With more and more of the population using hand-held devices as a computer, it’s crucial to make sure that your website is mobile friendly. To make sure you stay at the top of the SEO game, you must make sure you understand your users’ intents and how your customers use their mobile devices. You have to be keenly aware of how your site appears on all types of mobile devices, and ensure that it’s mobile friendly. Responsive website design doesn’t just mean mobile-friendly, however, since you also need to make sure that your site looks and works equally great on the largest of PC monitors.
It’s important to note that the majority of SEO marketing has been aimed at desktop users. As you run an SEO campaign, make sure you're also focused on those mobile users. You need to have a mobile strategy to go along with your marketing campaign. Making your site mobile responsive involves so much more than shrinking down the size of your desktop website. If your website doesn't look good and work fast on smartphones, you are losing customers, guaranteed. Below, Virtual Market Advantage will go over a few key factors that can help make sure you have a responsive website design in place, as well as an effective mobile strategy ready to go with it!
Understanding How Google SERP Works
A SERP (search engine results page) is determined by more than simple keyword usage and links. It’s often overlooked that this tool also shows you the intent of the consumer. This tool is important, because Google can tell the difference of intent by search. If someone's searching for a grocery store, Google can tell that they're interested in finding the closest organic store to that location, based on wording and all the data it's collected over the years. This is the same reason why advertisements you see online seem to guess what you've been thinking about lately, all based on your recent web activity.
Understanding intent can help you decide which keywords you use for your SEO campaign for mobile use and is important as you make your site mobile friendly. Users searching with their phones will usually search differently than those using their desktop. A mobile user is more likely looking for something fast, like a closest location or directions, while those on desktops are doing more research and looking to make an online purchase.
Understand Your Mobile Device Keywords
As stated above, the keywords used for your mobile responsive design will be different than the keywords that you use for desktop users. This is something that’s often overlooked as you make your website mobile friendly, and it can essentially stop all of that hard work in its tracks. Making sure your website has good responsive design is a great first step, but if you aren’t using those keywords that are common to mobile users, your consumer will not find your site.
Another rising concern is that most mobile devices have talk-to-text functions, and that’s how many searches are typed in. People speak differently than they type, making the keyword search different. With the use of different language, words, and sentence structure of mobile website searches, it’s important for you to study and understand the new and different keywords for mobile use. These new keywords then need to be implemented separately from your usual website strategy.
Utilize Google's AMPs
What are Google AMPs? In 2016, Google launched Accelerated Mobile Pages. Mobile webpages that use Google's AMP coding will load quicker than those that that don’t. Google also features these pages in special places within a search results page.
Using this tool is worth the investment, since people searching the web from a mobile phone know exactly what they’re looking for and want to find is as quickly as possible. Having a page that both loads faster and comes up higher in the search results will be far more successful in getting page views, as well as increased interactivity from consumers and potential customers.
Make Sure Content is Mobile Friendly
Any fully mobile optimized site will be easy to read and work smoothly on even the smallest of mobile device screens. Your images should be easy to shrink and enlarge, and your navigation should happen smoothly and be easy to follow. Google offers a free tool to help you test the mobile friendliness of your website.
Track Analytics Separately for Mobile
You should always track your mobile analytics separately from your regular desktop analytics, otherwise it will become a jumble of information that you can’t respond to appropriately. Make sure that you track the traffic, engagement, and conversion rates, as well as the page visits for your mobile strategy. These findings will be different for mobile than for desktop, and it’s important that you have the information for both, so you can see if your mobile strategy is working and respond to it.
Focus on Long Term
Making sure that you implement a strategy for mobile if your business has been fully focusing on SEO for desktop will take time. As with any SEO campaign, the results you want to see with a mobile responsive design will not happen overnight. It takes persistent and constant work over the long term.
With the rise of smartphones and tablets, more people are starting to prefer the use of mobile devices for their web searches. You need to make sure that you’re stepping up to the plate and getting your website mobile responsive. Don't lose sight of the long term return of doing this now. Starting a mobile strategy will take time and effort, but it’s worth it in the long term, as mobile is becoming the way to browse.
As you start to set up your mobile strategy and design for your site, keep in mind that you’re creating a mobile responsive website and not just a desktop site that you expect to work correctly on mobile. It’s more important than ever to make sure every webpage is easy to use and find on any device.
If you want more information on SEO tactics, check out VMA’s blog that goes over the top 7 SEO metrics to track!