Become and Remain Relevant on the Web

3 Critical Steps to Become and Remain Relevant on the Web

Ever since Google’s “Mobilegeddon” last year, web marketers have developed a newfound respect for the necessity of having a mobile-friendly (or responsive) web design in order to rank in search results.

If you’re not familiar with it, Mobilegeddon refers to the mobile-friendly Google algorithm released in April 2015 that rewards websites designed to automatically scale for mobile viewing by ensuring they show up in search results before websites that don’t. This new algorithm wasn’t about Google being mean, or wielding their undoubtedly increasing power and prowess over all marketer’s destinies, but rather it genuinely reflected the changing search behaviors of consumers whose time spent in mobile apps and on mobile devices surpassed desktop (computer-based) browsing behavior back in 2014.

See what we’re talking about: Mobile is Eating the World, by Benedict Evans

Google knows what consumers want and aims to please, and if you’re not delivering, your relevance in the search ecosystem is diminished accordingly.

Responsive Design

Even if you’ve already jumped on board with responsive design, and you feel good about how your website looks on a tablet or smartphone, it’s only a matter of time before you’ll need to think bigger… and smaller. Do you have the tools, know-how and time to scale your website content for everything from a 50-inch plasma display screen in your ER waiting room to your cardiology patient’s 2-inch smartwatch screen? This type of content delivery is coming, and it’s going to be in just as much demand as mobile accessibility from your consumers. Are you ready? Or are you already one step behind?

The Internet of Things (IoT) is Coming, But What is It?

In the next decade there will be 10 billion devices connected to the internet, or four for every living person on Earth. We’re not talking four per adult. That’s 4 devices for every man, woman and child. With this preponderance of devices, we no longer connect to the internet, we’re always connected. At work, in our cars, at home, at the hospital….everywhere, 24 hours a day and seven days a week the internet is with us. Plus, device types are changing – cars with Wi-Fi, tweeting refrigerators, the Smartwatch – from big to small, here and there, connected devices are everywhere. So how does your current web content management system prepare your content for delivery on all these devices?

Want to learn more about the IoT?

So How Do You Prepare?

Step 1) Get responsive now. The early 2000s dictated this necessity. If you’re not already optimized for mobile, you need to get there. Yesterday. When you really think about your consumers and where they are in the moments they decide it’s time to look up a doctor or search for information about their health conditions, what does that look like? They decide to search, and they pick up their phones. If your website or doctor profile pages or shared health articles aren’t easy to find and read, you’ll probably lose their engagement to another site that is. Google’s changed their algorithm to make mobile-friendly sites more prominent in search because they understand this concept.

Step 2) Start building a plan for the Internet of Things. What does this future of content and information sent to a smartwatch or fitness tracker look like? How can you get ready? Do you have the ability to adapt your content to different formats, no matter the size or end use? The future of content management and delivery is called content-as-a-service (CaaS), and it’s the idea of your content and its creation being entirely separate from its output and presentation. CaaS will allow you to scale your message with ease.

Step 3) Learn all you can about Content as a Service (CaaS). When you’re prepared to separate key content on your hospital websites, mobile apps, and more, from the architecture of how it is presented, you’re ready to lead the pack instead of follow. Chances are your current content management systems and workflows don’t quite support this next wave of content requirements, so the sooner you figure out what your future delivery needs might be, and the needs of your consumers, the better prepared you’ll be when those content requirements evolve.

At Influence Health we’re really excited about the future of content management and delivery. We thrive on helping you meet your consumers where they are and turning your web presence into a tool to help convert new consumers and educate your community. And we’re preparing for the next phase of design specifically with our Convert on Demand 10 (COD10) cloud-based content management solution. We’re making it easier for you to simplify the creation, management and deployment of your content and assets across responsive websites, micro sites, mobile apps and more.

To learn more about how you optimize your website for high visibility in a changing mobile, local and search ecosystem, download our recent webinar Take Control of Your Digital Presence.