Working with long-time marketing and website development client Phase 1 Technology, AIMG got ahead of Google’s latest algorithm change and successfully converted the client’s robust website application to mobile-friendly responsive. Phase 1 Technology is a leading vertically-integrated distributor of machine vision components and industrial cameras and it was critical that it be searchable and accessible to their targeted buyer personas on mobile devices.
“When Google makes a strategic move to change its algorithm you know it is in response to a change in user behavior it has detected,” said Joe DeMicco, Founder & CEO of AIMG. “With the use of Smartphones, tablets, and phablets rising exponentially, Google expects mobile search to surpass desktop search this year. As a result, it has implemented a recent change to its algorithm that will reward mobile-friendly websites with higher rankings in mobile search. What this means to business websites is the possibility of losing valuable search visibility to competitors whose websites are mobile-friendly. As soon as we learned about this, we ran analysis reports on our marketing clients’ websites and evaluated key offsite factors to determine the cost/benefit of a website conversion to responsive and the best way to phase the project, if necessary. The numbers showed that conversion to responsive made the best business sense for Phase 1 Technology.”
The new responsive website application features enhanced navigation and usability that makes it easier for users to drill down to the specifics of what they need. Because the website has a wealth of offerings that target a wide array of buyer personas with different machine vision or industrial vision needs – such as semiconductor wafer inspection, intelligent traffic systems, or high-end surveillance, to name a few – the new navigation offers a number of product groupings to facilitate faster search. For example, a system integrator can start with the desired technology, such as camera link or CoaXPress, to acquire the products needed. Additionally, related products such as cables are associated to make it easy to match products with corresponding components.
“Converting the Phase 1 Technology site to responsive required strategic planning to determine what would display on the various screen sizes and how it would display,” explained Joe DeMicco. “Many people are under the misconception that mobile-friendly means shrinking their website to appear on a smaller screen. That is not the case. Obviously a larger screen such as a desktop or projection screen can display more content; so first it has to be determined what the essential content is – the content that accurately represents the brand, its messaging, and offerings. Then it has to be intelligently laid out and coded to accommodate the known behaviors of the targeted buyer personas you are trying to attract as well as to fulfill the mobile-friendly requirements for search and usability. To ensure the site is technologically relevant and agile, we develop using semantic html 5 and responsive, and include microdata to help highlight important content to search engines. The Phase 1 Technology site is robust with a lot of key components. Our conversion process proved very successful. It allowed us to get out ahead of Google’s algorithm changes and protect our client from any negative impact within this important revenue stream.”