What Punk Culture Can Teach Us About Effective Marketing

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As a self-proclaimed punk, marketing tends to leave a sour taste in my mouth. An overwhelming amount comes off as manipulative, over-sanitized, and greedy, which is about as far from punk values as you can get. However, I’m a member of the marketing industry myself, so it can’t be all bad…right? 

Many businesses will do anything to make a quick buck, but my existence as a punk marketer proves that effective marketing doesn’t need to focus purely on profit or rely on unethical practices to drive sales. “Effective” is a subjective term, with as many meanings as there are people in the world, but I believe there’s more to effectiveness than financial gains alone. Truly effective marketing is able to connect with its audience on a genuine and personal level, building a rapport that fosters long-term loyalty and support. 

This is no easy task, but looking at marketing through the lens of punk culture can make the feat much less daunting. Personally connecting with your audience requires a level of humility and authenticity, which is the bread and butter of punk culture. At its heart, punk is about staying true to your core identity, so understanding the culture’s root principles is invaluable to creating an effective marketing strategy that resonates with your audience. 

The Foundation of Punk Culture

“Punk” isn’t the most well-defined term, and there are a lot of misconceptions as a result. One of the most common assumptions about punk is that its members are aggressive, destructive, and rebellious, but that’s an inaccurate representation. Punk culture was founded on the idea of injecting passion and authenticity into everything you do; core values that still define the culture today. 

Punk music emerged during the 1970s, in direct opposition to the overly-manicured, generic, and increasingly corporate mainstream music of the time. Punks disapproved of the shift from passion to profit, hating how the industry had started pandering to the masses, and aimed to maintain a sense of authenticity in their own music. To distance themselves from the marketability of mainstream music, punk was grounded, passionate, and a little rough around the edges, and this naturally led to a tight-knit community culture. Musicians were connected with their music, listeners were connected with the musicians, and punk culture as a whole was connected by a distaste for an otherwise hollow-feeling industry.

Over time, the newly empty nature of corporate culture spread, and it was infuriating. The focus on money above all else was becoming near unavoidable, so punk culture adapted accordingly. What started as a small community of musicians and their fans slowly grew into a united group that refused to be treated as a dollar sign, and the seeds of distrust towards corporate culture grew alongside it. Punks never did, and still don’t, hate capitalism at its core. They’re simply frustrated with what business has become, longing for a sense of connection and belonging in a world that’s otherwise purely transactional. 

Are the pieces coming together yet?

Punk Marketing is Effective Marketing

Punk is ultimately a culture formed for authentic connection, so building a marketing strategy around punk values is a great way to make this same kind of connection with consumers. Punk is a never-ending rabbit hole of expansive and nuanced beliefs, but the vast majority of these beliefs fall under three issues with corporate culture: exploitation, inauthenticity, and mass pandering. Understanding and avoiding these elements won’t necessarily guarantee effective marketing, but they’re a great place to start. Below are a few important rules to remember when developing punk-style marketing to connect with consumers.

Don’t Prey On Your Audience

Believe it or not, consumers aren’t stupid. Even if they fall for a marketing trick, they usually know they’re being manipulated, and that’s no way to earn their trust. But what counts as “preying” on an audience? Where’s the line between harmless influence and malicious persuasion? Punks have developed a particularly keen eye for exploitation to keep their culture pure, so looking through the lens of punk culture can make it much easier to spot. 

When it comes to marketing, one of the biggest red flags is unnecessary and overwhelming negative emotion. Negativity isn’t completely off-limits in effective marketing – even punk bands use feelings of anger and disappointment to make their point – but that negativity needs to have a clear purpose. This purpose can take any number of forms, but it needs to be enough to offset the negativity and leave your audience with a feeling of satisfaction. In the case of punk, that means using anger as a way to inspire listeners and leave them with an underlying feeling of hope, as opposed to riling them up just for the sake of it. 

In contrast, consider how the beauty industry approaches negativity. Much of beauty marketing relies on feelings of shame and inadequacy, framing a purchase as the only way to solve a problem. Embarrassed by aging? Buy our anti-wrinkle cream. Horrendous acne stunting your social life? Just use our product for a few years. Even makeup is marketed as a cure for ugliness, rather than a way to enhance your look. Beauty marketing doesn’t aim to inspire the consumer and earn their support, like effective marketing should. Instead, the industry preys on their audience, intentionally stirring up negative emotions to compel a purchase. And without anything to offset the crushing weight of insecurity, this is the epitome of audience exploitation. 

