Publish the content for your visitors, HTTPS & responsive.
My conclusion is: , make your page adapt to your visitors platform (responsive) and create good content thats convenient for your visitor / customers and dont mind separating smobileversions, pads or desktop. Get https!
All effort should be: create good content.
Manage your marketingbudget and use them in the channels that best suits your needs. If you are selling something that people google about, find out their keyword phrases and use them in your content, thats search engine optimization, SEO. Maybe the best strategy is to use most of your marketing budget to create good content.
If you sell services i am convinced that relationship marketing is best. Share knowledge to gain trust is best in the long run though it takes some time to build it.
Of course its important to be on the first page of google or to have many wiews on Facebook regardless if you are selling services or products. Now this requires some delicate handlig, suppose you get "hunted" by ads about "clothes in big sizes" when i have been searching for healhy food to loose weight! . You have to create ads within good taste and prensent them in good context. Correct ad in the right place at the right time.
Most important is the way we comunicate our messege in the digital channels.
Tech is not imortant regardless if it is Facebook, LinkedIn, Twitter, Snapchat, Instagram, Youtube, Tumblr, Pinterest os some other place.
It is HOW we comunicate thats imortant combined with where your visitors or customers is. Where they are online - there you shall be!
Measure, measure and measure what customers do.
Do not work blindly, measure what your visitors / customers do on your site, what links they click on, how they do, where they stop and last but not least: where/when do they leave your site. This info will tell you what is working and what is not. Now you can decide how to improve futher.
Google has made some big changes in 2016
Google have told the world that they will divde their search index into two, one desktopindex and one mobileindex. They will update the mobileindex faster. It is obvious that the mobile index is most important and that they differ in the indices for mobile and desktop also means that they will rank sites differently depending on whether the visitor is using mobile or desktop and how well the site handles both. They will thus be better and better at distinguishing between what interests mobile visitors and desktop visitors.
This is good info that you can put to good use.
HTTPS is a ranking signal in Google
Https is not considered an important rankingsignal BUT Google Chrome will mark sites without https as ”unsafe”. That will cause fewer people to click on those links in a searclist. They will start with sites that uses creditcards and logins already in januari 2017. The next step will mark sites as unsafe when the visitor uses the incognito-mode and finally all sites that is not using https will be marked unsafe. That means that you should get https now.