Traditionally, the World Wide Web has been accessed using fixed-line services on laptops and desktop computers. However, with the advent of hand-held mobile devices such as smartphones or feature phones, it’s become possible to access the browser-based internet services.
Mobile data is internet content delivered to mobile devices such as smartphones and tablets over a wireless cellular connection. A study of Android users by Cisco, to find what mobile apps are being used on cellular and Wi-Fi networks, has revealed that Facebook is responsible for generating the most mobile web traffic.
The number of mobile phone users in the world is expected to pass the five billion mark by 2019. Today there are some websites that provide services to shorten a URL along with its customization or personalization. The URL shortener has kept online friends and followers happy by offering their personalized URL shortening services.
One is also aware of how a customized URL helps a business strategize their branding and optimize their promotional campaigns. Today, every business that is not mobile marketing needs to. And businesses that are on mobile now are asking, “What can I do to increase mobile app traffic?” Let’s understand below, how a personalized URL accelerates the mobile website traffic.
By Enabling Easy Sharing: It should be noted that Native apps which are installed through an application store such as Google Play or Apple’s App Store live on the device and are accessed through icons on the device home screen. The native apps are developed specifically for one platform. However, the Mobile Web apps, in reality, are websites that, in many ways, look and feel like native applications.
Without traffic, a site is completely pointless. Traffic is the biggest challenge that every website owner faces. It makes the difference between success and failure. A personalized URL is short, meaningful, visually appealing, and easy to remember. That makes it easy to share over the mobile network thereby increasing its accessibility and use over the network. People are used to seeing personalized shortened links on social media. Due to this, using customized links increase the click-through rate. It is one of the simplest changes one can make to posting strategy to increase their mobile web traffic and effectiveness.
In the rising world of mobile smartphones, SMS texting, and mobile internet, it’s far easier to text in a short URL than a long one. As Twitter, social media, and mobile internet become more popular, and the need to make sharing web content easier has increased. Shorter and personalized URLs are becoming more and more integral to the cause to further accelerating the mobile website traffic.
By Enhancing Search Engine Optimization (SEO): Most URLs are long and wordy for SEO activities. The URLs help to describe the content, but being usually lengthy are not easy to share on emails, web pages, and especially social media services. SEO is about ranking higher in Google, and one of the factors Google and other search engines consider are keywords in the URL. URL shorteners help solve the problem of making URLs more manageable to share. If one hasn’t noticed URL personalizing, they haven’t been thinking like a search engine optimizer. More and more sites are using this technology to create human-readable and SEO-friendly URLs.
According to a study, the first page of Google search receives ninety-five percent of web traffic. This has compelled the eCommerce industry to work continually on their SEO activities. URL redirection is what happens after creating custom shortened links that take customers to existing content on existing domains. Effective link management is an integral part of increasing a company’s SEO rankings. URL redirection moves the SEO link power to a target URL enhancing traffic acceleration, along with maintaining and improving the ranking level.
URL personalization companies use 301 redirects, which send the customers through their platform to eventually land on the content which will pass PageRank along to the final destination. The vast majority of well-behaved personalized URL shorteners have good uptime and also pass PageRank and anchor text because they use a 301 redirect.
URL personalization handles the complicated behind-the-scenes process, so a trusted service is highly important. Whether one is shortening URLs, changing domains or adjusting embedded links, it’s important to make sure the redirection service manages it securely and reliably. This also makes it Google spider friendly!
By Enabling Accessibility to iOS, Android or Web Apps: The way people are finding content these days on the internet has changed dramatically, from primarily desktop web pages to apps, mobile devices, home assistants, and more. As a counter to this, Google has come up with its new service, replacing its earlier Goo.gl short links, by introducing its new tool – Firebase Dynamic Links (FDL).
Dynamic Links are smart URLs that allows sending existing and potential users to any location within one’s iOS or Android app. They survive the app install process, so even new users see the content they are looking for when they open the app for the first time.
Firebase Dynamic Links are links that work the way one wants, on multiple platforms, and whether or not one’s app is already installed. With Dynamic Links, the users get the best available experience for the platform they open the link on. If a user opens a Dynamic Link on iOS or Android, they can be taken directly to the linked content in one’s native app. If a user opens the same Dynamic Link in a desktop browser, they can be taken to the equivalent content on their website.
When users share content from their app, the ultimate goal is to convert their friends into active native app users. One of the most effective ways to accomplish that is to skip their generic on-boarding and present personalized content when the app is first opened. Using Dynamic Links makes this easy. Driving more installs with social, e-mail and SMS marketing and turning desktop users into mobile app users; going forward, this tool is likely to accelerate the mobile web traffic.
More innovations, in the form of WordPress plugins – shorteners that are not reliant on third-party redirects, and social media features, are expected if personalized URL is to be a mainstay of the web. One may be easily tempted to predict that the day may not be too far when every domain could have customized URL shortening capabilities, lessening the load on the web and Domain Name Server (DNS). One may not be even surprised if Twitter comes out with a URL personalizer of its own.
It is quite clear now that personalized URLs are here to stay. The challenge for the web community is to find ways to enjoy the benefits. Over the last few years, even as desktops and tablets both of which saw declines; there has been a steady increase in smartphone web traffic. On smartphones, sixty-one percent of websites’ referred traffic came from Google Search while another sixteen percent came from Facebook.
Advertising is the backbone of the free web. So, where and how consumers view internet content affects where and how advertisers will allocate their spending in future. Accordingly, we can expect to see more of the money head in the direction of mobile advertising. And the key to increasing the visibility and reach lies in the effective use of the Personalized URLs that will accelerate the mobile website traffic.
Neel Sinha is the creator of MyLnk. He is also the Founder & Principal Consultant at NFaktor and creator of the popular Comic Strip “Norman Liker.” He is an IIM alumni and an engineer with around 25 years of successful professional career. He has excellent exposure to diverse markets, products, and solutions. Neel has traveled the across the globe in sales and leadership roles. Connect with him on Twitter and LinkedIn.
Featured image taken from Pexels.com