What’s Trending: Mobile-First Marketing

March 30, 2018

Man on mobile phone

What is mobile-first indexing?

If the phrase sounds unfamiliar, you’re not alone, but it’s a good time for marketers to get acclimated.

Google announced earlier this week that it is rolling out mobile-first indexing for search results, meaning the engine will now crawl and index mobile versions of certain websites rather than desktop.

This news shouldn’t have you scurrying to make any big changes — the company’s release states that the transition “is about how we gather content, not about how content is ranked,” and notes that “content gathered by mobile-first indexing has no ranking advantage over mobile content that’s not yet gathered this way or desktop content” — but the bottom line is that mobile optimization needs to be embedded in any marketing strategy.

While this new indexing convention isn’t expected to affect placement in SERPs, Google has been prioritizing mobile-friendly pages in search results since 2015, and recently announced that slower-loading pages will start losing ground later this year.

Beyond the SEO landscape, rising global usage rates for smartphones and tablets mean that aligning your content is critical to delivering a good experience. Mobile accounted for 52.64% of global online traffic in 2017, and that share continues to rise.

With social media consuming nearly a quarter of mobile usage minutes in the U.S. last year, and with video finding such widespread traction on handheld devices, there are clear opportunities for strategic pivots.

In our continuing mission to surface and highlight the best ways to connect with your customers, let’s kick off another roundup of trending marketing content from the experts.

What Marketers Were Reading and Sharing Most This Week:

1. 7 Ways a Mobile First Index Impacts SEO

“It’s backwards to think of it as Google forcing web publishers to adapt to Google. What’s really happening is that web publishers must adapt to how their users have changed,” writes Roger Montti in his breakdown of mobile-first indexing and its SEO ramifications.

2. Delivering Optimized Media-Rich Content for Mobile

Knowing that Google plans to start penalizing sites that perform poorly, while also understanding that web users are magnetically drawn to images and video, presents a conundrum for marketers. In this post at Marketing Land, the team from Cloudinary offers up helpful tips for overcoming three key challenges with media-rich content for mobile: file size, design, and asset management.

3. How to Integrate Social Media into Your Content Strategy

As i-SCOOP notes, “with an increasingly connected consumer and social B2B buying journey, the attention for social content marketing tactics and strategies is growing.” Erika Heald illustrates how to align social with your overall content strategy.

4. Why There is ‘No Excuse for Misalignment’ Between Marketing and Sales

Great writeup from Charlotte Rogers of Marketing Week on a topic we frequently discuss here at LinkedIn: the urgent need for alignment and collaboration between sales and marketing. You’ll find some enlightening quotes here from pros who are experiencing this first-hand.

5. How Big Data and Psychographics are Changing B2B Marketing

Through behavioral insight, data science, and micro-targeting, marketers can deliver the right message to the right customer at the right moment. Richard Robinson explains how in these slides:

6. 59 Female Marketing and Growth Experts You Should be Following

National Women’s History Month is reaching its end, making this a fitting time to recognize many of the awesome women who are blazing trails in our industry. Excellent list here via Caroline Forsey of HubSpot.

7. SEO for Multi-Language Websites: How to Speak your Customers’ Language

For businesses that serve clients and customers internationally, the need to create content and campaigns in multiple languages can present challenges. Marcus Miller walks us through some SEO considerations when building multi-language websites.

8. Why Your Content Marketing Campaigns & Always-On Programs Should Work in Harmony

B2B marketing campaigns are undoubtedly important, but they should be integrated with a synchronized always-on strategy that guides your content, writes Alexis Hall.

9. The Value of a Brand

In many ways, brand value seems intangible and difficult to quantify. But Tom Roach of BBH London does a good job of substantiating it with some eye-opening statistics in this SlideShare:

10. A Step-by-Step Guide to Audience Development

Baseball season is upon us. But as any marketer knows, the classic Field of Dreams quote “If you build it, they will come” hardly applies to online content. Building a loyal and trusting audience requires time, planning, and thoughtful execution. Clare McDermott connected with Luke Kintigh of Intel iQ to chronicle his team’s process for making it happen.

As the algorithms change, make sure your B2B marketing strategy stands the test of time by subscribing to the LinkedIn Marketing blog.