It’s time to shift gears.
Trust me when I say just being mobile-centric is not enough to drive traffic to your site.
With the Millennial population reaching miracle proportions, it’s equally important for you and your neighboring sites to have millennially-aligned strategies baked into your sites right from day one, if traction and traffic is your topmost agenda.
And yes, don’t forget Millennials are top smartphone users and are spending more and more time on the mobile web. The penetration is highest amongst Millennials aged 18-24, 98% of whom own smartphones. Right on their heels are Millennials aged 25-34 with 97% ownership rate.
Another important thing to take note of is that Millennials are not just using smartphones for messaging purposes or sending emails, they are also using it for mobile shopping at home and for in-store shopping as well. In fact, 86% of Millennials are using mobiles for in-store shopping.
According to emarketer.com, 21% of the older Millennials (23-34) use their mobile devices to make at least one purchase a week, 14% makes one purchase every month, while 15% uses it to make purchases multiple times in a day.
Now the question is how to make your mobile SEO optimized site millennial-friendly as well, which in turn makes sure that Millennials stay put on your website instead of jumping over to competitor sites?
For one, have a responsive website. Here are the other key things to consider if you wish to draw more and more Millennials to your mobile site:
#1 Apply Mobile-Centric Strategies Full On
The mobile strategy should be front and center in your business strategy given that the number of mobile phone users is expected to cross five billion by 2019.
Tips to make your mobile optimized site millennial-friendly:
Use the Mobile Usability tool to check your site and also to overview posts and pages that don’t follow Google mobile-friendly rules.
Another tool to consider is PageSpeed Insights. The tool tells you how fast your site loads on mobile and desktop. On top of it, the tool also suggests performance-improving enhancements.
You can also use this free Google tool to test website’s mobile readiness.
#2 Go Responsive At All Costs
As it turns out, business owners have three options to choose from while developing a mobile site: Responsive Design, Dynamic serving and a separate site on a subdomain.
If anything, only a responsive design is millennial-friendly. How? Because a responsive website helps you access web pages via mobile.
More than anything else, a responsive design will make your site eligible for addition to the new mobile-first index. However, you need to make sure that Google also knows your website is mobile-proofed. For that, you need to add the meta name=“viewport” declaration in the head of your documents.
<meta name=”viewport” content=”width=device-width, initial-scale=1.0″>
For more information on viewport implementation, check out this page.
#3 Implement Voice-driven Mobile Search No Matter What
According to a survey report from Walker Sands, 43% of Millennials made purchases using voice last year.
The survey covered 1600 adult US consumers, of which 16% said they owned an Echo, 6% owned a Google Home and 2% owned more than one Voice Assistant device.
What’s more, 20% of US consumers intend to purchase one of these devices in 2018.
Further, as per Mary Meeker’s annual trend report, one in five searches on Android devices in the US will be voice activated.
Sure enough, voice search is picking up steam. But then, are consumers really happy using this gen-next search?
According to a recent study conducted by Stone Temple Consulting, users of voice search expect answers to appear directly on the web page instead of directing them to the website or another app for answers.
I know what you are thinking now.
How to make voice-related search queries appear directly on the web page now?
Simple. Go after *Featured Snippets* or in other words *Google’s Answer Box.*
Referred to as Position Zero, featured snippets are parts of those search results that are read aloud during the voice search. They appear directly on Google page, as voice users expect, and are positioned at the top of the SERPs in a box, and more often than not, link back to the source of the answer.
According to Stone Temple Consulting’s study, of the 1.4 million Google queries nearly 30% showed Featured Snippets. So that means that if your website fails to update its mobile SEO strategies and, more importantly, forgets to include Featured Snippets in the web content, be assured, your site will lose its competitive touch, which in turn may affect its rankings.
So the point is: Having the right Meta description and title tags is just one part of mobile SEO. You need to optimize for *position zero* as well if you want your content to be read aloud by Voice Assistants.
The question then is how to write featured snippets that meet Google standards?
Use natural language coupled with long tail keywords that match the user’s conversational tone. Also, try using lists, tables, graphs and embedded images. Further, you can try creating content in Q & A format. Creating content in the above-mentioned formats will give you a fair chance of showing up in position zero.
