Nowadays, most people view content on their smartphones.
When conducting content marketing, you must assume that your viewers will be using smartphones.
So, what are the key points to keep in mind when dealing with smartphones in the age of content marketing?
In the content market
- First open the page
- let read
- make me feel like that
Things are considered important.
So, what kind of method is needed to “first open the page”?
Related materials:
Ways to get more clicks in search results
Pay attention to the page title and number of characters
In the case of a PC search, around 30 double-byte characters such as full-width characters will be displayed as the title.
However, if this is a smartphone, it will be displayed in two lines and will wrap once around 15 characters.
Therefore, use keywords and phrases that grab the user’s attention within the first 15 characters.
Make AMP compatible Mobile searches display AMP compatible pages, but how quickly can AMP be displayed for some users? This is starting to be recognized.
Even if the titles of multiple pages are displayed in the search results that are currently open, if the AMP mark is displayed, you may be able to capture users who say, “I’ll see it right away, so I’ll try opening it now.”
Use structured data to display rich snippets
In Google search results, in addition to the normal display, rich snippets such as thumbnails and carousels may be displayed.
These are content marked up with ”
structured data
” and are much more noticeable than other search results, making them ideal for increasing click-through rates.
How to make content read?
Once you get them to open the page, you need to get them to read it.
Possible reading techniques include:
Focus on first view
The first view is important to reduce the bounce rate and exit rate after landing.
In the case of responsive design, header images for PC are usually horizontal, but when viewed on a smartphone, they are significantly reduced.
If there is text on the header image, you will hardly be able to see what is written, so you will need a strategy such as switching to a smartphone-friendly image.
Be aware of the size of one screen
Responsive design may work well on a PC, but may require a lot of scrolling when viewed on a smartphone.
While you need to consider the overall content volume, it is also important to set appropriate headings and divide the content so that it can be read at a good pace.
Be careful not to use long, unchanging sentences as this can increase the dropout rate.
Pay attention to display speed
As Google has announced speed updates, it can be said that page display speed is a guideline that leads to evaluation by smartphone users.
Heavy pages cause stress and increase abandonment rates.
Try using something like
PageSpeed Insights
to check if there are any problems with page display speed.
I think it is also necessary to support AMP.
How can I make you feel that way?
This is a ranking technique, so it depends on experience and sense rather than SEO.
summary
When doing content marketing, you tend to create long pages. There may also be cases where images are used extensively, such as on LPs.
Long text or heavy use of images is not good content if it becomes difficult to read or causes fatigue and stress when the screen width is expanded to a smartphone.
When the content is completed, it is necessary to have many users actually view it on their smartphones and improve it while getting confirmation and reviews.