2015 has seen fewer Google updates than what most e-commerce business owners are used to. However, that does not mean that the world of search engine optimisation or content marketing has remained the same. This year, there was a massive focus on the importance of website mobile-capability, affectionately known as ‘Mobilegeddon’, ‘The Quality Update’ and Panda 4.2. The websites that did not adapt according to this trend noticed a significant drop in their rankings.
This mobile revolution has forced everyone who is involved in online marketing to adapt to Google’s latest quality parameters. SEO experts have had to change their strategies, web designers have had to focus on creating mobile responsive websites, and copywriters have had to tweak their writing styles. The one mistake that many e-commerce website owners are making is that they are paying a lot of attention to the overall design of their site, and almost completely forgetting about the importance of high quality, engaging content. ‘The Quality Update’, which was implemented in May this year, emphasised the importance of bringing these two aspects of website functionality and usability together. After all, what is a mobile responsive website without epic content?
Here are just a few ways in which copywriters have adapted to the mobile revolution, creating exciting, relevant content that is suited to desktop and mobile users alike:
- According to many recent studies, even though ‘the golden triangle’ rule is key in terms of engaging readers who are browsing using a desktop computer, it does not apply to mobile users. Instead of focusing most of their attention on the top portion of an article, mobile users are most likely to engage more with the centre-most portion of the article. In an attempt to hold the reader’s attention, copywriters have, therefore, begun to ensure that each and every paragraph begins with short, gripping sentences.
- People who are using mobile devices to surf the web are most likely to engage with content that is concise and punchy, and are less likely to sit patiently reading a 1 000 word article or blog from start to finish. The ideal length of any piece of content has therefore been greatly reduced. Anything more than 400 words is considered a bit excessive when it comes to optimising for mobile.
- As already mentioned, long-winded paragraphs do not translate well onto mobile devices. As a result, it is recommended that copywriters utilise more bullet points in their writing, as they help to separate thoughts and drastically increase readability.
- Images are important. It is essential that all copywriters include a few relevant, eye-catching images in their articles and blogs. However, it is just as essential that these images do not require excessive download times – as this is considered to be mobile suicide! Finding a balance is key here.
It is evident that the mobile revolution is in full swing – and it is necessary for everyone to adapt accordingly – including the copywriters from around the globe. Even if your website has been affected by the Google updates of 2015, there is still time for you to make the aforementioned changes and recover. Now that you know how to tailor your website content in line with the ‘mobile revolution’, don’t forget to familiarise yourself with the latest mobile design best practices and common mistakes to avoid when optimising for mobile.
As Coca-Cola’s Wendy Clark once said, “If your plans don’t include mobile, your plans are not finished.”
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