Mobile Marketing

#Mobilegeddon Update: Mobile Traffic Down 10-12%


The first #mobilegeddon statistics are in and they're compelling:

Since Google's mobile-friendly update, mobile traffic is down 10-12% for businesses that have not made their website mobile-friendly.

Alchemy PR shared the upcoming Google changes to its search algorithm that provides businesses with mobile-friendly websites higher rankings in mobile search. Google also did something unusual: they announced the update well in advance to encourage business owners to make their website mobile-friendly and easier to upload and use on smaller, mobile devices. Google also provides a free tool to check if your site is mobile-friendly: see if your website is mobile-friendly here. Mobile-friendly design is called responsive design, meaning the website is easy to read and navigate on different platforms including mobile phones and tablets.

Recently Microsoft announced that Bing has also made changes to their search algorithm to favor mobile-friendly sites.

Year-to-year analysis of search results is staggering:

According to USAToday, "proof that those warnings were legitimate came in the form of a new report from Adobe that said firms that didn't update saw 10% of their mobile traffic disappear year-over-year." Adobe's report reached this conclusion by monitoring over 489 billion ad impressions on Google, Bing, Yahoo and other websites.

decrease in website views #mobilegeddon
decrease in website views #mobilegeddon

Bloomberg reports businesses saw up to a 12% decrease in traffic in the 2 months after the Google update; and that according to US Small Business Administration over 90% of small business websites are not mobile-friendly.

Can Your Business Afford to Lose over 10% of Mobile Traffic?

You built a website and a blog to help people find your business online. If your website is not mobile-friendly, you are losing traffic and money because search engines are not showing your business in results.

For More Information on Making Your Website Mobile-Friendy Alchemy Communications: Is Your Website Mobile-Friendly? Why It Matters to Small Business and Non-Profits PRNewswire: 5 Ways Small Business Can Shift to Responsive Design

Kathryn Bechthold CEO Alchemy Communications
Kathryn Bechthold CEO Alchemy Communications

author: Kathryn Bechthold, Communications expert in Calgary, AB. Owner/CEO of Alchemy Communications Inc.

Is Your Website Mobile-Friendly? Why It Matters to Small Business and NonProfits


Get on board with the update asap ’cause Google’s mobile-friendly update is rolling out like a freight train.

~ Marvin Russell, CEO,

Starting April 21, Google has announced that their search algorithm will consider whether a website is mobile-friendly, and mobile-friendliness will significantly impact search results. Small businesses and nonprofit organizations should be paying attention for two reasons:

  • Google's update will heavily favor mobile-friendly sites in search results. If your website is not mobile-friendly, Google will rank your site lower in search results, and your site traffic could decrease. According to Google, 48% of mobile internet users start in search. That means on average 48% of your website's traffic comes from mobile search - your business' mobile traffic could be higher, or lower.
  • Google has announced this algorithm update in advance to give small business a chance to prepare. It is very unusual for Google to announce changes to their search algorithms in advance - typically SEO experts spend days if not weeks after each Google algorithm update trying to determine the impact of an update, and how to change their websites and content.

It is believed Google's update will impact smartphones, not tablets or desktops - this means Google's says mobile-friendly means smartphone-friendly, and impacts searches conducted on smartphones, not on desktops. Google's stated goal is to make information accessible and useful, and since so many searches are conducted on mobile - and the percentage grows every year - Google believes mobile-friendly websites are significantly more useful than mobile unfriendly sites.

How can you prepare for Google's new mobile-friendly update?

As a small business owner or a nonprofit organization, there are steps you can take to prepare for the Google Mobile-Friendly Update:

1.  Find out if your website is mobile-friendly.Google's Mobile Friendly Test will tell you if your website is mobile friendly - or not. Just enter your website URL, press ANALYZE, and you'll find out in about 30 seconds if your site is mobile-friendly.

Google mobile friendly test
Google mobile friendly test

2. How much traffic does your website get from mobile search?Google Analytics: Audience > Mobile > Overview gives a breakdown of desktop v mobile v tablet traffic, so you can know if 75%, or 5% of your traffic comes from mobile search.


Once you know if your website is mobile-friendly, and what amount of your website traffic comes from mobile search, you then have enough information to make a decision:

√ my website is mobile-friendly and prepared for the April 21 Google update


√ my website is not mobile-friendly and I need to make changes to my website

If your website is not mobile-friendly, the two tests you performed above, combined with your business goals for 2015, will help you decide if you need to make changes to your website now, before April 21, or if you can add updating your website to your ongoing list of business priorities. Only you can understand and decide if mobile friendliness is important to the success of your business or non-profit.

