Mobile Traffic Growth At Risk. What To Do About It?

In the last decade, the smartphone is becoming one of the main gateways to details for millions of people around the world.  

Its adoption has been so excellent that projections since 2016 indicated that it could end up being the most important source of search simply by 2025.

But… It was merely a matter of time before the output fell apart.  

Nor Nostradamus nor The Simpsons managed to foresee the sharp drop in mobile visitors (nor a pandemic that made us all stay at home for many months), but that’s precisely what Semrush’s State of Mobile 2022 report has shown.

Is it possible that an apocalyptic future is justa round the corner us and that, as marketers, we must throw all the mobile efforts overboard?

Let’ s take it easy.

In the last 2 yrs of the pandemic we have modified to the “ new normal”. That normal was nothing more than getting used to seeing the dynamics of consumption and communication changing more frequently .  

The particular predictions we had for cellular traffic corresponded to developments that did not contemplate just how radical a pandemic like the one we are experiencing in 2020, 2021 and the a long time would be. 😬

At first, we didn’ t want to acknowledge or understand that the outbreak was going to last so long. Nor did it fit in our heads that when we finished this, our routines and eyesight of the world would modify to the point of being impossible to return to the thinking that governed all of us in March 2020, when the pandemic was formally decreed.

At that time, mobile traffic occupied a large part of our tactical communication efforts, and I am sure that it continues to be a part of our own analysis and investment routines.  

That being the case, why is there so much terror with the drop in cellular traffic? Next, I will inform you what Semrush found in its study and what it means to get digital marketing.

What the Semrush 2022 study says about mobile traffic

The world had been talking about the importance of taking care of Mobile audiences. Since 2016, it has been the priority, because of studies indicating that smartphones will be the main source of information lookup and hence the high investment in their growth.  

However , the particular arrival of the pandemic remaining us with a certain behavioral disorder, which after two years still affects us.

What does the pandemic have to do with visitors? 2020 was the year we all saw the first drop in mobile traffic. The limitations on leaving the house, initially, seemed to be connected to the increase in the use of the computer for organic queries.

We have reached the middle of the entire year 2022 with more flexible visitors restrictions and with the hope that will mobile traffic will resurface. However , it was not. Now in the middle of 2022, mobile visitors continues to decline, thus destroying the equation in which being at home was intimately linked to the use of the computer.

The Semrush study also showed that the mobile sensation was affected by budget cuts in businesses, paid media and strict social media policies.

And let’ s continue discovering what that happened to cellular traffic, according to the study.

Cellular traffic vs . pandemic

Some thing we must bear in mind is that the along with mobile traffic is NOT synonymous with the fact that we have ended using the smartphone.

Just think for the second: when was the final time you remember going to the bathroom without your cellular phone?  

Yes, it is true that the pandemic led us to make frequent use of the computer. Honestly, working, studying or even looking for information continues to be more comfortable on the computer. But this is not the main reason for the drop in mobile traffic.

Companies, faced with the new dynamics of consumption, began to invest in more technologies that would allow them to survive the unsure economic future. Market research showed that users were not just using smartphones more but that we were generating much more attachment to the device.

Exactly why, then, is mobile traffic in such decline?

The Federal Institute of Telecommunications (IFT) of Mexico demonstrated inside a survey the increase in the use of mobile Internet for video calls, online purchases, financial institution transactions and more.

The need to take care of life’s activities through smartphones increased by 200% , only for further use of applications.

Here is the crux of the matter.  

Before 2020, apps were experiencing a tough time; but , after the pandemic began, there was a considerable recuperation in which application downloads increased by 27% and have remained so to this day.  

Mobile use has been divided: 49% of the time to using conversation applications such as social networks, 36% for the consultation of e-mail, the rest for the use of financial applications, health, education, news, meals at home, games, streaming, and others.

What do I mean by these data?  

That the smartphone is being used more than ever. But the usage trend has moved away a little from organic mobile search, to make room for that app business where the strict policies of the algorithms encourage the creation of content material and exclusive disclosure inside the app. As is the case of social networks, with their strategies to avoid brands from driving customers out of their platforms.

Mobile usage heads in one more direction

Concern about mobile growth remains as strong as it has been since Google’ s announcement in 2016.  

What the Semrush research indicates is that the usage experience is shifting to other alternatives, resulting in an invitation in order to Marketing teams to think about content and communication in a different way than was originally projected.

Similarly, Semrush shows us that the battle for mobile traffic is not lost.  