If you want to connect with your audience, take the punk approach and treat them as something more than a means to an end. While working on your own marketing strategy, think about the emotions you’re trying to evoke. When negative feelings are unavoidable, make sure your audience feels something else to overwhelm that negativity. If a consumer feels worse after viewing your marketing, then you’re doing it wrong. An unhappy audience is an exploited one, and that’s no way to form lasting relationships. 

Show Off Your Passion

Punks want to support people who care about their work beyond a financial incentive, and effective marketing works off a similar idea. Think about the businesses you’re personally most loyal to. Chances are you’d support them even if their prices went up or their services changed, but why? Quality products and constant deals are great for fostering transactional relationships, but effective marketing needs a little something more. If you truly want to connect with your audience, they need a reason to stick around other than your product, and letting your passion show is a great way to start.

But how do you actually do that? The most effective way is to focus your marketing strategy on the “why” of your brand over the “what,” giving your passion the space to naturally shine through. The objective facts about your business are good for pushing sales, but the emotional “why” is what an audience will really connect with. Apple is a company that does this really well. Historically, Apple fans have been far more loyal than those of other tech companies, and this is largely due to the way they frame their company. Instead of focusing on their products, Apple has positioned itself at the forefront of technological progress, and this passion for innovation is what draws in their loyal audience. 

However, there’s another lesson to learn from Apple’s marketing – If your passion is inauthentic, then it’s worthless. There are still plenty of Apple purists out there, but the fanbase isn’t nearly as solid as it used to be. More and more Apple fans have left for other companies over the years, and that loss of loyalty can be directly tied to Apple’s loss of passion. The company is no longer pushing the envelope or advancing the industry in any way, so their claims of innovation have become meaningless. Apple’s advantages have slowly shifted down to the product level, the “what” of their business, so it’s no surprise that their audience is starting to lose interest. This transactional appeal leaves nothing for consumers to connect with on a personal level, making it much easier for Apple fans to justify leaving. 

No one feels connected to a purchase on its own. It’s the surrounding circumstances that make buying something special, so effective marketing requires something beyond transactional appeal. Advertising your product or service in some capacity is important, but it’s even more important that you don’t get caught up in it. While the financial aspect of a business can’t be overlooked, it shouldn’t be the main focus of your marketing. Leave some breathing room for your identity to shine, and the core passions of your business will show through. Let your audience see what really makes your business tick, and they’re sure to respond.

Embrace Imperfection

Punk is often dirty, raw, and unsanitized, but that’s not for the sake of it. The world is a little grimy and imperfect, so embracing these elements of life helps to ground punk in reality and makes the culture easier to relate to. Naturally, then, imperfection is also a key element of effective marketing. It can be tempting to cover up every tiny blemish with a picture-perfect, cookie-cutter brand, but perceived flaws can actually give your business a sense of humanity that’s far more conducive to audience connection. 

It’s understandable why so many businesses aim for a squeaky-clean brand image. Consumers can be touchy, and they have the potential to run at the first sign of anything negative. Perfection is a way to minimize that danger, by covering up anything that might drive away a customer. However, this risk-averse strategy can feel very empty to your audience, making it difficult to form a real connection with them. The key to effective marketing is walking the line of desirability, effectively working to find the sweet spot between risk and audience connection. This ideal balance is slightly different for each business, but it generally means acknowledging your flaws and actively working to improve them, while avoiding the temptation to sweep everything under the rug and pretend your problems don’t exist. 

Starbucks is a business that does this really well. They own up to their imperfections – be it lackluster diversity, deceiving drink names, controversial holiday imagery, or anything in between – and this is why so many people feel personally connected with the brand. Their transparency shows that the business isn’t afraid to lose a few bucks here and there in the interest of improvement, giving Starbucks a relatable sense of depth that would otherwise be absent. It’s an excellent show of good faith, and this kind of non-transactional, genuine relationship with their audience is exactly what’s so attractive to their loyal fans.

Every business has flaws, and it’s pointless to cover them up. Perfection is unattainable, so a flawless business often feels fake and empty. To give your audience something real to latch onto, it’s vital you acknowledge your imperfections. Don’t deny your weaknesses, and be sure to address any issues that may come up. If you embrace your flaws and learn from your mistakes, your audience will thank you.

