Have you mapped out your consumer’s mobile moments? Have you thought about the relevance of your brand in those moments during a consumer’s journey when they consult the device they look at an average of 150 times a day?
Google has begun testing its mobile-first index, which will primarily look at the mobile version of your website for its ranking signals and fall back on the desktop version when there is no mobile version. Many brands have a mobile-optimized version of their website and consider this box checked.
The significance of Google’s shift to mobile-first reaches far beyond the importance of having a mobile optimized website. Research conducted by MomentFeed found that a company’s website, especially restaurants, accounted for less than 10% of their online traffic. They are seeing 10x more activity on Google, FB and Yelp.
Google found that there has been a 2x increase in “near me” searches in the past year. Local Google, Facebook and Yelp properties are often what consumers use to find a location’s address, directions, phone number, and hours of operation. They also use them for something brands have less control over, ratings and reviews.
Restaurant brands tend to think of Yelp when they think of ratings and reviews. Today the largest number of restaurant reviews, are left on Google, followed by Facebook and Yelp trails them both.
Local properties are often ignored by multi-location brands because managing them doesn’t seem scalable. A brand with 500 locations typically gets more than 100 reviews a day and that number continues to grow, signaling new behavioral norms.
Local page management is in fact scalable. Software like MomentFeed enables brands to manage local pages and the reviews on them all in one place. For brands that aren’t resourced to manage, experienced community managers at Stellar Digital adopt the brand’s tone and persona to help manage their pages while providing actionable insights back to the brand. Responding to negative reviews shows guests that you care and can lead to them changing their review.
If you’ve got a mobile optimized website, you’re in good shape. Let us help with all of the other mobile properties consumers with intent interact with on a journey that we want to ensure leads to a visit.