Aviation companies are subject to lots of external forces — weather, traffic, regulations, fuel price increases, pilot shortages, labor disputes etc. Now, they have another issue to deal with – Google. The problem is Google has the power to hurt your aviation business by stifling your online visibility to your target audience. Less visibility means less awareness and less awareness – well, you get the idea.
What’s Google doing that is a concern for aviation companies?
Google announced that they were giving all their advertising clients until April 21st of this year to make their websites and other digital marketing platforms “responsive.”
What are responsive websites? They’re websites designed to look great no matter what device you view them on, from older CRT monitors to the new widescreen LEDs, including iPads, iPhones and Android tablets and smart phones. Websites and other marketing messages based on unresponsive designs only look good on larger desktop screens and when they are viewed on cell-phone-sized screens they either look terrible or they shrink so much they become illegible.
What happens if you’re “unresponsive” to Google’s new regulations?
Google will begin to penalize their clients whose websites are unresponsive by downgrading their SEO rankings on mobile devices. SEO stands for Search Engine Optimization, which is a process used to improve how high a website appears in the search results found in Google (as well as Bing and Yahoo). That means a search term that used to put your website at the top of Google’s search rankings may now sink you to a lower altitude on the rankings if your website has an “unresponsive” design.
Remember, Google is first and foremost a search engine. It is designed to search the web for requested search topics and bring a list of appropriate websites back to you. In the process, advertisers related to your search topic will appear at the top and right hand column of your search results. They appear in a pecking order relative to how much they bid for top position AND by the appropriateness of the content they provide (including if the website is responsive or not).
Naturally, it’s up to the advertiser to make sure his or her messaging is clear and intriguing, but if Google penalizes you for not having the proper responsive programming, your company is going to get a lower position even if you bid higher than a competitor.
That’s because now only the responsive websites will go to the top of the list when a search is done on a mobile device. Furthermore, better designed websites will get preference over poorer designed ones, too, because the better designs will be easier to read, easier to navigate and will create more clicks and dollars for Google.
Why aviation companies should be concerned:
In case you haven’t noticed, the web is in a constant state of flux and change. What was all the rage yesterday is old news today. The introduction of smart phones back in 2007 caused a paradigm shift in digital marketing. Seven years into this change the effects are beginning to become seismic. Here are some of the facts you should know:
- The number of smart phone users will surpass 2 billion by the end of 2015 and by 2018 half the world’s cell phones will be “smart;” this year alone mobile traffic is up 3.5%
- Smart phone users are impatient: 74% of them will only wait 5 seconds for a website to load
- 72% of data users use smart phones when traveling; 64% when dining; 63% in online stores
- 57% of users do not recommend non-mobile-friendly websites to other users.
All of this is bad news if your website is unresponsive. The good news is that there are pre-programmed design templates as well as plenty of designers who can update your website and make it responsive to the navigational features and format requirements of mobile devices.
Your Problem is really Google’s Problem. Their solution? You fix it!
For those who wonder how Google makes its money, the answer is simple: advertising. In the world of digital advertising, dollars are generated by the number of clicks an ad message generates. Basically when you advertise on Google and a member of your target audience clicks on the ad’s interactive button, it takes you to an online store where you can purchase the product or service advertised.
The problem for Google is the amount of money advertisers have been willing to pay per click has been declining for the past several years. Part of the reason for the decline in pricing is because of mobile ads.
As more consumers turn to mobile devices for their information, Google clients who don’t adhere to mobile formats do not come across clearly or attractively. Worse yet, because they find the advertising and product information inferior they turn to methods other than Google to find information and buy online.
Google is partially responsible for this situation because in their eagerness to maintain clients, they originally told clients not to worry about creating separate campaigns for mobile. Google users continued to use the same online stores they always had. These stores, however, were not very easy to use on mobile devices. This resulted in fewer transactions and ultimately less revenue for Google.
Google’s current solution to the problem is to make their all clients change their websites to responsive designs. That puts the onus and the cost on the advertisers, not Google.
Why should you have to play it Google’s way?
Regardless of whether there are other ways to buy online, Google still commands the lion share of online searches and is the search portal where most consumers begin information mining. If you’re an advertiser you still want Google to find you that key prospect.
Furthermore, from a logic point of view, why would you not want your website to be the best it can be? Without being ready for mobile, companies risk not reaching their best potential audience.
With mobile trending upward and desktop downward, it is simply a matter of math.
Why Aviation Companies should accommodate Google’s demands now.
Many aviation companies are service companies such as charter airlines, airframe and engine rebuilders, and flight schools. These kinds of businesses rely on customers who are looking for information on the web. The power of Google taps interested customers every second of every day.
Because aviation is a niche business, search engine advertising serves it very well.
Keeping in step with the mobile trends should be a no brainer for aviation much the same way glass cockpits and GPS systems make flying easier and more reliable.
Get some professional help before it is too late.
Regardless of whether Google is making you modernize your digital marketing or not, it’s simply the smart thing to do. There’s lots of help out there to help you make the transition, including professional marketing communications companies like Advertising Marketing Consulting to make the transition to mobile-friendly advertising easier.
Marketing is like flying, the more you stay current, better off you are.