So, BMW decided to build a faster website and now claim a massive increase in both visitors and mobile users as a result.
According to an article published on the otherwise excellent ‘Think with Google’ platform, BMW said; “The new mobile site loads 3X faster. The proportion of people clicking from BMW.com to a BMW sales site soared from 8% to 30%. The number of our mobile users has risen by 27%.“
How is it even possible that a faster website apparently attracts more visitors? Are they suggesting people are enthusiastically spreading the word to use the new, faster BMW website? Are they suggesting the universe somehow has a hand in bringing more people to the website because it’s faster now?
The article also quotes; “And SEO now generates 49% more site visits than the old site.“
Ahhh, so that’ll be it then.
By optimising the website for search engines (SEO), technically, they’re are making it easier for people to find the BMW website. This is effectively the same as telling more people about it which drives more visitors and, miraculously, “The proportion of people clicking from BMW.com to a BMW sales site soared from 8% to 30%. The number of our mobile users has risen by 27%.“
Google clearly wants to emphasise the point that faster websites are better for users/visitors, and nobody would deny how vitally important this is. However, the way they’re presenting the story is pure misdirection and is a perfect example of one global brand (Google) leveraging another global brand (BMW), mixing fact with fiction for the sake of a story. Of course, in tabloid-land, they do say “Why let the facts get in the way of a good story?”
Jörg Poggenpohl, Global Head of Marketing at BMW, said: “It’s now clear to me that mobile site speed is critical to success, no matter what kind of business you’re in.” and he would be 100% correct, but he’s referring to ‘success’ as it relates to keeping visitors engaged (and probably selling more cars as a result).
A faster website does not magically attract more visitors;
a) because nobody knows it’s faster until they’ve been to it (faster than what? They would have to be able to compare it to the original website in order to know)
b) whilst a slow website might put people off because it quickly becomes frustrating when you can’t freely navigate your way around, we’re interested in content, and relevant content at that. Poor or irrelevant content on a super-fast website simply makes people leave more quickly!
Fact: SEO and highly relevant content attract more visitors, and a faster website keeps them engaged so they stay on your website longer.
Of course, exposure also helps drive visitors to a website and that is precisely what Google is doing with their article. Funny that.
You can see the original article here: http://bit.ly/2ODJ05m
#google #thinkwithgoogle #bmw #seo