05 April 2018

All about Mobile Content

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We have already discussed the need for a website suitable for mobile devices and, we recently published an article about what Mobile First is and how it affects the way in which Google is going to index content. This time, we will show you what factors you can improve when creating mobile content beyond responsive design and SEO.

Mobile content: Beyond mobile optimisation

First and foremost, there are two questions on which we must be clear: It is not sufficient to have a website adapted to mobile devices for users to select your content. Neither is it sufficient to have a fast loading speed or even to have implemented Google's AMP (Accelerate Mobile Pages). We have to consider and anticipate user experience.

Google made a video about mobile moments.

Mobile moments can be divided into 4 categories: 

  1. "I want to know"
    Informative content focussed on resolving a user's queries or concerns regarding a topic, product or service.

  2. "I want to go or to call"
    The user is looking for instructions on how to get somewhere. In this instance, it can also help to have a page on Google My Business, and have call buttons and maps embedded into the website.

  3. "I want to do"
    Tutorials, recipes, methods... Here images, videos, lists of steps are important...

  4. "I want to buy"
    The user wants to buy something, so all of the steps to be taken to achieve the transaction have to be convenient and uncomplicated.

Mobile-friendly structure

Smartphone users are increasingly knowledgeable and make more specific searches according to their needs. As such, stepping into the shoes of the user we want to direct and looking at their use of their mobile, we realise that they are searching for specific content and that we should provide the best possible material. 

Structure mobilefriendly picture

The structure of the content is fundamental. Without it, the user's view of the website is chaotic and they cannot find the information they are looking for. For the content to be useful, the structure has to be clear and concise. These are some of the aspects to consider: 

  • 3 step structure (also known as The Bite, the snack and the meal): Title, initial summary and full article.

  • Differentiated paragraphs with subtitles: Leaving the space the user requires will help them to read the content, identifying the sections with a suitable subtitle means that they can find their location within the content. Even better if we can provide a table of contents (especially in longer articles). 

  • Unjustified text: Looks tidy both on paper and on a desktop It is best avoided for content to be read on a mobile device since the proportion of text is higher and the spaces between words are too big. 

  • Create lists: Bulleted or numbered, depending on the case.

  • Economy of language: It is useful to use direct language when the content is to be read on a smartphone.The smaller screen size and speed at which the content is consumed means that it is necessary to use simple language. We can't forget that the readers are looking to find specific information.

  • F reading pattern: The F pattern, the result of eye tracking studies conducted by Nielsen illustrates the importance of where the main content should be located on a website.

  • We recommend a minimum font size of 12 and that bold text is used to highlight relevant content. 

Images and videos

It goes without saying that images are necessary for any web content, optimised with suitable compression and in high quality to attract the user. However, we can't forget video content. A report drafted by Ericsson last November estimates that, in 2023, 75% of traffic on mobile devices will be in video format. As such, this format will be necessary on any website if you want visits. 

Images and videos picture

If you do not have time to create content, our team can do it for you. Contact our Content Marketing team, and we will help you.  

About the author

clara Pi
Clara PiDigital Researcher & SEOSend e-mail

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