Why Page One Rank Matters
BrightEdge – leading global SEO and brand managers – have released their Mobile Share Report featuring data for mobile use and behaviour across industries. Whilst the data is collected from brands from across the United States and beyond, the takeaways apply for all websites. Our own experience here at Dental Design recognises some of the key points. We are experiencing up to a third (and increasing) of visits to our websites from mobile devices (including tablets).
The study is based on exact match keywords with no change in rank and ranked page across one month. The BrightEdge Mobile Share Report tracks the impact of mobile across 6,000 of its customers, and web traffic for more than 5 Billion pages to quantify how smartphone and tablets compare with desktop in terms of traffic and conversions.
CTR by position in Organic SERP shows that in this world were smartphone and tablet use is on the increase, ranking in positions 1 -3 is even more important than ever. As CTR is much higher on smartphones for these positions, the report suggests if your site ranks in the top 3 for relevant keywords you will see a natural rise in traffic to the website over time.
Furthermore, the report considers conversion rates and finds that sites who consider user experience across the platforms in a serious way are going to be best placed to take advantage of the findings with regards to CTR.
The study finds;
“Each device is unique in how consumers interact and engage, and marketing activities should reflect this. Leaders are taking the time to develop responsive web sites..”
They suggest following best practices provided by Google guidelines for mobile and ensuring sites are not falling foul of common errors such as smartphone-only 404s and including annoying app download messages that can disrupt the user experience for visitors to that page.
BrightEdge also report a ‘strong correlation between the presence of video and multi-media content and conversions.” And that “brands optimizing their sites for smartphones should seriously consider hosting video content,” ensuring they follow Google’s guidelines for video inclusion’
A site that delivers a high standard of user experience across the all platforms will benefit from these findings in online user engagement.
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