Learn To Love “Failure”

In an industry that speaks in numbers, punk-style marketing might seem like a failure.

And that’s okay. 

Shifting your focus away from pure profit could potentially decrease short-term revenue, and that might seem like an immediate red flag. The marketing industry is built around quantitative statistics, so it’s natural to worry when your numbers start to drop. However, it’s important to recognize the trade off and stand your ground. A decrease in revenue doesn’t have to mean a net loss, since you’ll more than make up for it with a growing audience of dedicated consumers. 

If your marketing is a “failure” in traditional terms, that’s okay. Punk-style marketing has a different goal, so its measurement of success is different, too. It all comes down to what you consider “effective” marketing and where you place the most value. If you want your marketing to work, step back and assess your priorities. Financial gain is great, but is it your only metric of success? Is it really worth giving up on personal connection just to make a few extra bucks?

If you’re ready to embrace effective, punk-style marketing, it’s time to love “failure.” Because punks know it better than anyone – some things just can’t be measured in cash.

4 Facebook Ads Best Practices For Images

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Facebook advertising is currently one of the most popular ways to advertise. Why is that? Because, if you know how to create Facebook ad images that drive traffic to your primary business goal, they can be insanely effective. 

This article contains four best practices for creating and selecting Facebook ads images that will be creative and effective. In running large amounts of Facebook ads each year for our clients here at GCommerce Solutions, we took a look at the top performing Facebook ad images from the previous year to determine not only which types are performing well, but also the actual data that proves these best practices to be true.

Official Ad Best Practices From Facebook

  1. Opt into Facebook Campaign Budget Optimization

Campaign budget optimization (CBO) automatically manages your budget to allow for the best results. Daily budgets or lifetime budgets can be set for Facebook Ads campaigns, depending on your needs and how much you want to specify in your budget.

  1. Opt into Detailed Targeting Expansion

Detailed targeting expansion provides access for Facebook to reach a broader group of people than what you define in your targeting selections. Facebook is then able to make updates that reflect any findings for better performance outside of the defined targeting selections. 

  1. Opt into Automatic Placements for Facebook Ads

Automatic placements through Facebook increase ad exposure to best utilize the campaign’s budget. Depending on the settings of your campaign, automatic placements allow Facebook to expand the different channels your ads can be seen on. 

  1. Manage Your Facebook Ads’ Creative Fatigue

Creative fatigue is the result of your audience seeing the same images or videos too many times across your ads. This can lead to negative impacts such as lower engagement.

It is important to note some of Facebook’s general ad best practices to keep in mind before choosing your images. However, it may not always be enough to simply follow the ad best practices provided by Facebook. For example, utilizing budget optimization and automatic placements does not always lead to better results without also optimizing your ad images.

4 Facebook Ad Image Best Practices

1. Highlight Your Hotel’s Amenities In Facebook Ads

Does your property have a unique pool? Easy access to the beach? Beautiful surrounding scenery? Highlight it! It’s not always the rooms that drive guests to a specific hotel. In our research, ads with images of pools received a 30% higher CTR and 134% more clicks than non-pool ads running side by side.

2. Show Off Your Hotel’s Activities

Potential guests like to see what they will be able to do in the area while they are staying at your property. By highlighting things to do in your hotel’s Facebook ad images, these future guests can get a glimpse of activities that happen around the area. Based on our research, ad images that focus on activities have 154% higher engagement than ads with other images running within the same campaign.

3. Eat With Your Eyes

Whether a breakfast deal or various types of on-site dining, food sells. Posts that are about various restaurants where the focus of the ad is on the food itself drive guests to want to visit the restaurant. Outside shots of the restaurants are nice to add, but those focused on the food itself perform better. These food focused ad images have a 50% higher reach than those that aren’t food focused when run at the same time, side-by-side.

4. Don’t Keep the Property a Mystery

Having Facebook ads images that focus on the outside of the property can be eye catching and intriguing for potential guests. By seeing these types of images, guests are driven to the property’s website to learn more about where it is located, which can then result in them wanting to visit and stay at that property. These ads that focus on the outside images of the property have an 88% higher amount of clicks and a 35% higher CTR than ads with other images that are running within the same Facebook Ads campaign.

