It has been more than two years since Google released its Mobilegeddon update to ensure that only mobile-friendly websites appear in the mobile search results. With constantly rising mobile searches, the search engine giant is also in the process of implementing a mobile-first indexing.
A Recent BrightEdge report also found that about 57% of the internet traffic is on mobile devices currently. However, the key finding of the study was that ‘about 80% of the results vary in desktop & mobile searches for the same keywords’.
This means that incorporating standard SEO practices with a mobile-friendly website isn’t enough to rank well in mobile results. Businesses need to device a separate mobile SEO strategy in an online world that is increasingly becoming mobile-first.
However, before acting upon that, you first need to understand & differentiate the mobile vs desktop demands of your business, in order to determine how much you should focus on each platform.
For starters, here is graph that shows mobile’s share of total searches by industry:
You can further research for data that helps you understand the behavior of your mobile users & plan the most effective mobile-SEO strategy for your business.
With current dynamics in consideration, here are the mobile-SEO techniques that will help you target the mobile traffic in the most effective way.
AMP, stands for Accelerated Mobile Pages, is an initiative by Google that makes a “lighter” copy of your mobile webpage that is easier & faster to load on mobile devices. All you need to do is just include an HTML code for AMP in your webpages, and Google will automatically create an AMP version of your webpage. Although AMP is not yet a ranking factor, however, the boost in page loading speed will definitely help in boosting ranking in long term.
Mobile devices offer less screen space, thus, your page titles and Meta descriptions should be optimized for the smaller screen size. For mobile websites, the initial character length for the title should be around 55-60 characters.
The character length for Meta descriptions for mobile websites is 130. However, there have been instances when the Meta description had 172 characters and Google didn’t truncate any of it. Yet, we recommend you to stay within the 130 characters.
There’s a difference between a mobile website and a website with responsive design. The latter adapts to screen sizes, and delivers better user experience. What your business needs is a responsive website, so that you can deliver a consistent experience to your end users across all screen sizes, be it a laptop/desktop, a smartphone or a tablet.
Though there is no evidence that responsive websites perform better than mobile websites, however, Google itself has said that it prefers responsive layout when determining the relevance of a website for mobile search.
The first & foremost thing you need to take care of in this regard is to use cache & reduce the number of redirects to improve the page load speed of your mobile website. Additionally, make sure you are still not using the old practice of blocking CSS, JS, & images for your mobile website.
Today, these web elements help Google search bots to understand whether or not your website is responsive or mobile-friendly.
Pop ups may be considered as an effective marketing tactic in the desktop environment, but on mobile, they are mostly not welcome. With this in consideration, Google also released a statement recently – “To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a user on the transition from mobile search results may not rank as highly.” In an environment, where pop-ups are not motivating enough to encourage users to click CTAs, being intrusive, they are merely increasing the bounce rate, which impacts your website ranking.
Mobile searches are location-focused by nature. As a matter of fact, Google also recently announced that 80% of ‘nearby or near me’ searches happen on mobile devices.
So, it is of utmost importance to incorporate various local SEO techniques. Optimize your Google My Business page, add pictures, gather reviews from customers, and act upon other key details.
The amount of traffic your website attracts on desktop & mobile is hardly going to be same. Similarly, the consumer behavior also varies a lot on different platforms. The way a customer shops on mobile website is different from the way he/she shops on a desktop website. Keeping a check on the mobile shoppers/users behavior will assist you in deciding what you should offer on your mobile website to attract more traffic, which will eventually translates into higher ranking.
The world of digital marketing is always on the move and it means you need to stay updated with the latest SEO trends. Search engines keep updating their algorithms; the trends keep changing, so make sure your content is optimized for an all-round presence.
Mobile internet users have surpassed desktop internet users, and thus mobile SEO has also become as important as its desktop variant. But as we mentioned before, a business can’t expect to have an overall prominence if they work solely on mobile or desktop SEO. These two device classes run parallel to each other, and with the given trends, we know the tips we gave you are surely going to help you a lot in upgrading your SEO tactics in 2017.
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