This year will see Google implementing their Mobile-First Index and no doubt this will feed into the algorithms for their search engine results shortly afterwards.
So what does this mean for your business’s website? Well without getting to technical, if your website is not well optimised for delivery on mobiles and tablets…your ranking positions will suffer!
For anyone involved with Online Marketing this is no real lightbulb moment, they will already know that over 60% of searches on Google are now done on mobile devices. Is this number increasing? evidence from analytics shows us it is and at quite a rate. As mobile devices, applications and websites become stronger and more affordable there is nothing to suggest that anything will buck the trend.
Optimising for mobiles is no longer a ‘wish-list’ item. You have to react to what your customers and potential customers are looking for, and they are looking for websites that offer a quick and easy to use mobile search experience. Google likes the idea too! You will be rewarded with better ranking positions.
As yourself this – would you choose a physical location for your business in a geographical area that was not popular with your customers? Of course not? You should think about your website in the same way. If you ignore mobile optimisation, website visitors will pass you by in favour of easier to read, quicker loading websites.
This does not only apply to e-commerce websites this applies across the board. If you rely on people finding your website for information you must plan for the impending changes.
Worried about getting left behind? Don’t be there is still time for you to plan for this major development. But time is of the essence so don’t delay.
Here are my recommendations to help you achieve mobile SEO success:
Make Sure Your Brand Is Represented correctly.
It is easy for us to get into the comfort zone when it comes to technology. I can hear some of you now saying: “it will be OK what we have now has served our customers OK for the last few years!!!” – this would be your first mistake. Technology changes and none quicker than in the world of digital marketing. Some of you will be tempted to give this the minimum investment in time and hard earned cash – this would be your next mistake. It is as important now to invest in mobile optimisation as it is to invest in your website, After all this is what will bring in your new customers!
Make Sure You Understand the New Requirements
Setting up your mobile optimised website will take proper planning. As with most things in business, those who fail to plan, plan to fail. This project is no exception.
Listen to the source – The new requirements and suggestions by Google are:
Structured data – if you already have a mobile website it is possible that you have neglected to include mark-up language. Google will look for this to rank your website accordingly. This is a technical task and will need to be done correctly. So don’t be afraid to hire an SEO professional to sort this out for you as this will pay dividends in the long run.
Content – Make sure that the content you publish on your mobile website is informative and concurrent with your website. Some people will be tempted to cut corners here thinking that smaller pages will serve for an easier experience. This would be another mistake. – If the page looks too big then use accordions or toggles to serve the content to your client. Google has reversed its decision to give partial weight content served in this way on mobile devices.
Interstitials – Don’t obstruct the users view of your page content with pop-ups, you will get penalised for doing so. Some businesses have been tempted in the past to serve pop ups for special offers and promotional messages. If these block the content on your page, then you are impeding the user experience and Google most definitely does not like this.
Ease of use – Make sure that you mobile version is as easy to use as your main website.
Know What Keywords Your Audience Uses On Mobile
Monitoring the traffic through your website is a must and the keywords that have driven your client to your site. People’s searching habits are different on mobile than they are on a desktop PC. We have seen search terms use by people on the go are different to those sitting behind a desk!
It is also important to pay attention to contextual changes for your search terms. As an example people searching for ‘Trump’ this time last year may get results for hotels and TV programmes where the same search term this year would return News based results about the President of the United States.
Message from SF:
Pay attention now to migrating your brand to mobile. If you are looking to increase your profit margins in 2017, optimise your mobile presence to provide the best user experience or you will lose on out a goof opportunity to increase your ranking with Google!