Google has again urged publishers to optimise content for mobile and consider the look and feel of their creative rather than relying solely on the quality of prose, images and videos.
Google’s head of mobile solutions consultants EMEA, Assaf Grabinsky, believes brands must adopt a mobile-specific and online business mindset to serve the needs of viewers and readers, who are embracing mobile en masse for news, blogs and social consumption.
Recent data from Zenith’s Mobile Advertising Forecasts suggests mobile will account for more than three quarters of all internet traffic by next year. Publishers must, therefore, move away from a desktop focused outlook and attempt to optimise content for mobile-centric search engines.
“To be successful is to start thinking like an online business which has the content part and the technical excellence side to it as well,” Grabinsky said. “I can imagine a day where a general manager of a publication must have a dashboard on their desktop showing load time, what is drop-off from the landing page to the next page, what is the average user session.”
While the quality of content obviously remains crucial to success, publishers must support high quality creative with the technology capable of amplifying its reach. This means content must be tailored to mobile as users will navigate away from a page if it takes too long to load or offers an inadequate experience.
Grabinsky added that content without the right distribution strategy, platform optimisation or consideration for user experience simply is “not going to cut it anymore”.