How to develop and optimise your content post 'Mobilegeddon'

Google have updated their search algorithms numerous times since the year 2000 all to work towards their mission statement “to organize the world’s information and make it universally accessible and useful”. The most recent Google algorithm update – The Mobile Update aka Mobilegeddon now favours websites that are mobile friendly and are optimised for mobile handsets. The various updates have worked towards delivering content that is relevant and informational to the person using the search engine and marketers have had to adapt their digital marketing strategies to keep up with their updates

The big need following on from all of these updates is to optimise content on your websites and digital channels to help boost your search engine rankings (what position your page is in an organic search).

There are various ways to do this and Google offers some advice and tips here: . There are some key things however that need to be taken into account when optimising your content for marketing and search engines.

1)      Do a keyword search    Recognise the search terms that potential customers and people are using when looking for your product or service or even information about you. These keywords are valuable to know as you can tailor your content to include these keywords on your website.

2)      Do a content audit   Search for all web pages that you own and ones that you don’t know and check to see whether or not the content contains the keywords that you want to be searched for. If they don’t, change it. Contact website owners and ask to have your company details updated, remove old links to your previous websites and ensure that all the content they have about you is correct. If the information is incorrect on your website, check you have the right company address, you’ve removed ex-employees and any content that does not support your keyword search terms.

3)      Make sure your content is consistent across all digital channels Google’s Digibots go through millions and millions of web pages every day scanning the content and associated links feeding back the content they have found about you to boost your rankings. Simple things such as different ways of spelling a name can all affect the search engine rankings. The best thing to do is keep things the same across all digital channels as much as possible.

4)      Develop a content plan  Google loves fresh new content and its digibots will keep coming back to your website if you update your content regularly. Develop a simple content plan that uses consistent messaging with content on your website, but add new landing pages, add new offers and promotions, update your events calendar or even add industry news if you don’t have anything to say about yourself. The important thing is to keep adding new content.

5)      Consider other forms of content that can be produced alongside what is on your website Content in all shapes and forms about you is a good thing! Learn to love it! Develop blogs and e-books, as well as infographics, videos, animations, white papers, research reports, use social media, the list is literally endless and all will go towards boosting your search engine rankings

6)      Make sure website is mobile friendly   As mentioned before, Googles latest update in April 2015 now means that the search engine favours mobile friendly websites as opposed to slower desktop designed sites. Ensure your pages are responsive in design and optimised for a mobile first experience otherwise no matter how good your content is it will never be as high as your competitor who has a mobile optimised site.

For more information as to how The Purple agency can help you optimise your contact contact

Holly Waite

Holly works in the business development and marketing team, helping to drive Purple's new business strategy. She has worked with Purple for over two years and supports Purple's teams in delivering engaging experiences for our clients.