In today’s world, we all have a mobile smart phone giving us the ability to search for anything we want at any time we want. Did the car break down? You can search for a towing service. Looking for somewhere to eat? You can search for nearby restaurants. My point is, if you are running a business, you need to be there when potential customers are searching their phones. Wondering how to get “there”? There are two proven ways: Pay-Per-Click (PPC) campaigns and Search Engine Optimization (SEO) campaigns.
Above The Fold
A PPC campaign is a great start to getting your website in front of potential customers when they search Google. On the search results page, the PPC ads are always the first four listings on the page. On mobile, due to the screen size, those first four listings are the only listings a user can see without scrolling down. Your website is being shown “above the fold,” which is an old newspaper term that literally means, above the fold! This is why a PPC campaign is important on mobile—you are presenting your website to potential customers before they have to scroll. You are at the top!
Double Your Visibility
Even though PPC dominates the top of the search results page, not all users click on those listings. This is why you need to run an SEO campaign simultaneously. Once users scroll past those first four listings, they start seeing organic listings. If you’re only running a PPC campaign, you’re going to miss out on the users that scroll. As with any advertising, it’s always best to have as much visibility as possible. By running a PPC and SEO campaign at the same time, you’re doubling or maybe even tripling your visibility on just one page.
Okay, so now you’re running both an SEO and PPC campaign and the user clicks on your website. The user gets to your website and immediately leaves. You did all this work to bring a potential customer to your site but they leave right when they get there. Why did this happen? More than likely they left because your site isn’t mobile-friendly. This is why you must ensure that your site is responsive and can adapt to different screen sizes. Phones come in different shapes and sizes. So if your website isn’t mobile-friendly, you’re probably missing out on potential customers.
I’m going to leave you with this one stat before I go; Google says there are trillions of searches that happen every year, and more than half of those searches are on mobile. Make sure your website is mobile-friendly in this mobile first world!
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