Consider the 5Ws principle while writing for Voice Search as well:
Conversational searches focus on classic 5Ws: who, what, when, where, why and how.
Here are few examples to take note of:
• Who was the leading player of last FIFA World Cup?
• What was the theme song of FIFA World Cup 2016?
• When was it held?
• Where Is FIFA World Cup 2018?
• Why was the format of the World Cup changed?
• How to get tickets for the next World Cup?
Come up with such questions that people might ask related to your product and services and write content that answers them.
More to the point, try using these tools to scope out questions that people could be asking for a particular keyword:
#4 Put Your Video-Friendly Side on Display
According to thinkwithgoogle, 2.7X Millennials, when learning something, are likelier to watch a YouTube video than reading a book. Nearly 59% of Millennial dads look for videos about baby health. And it’s also being said this group is more focused while watching YouTube videos on smartphones than on TV.
Long story short: Start working on your videos as well, before it gets too late.
As per the annual Acumen Report, some of the main reasons why Millennials watch video include: boredom killer / time filler (77%), keep up with shows, sports, celebrities (63%), stress relief / wind-down (61%), stay up-to-date on latest videos / events (60%), time with others / family time (58%), mood lifter / changer (57%).
Types of video content that may drive Millennials to your website:
Demo videos: Nearly 85% of Millennials watch demo videos.
Customer testimonial videos: 69% of Millennials watch videos on customer testimonials.
Animated explainer videos: Such videos accelerate sales and conversions, boost SEO, create social buzz, generate brand awareness and more.
Product feature videos: People like to see what they are buying before they decide to spend money. And product videos are a great way to show people what they are actually getting into.
#5 Develop Progressive Web apps to Show The Extent of your Mobile Progress
Remember what I said earlier: Millennials believe in *instant gratification.*
So if your website is a slow coach, that is if it takes more than 3 seconds to load, be assured, the Millennial population will jump over to the competitor’s site just for that (big) reason.
This is where progressive web apps could come to your website’s rescue.
According to thinkwithgoogle, PWAs are becoming the new standard in web interactions. These web apps are offering the best web experience possible to users on mobile. Yes, you read that right! PWAs use the web to deliver app-like experiences on mobile.
The biggest plus is that it loads faster on all browsers, be it Chrome or Safari, and uses fewer data. More to the point, you don’t have to download it from the app stores. In fact, you can download it directly from the site itself.
The bottom line: PWA acts as the best alternative option for marketers.
A couple of things to consider if you wish to drive traffic to your mobile website via PWAs:
You can install PWAs on the home screen of your mobile. But then, you need to tactfully request the user to install the icon, so that it doesn’t look like an deliberate intrusion from your end.
#6 Optimize Social Media for Mobile to Reach Millennials Directly
As per MarketingLand report, 80% of social media time is spent on mobile. Nearly 55% of them access their profile pages and other pages on Facebook and other social media channels. So it has become more important now than ever to integrate a mobile-friendly component of social media with SEO as well.
Here are some ways to integrate mobile social media with mobile SEO:
#7 Additional SEO Musts To Implement
Some more SEO musts when working on mobile SEO targeted at Millennials:
• Conduct rigorous mobile website tests to make sure that your pages don’t compromise on loading speed. Remember: a Millennial won’t wait more than 3 seconds for the page to load.
• Avoid interstitial pop-ups, especially if they appear the moment users open their web page. Google penalizes pages that push interstitial pop-ups.
• Create an effective web analytics dashboard, which enables you to review data on regular basis.
Get connected with top SEO companies to get your website optimized for mobile Millennial-centric audience.
The age of hyper-connected, tech-savvy Millennials is here – a population that wants to be connected anywhere and anytime. Meaning they have a low tolerance level for poor enterprise technology.
To cut to the chase, if you want your start-ups and eCommerce sites to do a thriving business in the years to come, get going and gear up for the Millennial onslaught with above-mentioned technologies.
Do you have other ideas for targeting Millennials on mobile? Go on and share your thoughts in comments.
Note: The opinions expressed in this article are the views of the author, and not necessarily the views of Caphyon, its staff, or its partners.