When Google rolled out its mobile update, or ‘mobilegeddon’ as it began to be known as, it left many marketers, retailers and website-owners alike a little shaken – that is, if their website wasn’t already mobile friendly.
However we recently experienced the mobile tipping point, whereby mobile overtook desktop in terms of browsing. In Q2 of 2015, some ecommerce retailers saw a 40% share of total transactions completed on mobile. Mobile has been growing at an increasing rate for a long time, and continues to do so. Therefore, it was only a matter of time before Google decided that it was going to take the mobile-friendly websites under its wing and set the bar for mobile going forward – because mobile really is the way that digital is progressing.
Only a month or so later we got sight of Google’s latest change, ‘Phantom 2’… or the Quality Update. This is where Google’s algorithm will be changed to detect poor content. Now we need to work towards content that is more detailed, relevant, engaging, illustrated with videos and images. This essentially means that websites that are farming out keyword-heavy content don’t move up the ranks simply for having content. The new update means that those with relevant, targeted content will see themselves highly ranked. More effort needs to be put into the content, and the higher the quality, the higher the ranking.
Again, this makes perfect sense. Content marketing is becoming more and more a cornerstone of any digital marketing plan. In fact, The Wonderland is working with one of our clients to actually reduce the content on their websites and focusing instead on driving leads and sales through high quality external content.
The impact of Phantom 2 is, that content marketers will not only have to think about their topic, but around the topic. The algorithm will note keywords, but also words relevant to the keywords – for example, if a keyword is ‘watch’, it will also look for ‘time’. Content will become more about the marathon, and less about the sprint.
Written by Emmy