Hopefully this has provided a better understanding of what types of images perform well for Facebook ads for your hotel. Remember that not all best practices are the same across the board, so it is important to test and analyze what does well for you and among your audiences. And don’t be afraid to test new images for new campaigns – you never know what may perform well for you! Contact us today to get started on your Facebook advertising strategy!

How GCommerce's Programmatic Bidding Strategies Benefit Our Hotel Clients

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If there is one thing that is absolute in the hospitality internet marketing world, it’s that we must constantly be testing, analyzing, implementing changes (or not) based on test data, and testing some more.

GCommerce utilizes programmatic bid optimization for paid search marketing, which is now a must in a world of constant changes and bid management. Programmatic bidding allows bid adjustments throughout the day and uses data based on previous days data. For an individual to be able to delve into the performance and history of a specific keyword would take hours to be able to optimize an account of 100+ keywords, multiply this by 10 or more clients a day and there is now no time for other important client optimizations.

Programmatic bidding is not just a set-and-forget machine learning tool. If you use programmatic bid optimization you must make sure that you are making the most of it and getting the best results possible for clients. How do you do this? Test. Analyze. Implement (or not). Test Again.

Earlier this year, I ran a test on a sample of clients using a different bid strategy model to see if client performance could benefit from it. It wasn’t that the current automated bid strategy wasn’t working, it was based on the idea that we always want to improve our results, therefore we test different theories and strategies.

This particular test yielded some pretty significant results:

Due to the seasonality of our clients, the best data to gather is to compare year over year with a significant amount of time. Using a date range of 6 months of data, here is what we found:

  • Average CPC’s increased 1%
  • Reservations increased 89%
  • Revenue increased 100%

When comparing to GCommerce’s entire hospitality paid search marketing portfolio, here is what we found:

  • Average CPC’s increased at a much lower rate
  • Reservations increased at a much higher rate
  • Revenue also increased at a much higher rate
Programmatic bidding strategies performance

Rising CPC’s are a constant battle in the paid search marketing world. At GCommerce Solutions, our hospitality internet marketing teams are constantly optimizing paid search campaigns to help decrease this metric as best as we can. After reviewing performance across GCommerce’s entire portfolio, I found that, on average, GCommerce clients experienced an increase of 4% in average CPC’s during the same time period. This leads to a conclusion that our clients and the hotel industry continue to see ever-increasing rise in CPC’s across the board in order to compete in the SERP. But the fact that we have been able to slow it down while ramping up reservations and revenue is a huge win.

After pulling all of the data and seeing such clear results, it was obvious that it was in our clients’ best interest to switch gears on our overall strategy to best reach our KPI (key performance indicator) goals and maximize their spend. So we did.

What is Structured Data? A Guide for Hotels

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Definition of Structured Data

"refers to information with a high degree of organization, such that inclusion in a relational database is seamless and readily searchable by simple, straightforward search engine algorithms or other search operations."

But what exactly does that mean and how does it apply to hotels? In order to best describe Structured Data, it is probably easiest to start with examples.

Structured Data Examples

If we do a Google Search for "spinach and artichoke dip", the first thing on the result page is a list of ingredients and instructions on how to make it:

Recipe-Example-1024x770

That formatted list of ingredients and instructions is a pretty straightforward example, but what about more complex, personal details to your gmail account? If you do a Google Search for "my previous flights" - so long as you have flight info in an @gmail.com account and you are logged in, you should see every flight and details that are in your gmail account displayed in the search result page for Google:

We can also click into those details and see specific information about the flight that is listed:

My-Previous-Flights-Example-2

We can see the same information on hotels if we do a "my previous hotels" search in Google:

My-Previous-Hotel-Reservations-Example-1024x503

The question then becomes, how does Google take recipe information from a website or flight and hotel data from your gmail account and display those details in a clean table in the search results? The answer is that the data is organized in a way that inclusion in a relational database is seamless. In other words, it is Structured Data.

We can markup data on a hotel's website in a similar fashion so that necessary elements for a hotel are present so that inclusion in relational database is seamless. An example of how this is done can be seen on this page here.

