access for users – so businesses must ensure that their optimisation strategy takes into account the changes to search environments, and updates to how users may find and access your website.
Google has also always advocated for consistency with websites and SEO solutions, and this mantra is simple to extend to your mobile SEO strategy too. By ensuring a consistency in how your website is built and organised, as well as how your broader strategy deploys across multiple platforms.
Technical consistency benefits your website generally, but also makes any SEO signals clearer for search engines – as well as providing a seamless experience for your users. By extending the same goal across multiple platforms, you can ensure that user experience matches throughout your digital access points; maintaining tone of voice, imagery, identity, and more.
This also helps to build and maintain your brand identity, as well as working on consumer trust and familiarity – all of which can benefit your business.
The future of Mobile SEO continues to evolve as the market, technology, and brands evolve – and as legislation and broader concerns impact the way in which the internet operates. Digital challenges like a move away from third party data collection, or even more physical challenges like a pandemic that have had direct effects on mobile usage and customer interaction. Customer experience, Consistency, and adapting to Powerful Learning are ongoing processes rather than one-stop solutions, and can be applied to other areas of both your digital and offline offering.