Most Visitors Still from Desktop, But Most Time Spent by Mobile Users

The “Global Digital Future in Focus” study from comScore suggests that website visits are flat and mobile visits are growing. The data also shows that while there are still more visitors from desktops, mobile visitors spend more time at sites.

More findings:

  • Applications dominate mobile minutes. Within the US, apps were responsible for 88 percent of mobile use. Further, smartphone app users spend 49% of their app time with their single favorite one.
  • More than 160 sites and apps reach at least 10% of US users. Within the US, the top 5 apps by reach are: Facebook; YouTube; Google Search; FB Messenger; and Snapchat.
  • 68% of video views in the US occurred on mobile devices.

The full report, with data from the US and worldwide, is available to download.

Writing an Effective Message

Have you ever noticed that the more you tell people the less they seem to know? Studies have shown that is actually true. Shorter, to the point, messages get read and understood better than their longer form counterparts.

How do you provide the right message? Consider all the elements:

  • Length: It takes people about 1 minute to read 200 words. Think about how much time your reader should spend on your message and target a length that matches.
  • Paragraphs: Keep paragraphs short so people won’t skip them completely. About 40 words is a good target length for each paragraph. A paragraph can be one sentence.
  • Sentences: Short sentences are most effective. If your sentence is longer than about 15 words, trim it. Or, make it into two sentences.
  • Words: Avoid jargon. Use a simple word when it will do. Words that are 5 characters or fewer are easiest to read.

If you use Word to compose your message, pay attention to the readability stats that are part of the Spelling & Grammar Check feature. To enable readability stats:

  1. Click the File tab, and then click Options.
  2. Click Proofing.
  3. Under When correcting spelling and grammar in Word, make sure the Check grammar with spelling check box is selected.
  4. Select Show readability statistics.

After you enable this feature, open a file that you want to check, and check the spelling. When Word finishes checking the spelling and grammar, it displays information about the reading level of the document.

Be the One People Also Ask

When someone is searching a question in Google (and more and more people do just that), “People also ask” is included in the search results page. This is another opportunity for websites to come up in the top of Google search results.

peoplealsoask

Each of these questions can be expanded using a drop down menu to see the answer. The answers offer a link for continued reading in the page they have been drawn from.

More often than not, Google creates question boxes for the most often searched terms.

How You Become Google’s Answer

Google draws answers from websites based on authority. Sites that are ranked highly around a keyword and topic are most likely to be tapped.

Equally important is making it easy for Google to find your answer to these questions. Include a question and answer format on relevant web pages. Phrase both according to keyword relevance.

The quality of your content matters here more than whatever algorithm beyond authority Google uses. The more clear, well-structured and informative your content, the more sense it will make for Google to choose your content over other websites.

When trying to rank for an answer in a People Also Ask question, optimize like you would for a featured snippet: answer the question in a clear, concise, authoritative way. Overall, taking this “question/answer” approach to content will provide a better user experience by aligning to user intent with relevant content.

Best Practices for Writing Q&A

  • Use targeted keywords in headlines and questions
  • Offer a series of questions and answers, starting with an easy-to-understand definition (What is a …)
  • Offer unique content and include visual and video assets whenever possible