Why mobile SEO

Did you know that search is the number one browser activity on mobile devices? If not, this is what Forrester Research believes, at least in the US. This makes it a perfect time for businesses for making a transition towards mobile. Time has come to take mobile SEO more seriously than ever before in order to gain more opportunities. There are three key aspects of optimizing your business on a mobile device.

  • Increase your mobile traffic and conversions
  • convert visitors into loyal customers online and offline
  • Multichannel  revenue

A novice will consider mobile and general SEO on a similar prospect regardless of the browsing platform. Only an expert knows that reality is bit harsher, first of all there are many search ranking factor used by search engines when it comes to mobile SEO which are otherwise obsolete for general SEO. For example mobile SEO takes device platform as a factor, making you more likely to get an iPad optimized website in your search results on your iPad then on your PC. Secondly, search engines tends to emphasis more on user experience when it’s come to  mobile then on desktop. Moreover technical setup, site speed, content parity etc. are more prevalent in mobile SEO.

So, it’s the time make your next mobile or tablet sites to be particularly optimized for a platform, resolution or device. If you want to drive some business from your mobile site and don’t want it be a mere desktop website redirection.

The customer’s outlook.

There are endless possibility when it comes to which device a customer uses for a search it can be a desktop, a tablets or a TV. In addition, people are also very likely to switch devices in between a search before making a purchase, one may start with a tablet and end up with desktop in his search journey. Whatever is the case there are three possibilities.

  1. making a comeback on second device
  2. going directly to the destination site
  3. Receiving a direct link for a revisit.

No matter whether a sell is made online or offline, there are more possibility it includes, a search then not.

The Google’s stance

Google contributes to 15% of all global traffic. Google is constantly redefining mobile SEO for delivering mobile SEO best practices to mobile marketers.

Google’s recommends building device optimized sites for creating a richer experience on a mobile devices, as well as to improve mobile web development practices. In a prevalence of, mobile SEO best practices Google now ranks websites that follow its recommendations higher than websites that don’t.

There might be hundreds of way for getting along with mobile SEO, though I won’t be getting into technical details, I have listed some fundamentals.

 

  • Responsive: the content, URI, HTML, images, etc. remains the same, however CSS gives different rules based on browser width.
  • Mobile Site Domain: A subdomain in the lines of m.domain.com or a subfolder (e.g. www.domain.com/mobile) is most popular. It’s also wise to use the same URLs as the desktop site using dynamic serving. However, for providing smooth redirects based on user agent it’s important to parallel mobile domain with their desktop counterparts.
  • Mobile Application: This is a great way to strengthen your web presence not recommended as a stand-alone strategy and should be coupled with a mobile site. This is because customer will not be aware of app availability before going to your site, unless you are trending on the app store. Also some may find it lot easier to visit website then downloading an app.
  • Navigation: Mobile phone screens are considerably small, so a large navigation menu won’t work or visible, can add on your bounce rate. Remember, you should never duplicate the desktop site’s navigation. Try to make mobile navigation based on minimizing clicks and scrolling, you can commit this by providing links to the most visited pages. Also, provide a big touch friendly search bar.
  • Resolution: Smartphone screen various from mere 240px to 1080px these days, a site built for 240px may look horrendous on 1080px, also one built for 1080px might not even be visible on 240px. Be aware of some common screen resolution and optimize site accordingly. You can also keep a track of resolution most used to visit your site from Google Analytics
  • Touch Devices: Unless you’re living in the cave, you would have aware, how most of the devices these days comes with a touch. There are no hover or right clicks here. Keep your links well-spaced to avoid wrong clicks, use buttons don’t use dropdown menus designed for mouse.
  • Single Column Layout: Rearrange content into one column is especially useful content-heavy webpages. Also, this make website more accessible and readable.

The rest is really up to you. Let’s know in the comment about the practices you use in your mobile websites, what you do for responsiveness, do you use separate mobile sites or the same?

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Zafar Shaikh
Zafar Shaikh is a Digital Marketing Nerd from Ahmedabad, India. He is also an Author, Speaker and Trainer in the field of Digital Marketing. He is a Certified Google Adwords & Bing Accredited Professional. He’s passionate about fitness, entrepreneurship, start-ups, and all things digital marketing. Hit him up on Twitter @Zafarseo for a quick chat on any of these topics. Contributor in @jeffbullas @Entrepreneur, @Forbes

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