On the right side of that page, we can see that there are different types of data marked up. Website, Hotel, Hotel Room, and Organization. We can click into each of those sections and Google will display all of the data that is marked up for us to view:

Schema-Example-1

However, this is how it looks within the code of your website:

Schema-Example-2

What is important to note here is that the Structured Data markup is not actually meant for the audience of your website, it is meant for bots and spiders that crawl the internet to aggregate information for users in other platforms (Google, Bing, TripAdvisor, Yelp, etc.)

How Does Structured Data Impact Organic Performance

While Google has said that Structured Data is not a ranking factor, they have stated that it helps the engine better understand the content on your pages and there is evidence that it helps provide additional information to the end user, which can increase CTR. CTR is correlated with higher rankings in search engines and a higher CTR can help move rankings up in Organic Results, which would lead to a higher CTR, higher rankings, and so on.

Our goal here is to create a positive feedback loop that starts by providing more information to the end user and contributes to higher rankings with higher CTRs.

Get Ahead of Competition

From the limited tests that we have run, we see that the vast majority of hotels are not currently utilizing Structured Data. As Google has confirmed benefits of having it on a website, this is a great opportunity to get in front of competitors.

Impact Positive Performance On Your Site

So far, clients that have implemented structured data have seen some positive improvements to organic search traffic and we encourage our clients to implement Structured Data for improved website performance.

Contact GCommerce today for more information on implementing structured data to your hotel’s website.

Google Page Speed Update: Will Your Hotel's Website Be Impacted?

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GOOGLE’S PAGE SPEED UPDATE IS NOW ROLLING OUT TO ALL USERS

Search Engine Land and our agency Google representative have confirmed that Google’s Page Speed Update is now being released to all users.  As of July 9th, 2018, Google “has begun incorporating the new Speed Update algorithm in the mobile search results as a search ranking factor”.

Google has confirmed that right now, the update “only impacts the slowest of sites on the internet”. But….what does Google consider slow or the slowest in terms of mobile site speed? Our Google agency representative stated that RANK COULD BE AFFECTED FOR PAGES THAT LOAD SLOWER THAN 3-4 SECONDS. In addition to page rank and organic performance, it’s also important to understand that pages with slow load times also impact your paid advertising performance. How much of the traffic from your hard earned paid advertising dollars are bouncing from your site because the page takes too long to download? This can add up to a lot of wasted advertising dollars.

How do you know if Google’s Page Speed Update could impact your website? In Google’s most recent blog post on the Page Speed Update, they state that, “Although there is no tool that directly indicates whether a page is affected by this new ranking factor, here are some resources that can be used to evaluate a page’s performance.” These include Google’s Test My Site Tool.

Image Placeholder

Our Google representative encourages immediate action to improve page speed if your site is loading slower than 5 seconds. Back in May we dove into the importance of mobile page speed for organic search rankings. Now is the time to act, don’t wait until your site is negatively impacted. Chances are, it is already seeing the negative impact of advertising dollars wasted on site visitors that bounce.

Reach out to GCommerce today to inquire about how we can help improve your site’s page speed.

How to Win on Mobile: The Increasing Importance of Mobile Speed for Organic Search Rankings

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MOBILE SPEED EFFECTS ON ORGANIC SEARCH RANKINGS OVER TIME

Google recently came out with a new tool to help companies compare their mobile performance against their competitors and measure the impact that decreasing mobile page load times can have on revenue. It’s not surprising to anyone in the marketing world that the results are significant. Users are increasingly demanding of websites to load as fast as possible, with slower websites experiencing noticeable increases in bounce rate as well as drops in other engagement metrics like time on site, pages per session and event/goal completions.

This move by Google is the latest in a series of initiatives by the tech giant to emphasize the increasing importance of mobile experience in the modern internet landscape. Looking back to April 2015, Google updated their algorithm in a release dubbed by webmasters as “Mobilegeddon”, giving priority in their SERP rankings to mobile- and tablet-friendly websites when the query was made on a mobile device. In May of that same year, they released a statement saying that mobile searches exceeded those of desktop in 10 countries, including the US & Japan. In November 2016, they started experimenting with mobile-first indexing, wherein a site’s mobile version, if it had one, would be used as its primary version, with the desktop version being displayed only if a mobile version was not available. Those sites without a mobile version would most likely see a decline in their SERP rankings while sites with a mobile-friendly experience could receive a boost in rankings regardless of the device on which the search is being made. Fast-forward to January 2018, Google released a statement explicitly calling out the fact that page speed will now be a ranking factor on mobile searches like it has been on desktop starting in July of this year.