For More Information on Google's Mobile-Friendly Algorithm Update
Search Engine Journal: The Small Business Owner’s Guide to Google’s April 21 Mobile-Friendly Algorithm Update
Fundraising Pulse: Google's Algorithm is changing: 3 Prep Steps Nonprofit Websites Can Take

Holiday Social Marketing Trends and Statistics for 2014


It's time to start planning your holiday campaigns. Small business and nonprofits have unique online marketing opportunities and challenges during the holidays.

10 Holiday Marketing Statistics for 2014

    • the primary goal for 62 percent of marketers this holiday season is driving sales and extending brand reach ~ Media Bistro
    • in 2013, the average number of visits to inbound ecommerce websites on Cyber Monday grew 102% ~ HubSpot
    • 25% of shoppers used YouTube to search for a video related to a product they’re considering ~ e-Strategy Trends
    • In 2013, comScore estimated Cyber Monday spending at more than $1.7 billion ~ MarketingLand
    • the average shopper will do 44.4 percent of his/her shopping online this holiday season ~ NRF
    • Super Saturday - December 20 - will be the heaviest sales and traffic days ~ ShopperTrak
    • Last year, consumers spent $5.7 billion at independent retailers on Small Business Saturday ~ Constant Contact
    • 92% of marketers expect to spend the majority of their social marketing budget on Facebook ~ Marketing TechBlog
    • 67 percent of companies plan to spend more on social media in the 2014 holiday season ~ Offerpop
    • Survey: Social Media To Influence Half Of Holiday Shoppers ~ MarketingLand

This infographic from tells the holiday social marketing stats:

For More Holiday Mobile Marketing Information
Offerpop: Research Report: Top Holiday Marketing Trends for 2014
HubSpot: Top Holiday Social Media Trends for 2014

Animated Infographics: Telling Your Story with Data, Images and Movement


Infographics take complicated data and information and visualize it in images and graphics that the viewer can understand and remember. Infographics That Deliver shares some powerful statistics that will convince every small business and nonprofits that infographics are a powerful tool that should be part of your communication strategy. By introducing movement, animated infographics tell a story and can hold a viewers attention longer than a static infographic because it conveys information through images with movement and sound. Sometimes called video or motion infographics, animated infographics may also allow the viewer to interact with and personalize the infographic in a fun and engaging way. Animated infographics are particularly beneficial in presenting dry data in a light, entertaining format.

Animated infographics combine the benefits of infographics and video:
visualized data + movement + sound

Marketing Benefits of Animated Infographics

  • capture and engage viewer attention when there is a lot of "noise" in marketing and viewer attention spans seem to be getting shorter
  • highly searchable and strong SEO benefits: online videos can increase a site's chances of reaching page 1 of Google by 53% (Forrester Research)
  • by engaging viewers longer, animated infographics encourage viewers to stay on your site longer, and convert more traffic to sales
  • when published on YouTube, animated infographics have all the benefits of video marketing: YouTube gets over 4,000,000,000 views per day and is the #2 search engine after Google
  • highly shareable: even when the viewer is not interested in the subject, animated infographics are shared on Facebook, Twitter, Pinterest, YouTube and other social media sites because they are "cool" or "fun"

Animated Infographic on Inbound Marketing


A well-designed and executed animated infographic can enhance your brand and direct traffic to your site to engage viewers, communicate difficult or dry data in an understandable format, so that viewers willremember the information longer.

For More Information
Understanding Graphics: Communicating With Animated Infographics
Vimeo: Statistics on Video Marketing

Infographics That Deliver: A Picture Worth a Thousand Words


Complex, technical and statistical data is difficult to read and comprehend. Newspapers frequently visually depict complex data in informational graphics:

  • weather maps and forecasts
  • piecharts report election data
  • financial charts on the stock market
  • graphs show income, housing or population trends

Informational graphics called infographics are an ideal way for small businesses and nonprofits to communicate complex data to their audience. Your data is translated into visual content with compelling images that your viewers can easily read, comprehend and share. Visual content is highly ranked on social media: a quality infographic can increase your SEO efforts and target traffic to your website. There is a 12% average increase in site traffic after publishing an infographic. Social media uses infographics to share visual cues of complicated information. A few more facts:

  • 90% of information transmitted to the brain is visual
  • most people only remember 20% of what they read
  • 65% of the population are visual learners
  • search volume for infographics increased 800% in the last 2 years

Marketers use two types of infographics: static and animated, based on target audience and budget:

  1. Static infographics are used in blog content, posters, annual reports, brochures and email campaigns.
  2. Animated infographics use action, movement and sound to make infographic videos and can also be interactive, which encourages readers to spend more time engaging with your infographic. Mobile users have increased the popularity of animated infographics due to their portability and shareability.

Infographics are a powerful tool that should be a vital part of every small business and nonprofits communication strategy. 

Check out this infographic from Ubounce: Why Do Infographics Make Great Marketing Tools? 

Ubounce: Why Do Infographics Make Great Marketing Tools?

For More Information Social Media Today: Go Visual: Increasing Your Brand Authority with Infographics