You’ve weathered Mobileggedon. You’re confident that your website and blog will look great on mobile devices and that Google’s algorithm change won’t hurt your search listings.

Congrats! You’ve survived this skirmish … but it’s not going to be the last.

The algorithm change is evidence Google knows it has to surface websites that painlessly get users what they need at the time that they need it. Google doesn’t want to send mobile users to websites that provide a frustrating browsing experience — that would damage Google’s promise to its users to always deliver helpful, relevant content.

But this algorithm change is not what marketers should be reacting to. It’s a signal of a much larger shift that’s afoot. It’s the canary emerging from the mine shouting, “Consumer behavior is changing! We must adapt!”

Building a mobile-friendly website is step one, but tweaking your website will not keep you ahead of consumers’ changing behavior and expectations. In short, you have to infuse your marketing strategy with a “mobile mindset.” Here’s how.

Map a Customer Journey Full of Interruptions, Detours, and Multiple Devices 

Imagine the experience of Sally, a young marketer who has just moved to Chicago. While out for a walk, Sally passes by a hair salon and realizes she needs a haircut. She pulls out her phone a search for hairstylists in Chicago who specialize in curls and color. Her Google search pops up Joann’s Stylez. She flips through the website quickly and wants to research more but it’s too hard while on the move — so she emails herself a link. When she gets home, she uses her tablet to quickly check Yelp reviews, examine her calendar, and then book an appointment using the simple form on the Joann’s website.