One question you may be having is why Google is taking such a strong stance on mobile. The answer is multi-faceted, but it all comes down to providing users with the best possible experience, which ultimately benefits both users and Google. By optimizing your site for a mobile user, using techniques such as responsive design, fast page load times, utilizing caching and providing high quality content, your site is more likely to be engaging to users and therefore rank higher on Google’s SERP. Google benefits by providing users with the highest-quality content in the top positions which builds trust and makes users more likely to use them in the future, while you benefit with increased website traffic, higher conversion rates, and more engagement with your site. It’s in Google’s best interest to keep this feedback loop continuing and to get webmasters to perpetually try to optimize their sites for an optimal user experience, which is why we’ve seen this progression from merely stating that mobile experience is important to announcing to the world that it is definitively a factor in their rankings and providing businesses withtools like the Impact Calculator that should encourage them to make strides in the short term to that effect.

TOOLS TO MEASURE THE IMPACT OF PAGE SPEED ON YOUR WEBSITE PERFORMANCE

Back to Google’s new mobile tools for a second. The top section of the page allows you to compare your site with those of your competitors to see how your mobile speed stacks up. This is a great tool for benchmarking and assessing if you’re currently ahead of, in line with, or way behind your competition. In the below example, we would recommend to our client that they make immediate changes to their website to get on level terms with their competition as they are lagging behind all but one of their competitors.

Picture1

Revenue Directors and business owners will most likely be more intrigued by the Impact Calculator, though. It will ask you for data regarding average monthly website visitors, average order value, and website conversion rate. Based on this information, it will give an estimate of how much incremental revenue can be generated by lowering your site’s mobile page load time on a scale in increments of 0.1 seconds from your site’s current load time down to their minimum threshold of 0.6 seconds.

If you play around with the slider function, you’ll notice that the faster a web page loads, the more incremental revenue it is expected to produce. We noticed that the relationship did not appear to be linear, so we tested a couple of our clients on the tool and found the following:

Picture1

Client 1 (Original Page Load Time of 5.0 Seconds)

Page-Speed-Client1

Client 2 (Original Page Load Time of 2.8 Seconds)

Page-Speed-Client2

As you can see from the graphs, incremental revenue starts to increase exponentially as page load times approach the minimum of 0.6 seconds. While that minimum isn’t currently attainable for many websites, it’s certainly something everyone should be striving for given the potential payoff.

The nice thing about decreasing page load times is that it positively affects other metrics that you may not have thought about. It’s obvious that bounce rate would decrease while time on site and pages per session would increase, but could this affect organic search results, too? While no one knows exactly what’s in Google’s search algorithm, we already know that they have come out and said that site speed is a ranking factor and that mobile page load speed will be a ranking factor starting in July. It’s also been shown through independent testing that the top positions in organic search results typically have lower than average bounce rates and higher than average time spent on that page. By increasing your mobile site speed, you’re helping your site’s pages rank better for organic results, thereby supplementing your other SEO efforts. As mentioned previously, higher organic rankings should produce higher website conversion rates and therefore more revenue, something every business owner can get behind.

WHY IS THIS IMPORTANT FOR HOTEL WEBSITES?

You may be thinking that this all sounds great but it’s not currently a priority, and you’d rather focus budget and time on channels with predictable ROIs. The thing about that is, you’re wrong. Mobile traffic is increasing every year and has accounted for the majority of worldwide searches since 2015. Most of your users are most likely on mobile devices or will be in the near future. Also, in preparing for Google’s eventual worldwide switch to a mobile-first index, it’s even more important to have a mobile-friendly website and for mobile page load times to be lower, since a domain’s mobile site will be used as the primary site in Google’s search results. They are making it clear with their actions that this is the direction they want websites to move towards, with those who don’t comply being penalized and pushed further down the SERP, never to be seen again. It’s in your best interest to take the necessary steps to optimize your site for mobile now, and make a concerted effort to keep it that way moving forward. Mobile traffic and faster speeds are the future.

HOW TO USE PAGE SPEED TO IMPROVE YOUR SEARCH ENGINE PERFORMANCE

Get in touch with us today if you’d like more information on how GCommerce can help you gain incremental revenue from increased mobile site speed and optimize your site for a mobile experience.

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