Google’s shift to mobile-first: mobile moments that matter
Columnist Jim Yu outlines Google's long march toward a mobile-first index and explains why optimizing for mobile devices is no longer optional.
Eric Schmidt predicted that sales of smartphones would surpass PCs more than six years ago, as the then-Google CEO prepared the world for the “mobile-first” culture at the Mobile World Congress in 2010.
Fast forward to today, and we’re witnessing the birth of a new mobile era where consumers interact and convert in what Google describes as mobile micro-moments — the key points of time when a user is interacting with their mobile device because they want to know something, go somewhere, do something or buy something.
As marketers, measuring mobile moments that matter — by understanding and optimizing mobile traffic, mobile engagement, mobile conversion and mobile revenue — is critical to developing a successful mobile-first strategy that improves performance.
Consider the four statistics below;
- By 2019, mobile ad spending is expected to increase to $195.55 billion, and mobile ads will account for 70.1 percent of all digital advertising, Source: Venture Beat.
- By 2019, PQ Media estimates that content marketing will be a $300+ billion industry.
- By 2020, SEO-related spending will be worth $80 billion.
- According to Google, 34 percent of online purchases now happen on a mobile device.
Mobile, SEO and content marketing are maturing concurrently and in a synergistic way.
Furthermore, it is clear to me that delivering and optimizing impactful mobile content is going to be the ultimate way to reach target markets at the most opportune times.
Below I give a brief overview of Google’s shift to mobile in the last six years and share some key insights into mobile strategies that help move the needle on performance.