For most countries, organic search traffic ranks second or third in significance. Therefore , it is essential to continue purchasing the strategy; At the same time we have to develop communications that reinforce other traffic acquisition channels such as Direct and Recommendation.

As an SEO specialist, these types of statistics are not the ones that cause me to feel the happiest, since our goals depend on this third organic channel. At the same time, the research helped me think about the difficulties we have been experiencing in SEO, facing so many powerful new stations of traffic acquisition.  

This scenario ended up being the main motivator to continue studying in depth about algorithms, linguistic entities and the local behavior of people and the market.

With the Semrush graph, it is also clear to us the importance of working read more about brand recognition (direct traffic) and on strategic alliances with targeted business proposals (referral traffic).

The invitation, consequently , is that as SEOs plus marketers, we learn about the right way to take care of the other acquisition channels.

Information sources have varied and the smartphone continues to be the pillar of these changes.

How we’ re adapting in Rock Content

We’ ve been experiencing a critical time for traffic in general. And not simply us. Other companies too.  

For years, we at Rock Content have invested wisely in our organic traffic. Therefore it is not for free that we have the ability to impact 7 million people every month, with our blogs in English (EN – USA), Portuguese (PT – Brazil) and Spanish (ES – Mexico).

But we can’ t lie, we also got used to the unforeseen dynamics of 2020 where our traffic grew simply by 200%, after 8 years of blogging. Now, in 2022, we are suffering because the figures are behaving more like 2019 instead of continuing the frenetic pace that the pandemic delivered to traffic as a whole.

On the other hand, when looking at our traffic buy channels, we found that will mobile engagement itself did not change as drastically since Semrush suggested in the research.

2022:

2021:

As we can see, we saw a lot of growth for our SOBRE (US) blog traffic, however in terms of percentage talk about per media, mobile remained mostly untouched.

We noticed similar behavior on our REHABILITATION and ES blogs.

Therefore in reality, despite the study getting identified a significant decrease in cellular traffic, in our scenario, the research served as a reason to carry on working on the media proposals in which we were already trading efforts since 2021: the media plan and our own intention to diversify traffic sources.

Of course we will keep on working for our organic growth of 20% quarterly in the United States for our blog in The english language. But we are also creating strategies to strengthen direct searches for our brand, content and services.

Within the strategy, all of us created a very strong opinion articles section with the main tendencies of Marketing, Business plus Sales of the week—and that will type of content, that is not made for SEO strategies, is growing by 100% in traffic for the United States, 188% in Brazilian and 198% in South america and bringing more than 30k visits each month. And we won’ t stop here.

We also created our fully interactive newsletter: The Beat; which is growing in registered users simply by 15% monthly. And in the amount of accesses, there is a 50% development for the United States and 164% in Brazil. Mexico, right here we come! 😉 

And yes, the numbers still look low compared to the grand 7 million organic views, but these numbers are growing and connecting with people in the manner that today’ s details consumption is demanding.  

So congratulations to the articles team at Rock Content ! Definitely we will not delay within continuing to explore ways to also participate in mobile trends.

What to do to comply with today’ h mobile standards?

Being electronic is a daily job and by this I mean that we have to be connected with the reality of our users to understand if the market predictions coincide with those of our own specific niches.  

Listening to trends is very important to get tips and stay connected with the world. But listening to your viewers and accompanying their everyday problems is what will business lead us to make the right decisions so as not to have to pursue traffic that is not necessarily impacting our results.

Semrush phone calls us to think about mobile mechanics. But how much of cellular is really impacting your digital strategy?  

It is true that mobile and common traffic took a beating, but it is still there representing an excellent percentage of visits to your website or blog. The behavior of users must stop being measured according to the pandemic, and yes to the needs and realities of the niche we have been targeting.  

The adjustments we witnessed during 2020 and 2021 were the brand new normal for two years. Now, let’ s wait properly to see what’ s next in the world of communications and electronic consumption.

Having good data, closely following your competition and the good references in the industry, through benchmarks, will always bring us better perspectives of current results, more than just subsequent trend waves for simply no reason. Even more so in a moment like the pandemic, which usually brought only strong queries that are making us re-think what we want from culture.

Continue reading the contents of our newsletter section (if you’re not subscribed yet, I strongly recommend you to do it below), and train your reflection on various topics, in line with the opinions of our team associated with Marketing professionals.

The post Mobile Traffic Growth At Risk. What To Do About It? made an appearance first on Rock Content .

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