A business that isn’t properly investing in digital mobile marketing is likely dooming itself to failure. In many key markets and demographics, engagement on mobile devices like smartphones and tablets has outpaced its equivalent on computers, meaning that being able to reach those audiences is paramount.
One of the major ways to make this happen (and jockey for attention with competitors) is through well-implemented mobile SEO. However, many businesses don’t understand the factors that set apart a well-optimised mobile site. Here’s a profile of some of the key ingredients.
Understanding the Ranking Factors
Before getting into specifics, it’s important to remember what good ranking means for a mobile site. Essentially, when a user enters a search query, you want your site to be one of the first that appears. Part of this means knowing your target audience, and what they are likely to enter. However, when you’ve figured those keywords out, you need to optimise your mobile site for it. Here’s how:
In some cases, you may have a site that was originally designed for desktop users, but now is getting more and more of a mobile audience. Updating the site to be responsive means that the design elements of the site will shift based on the device the end-user is using to be easier to read and navigate. This is essential for several reasons. First, responsive sites will naturally rank higher in a mobile Google search. Along with this, if a mobile user goes onto a responsive site, they will be more likely to use it than one where they are struggling to read the text. This last point will be very important in a little bit.
Some things carry over from desktop SEO to mobile SEO. For one thing, you want to make sure that you have plenty of backlinks from authoritative sites. Another thing you want to focus on is page speed. Some pages may take longer to load on mobile than they do on desktop, which could hurt your ranking. Be sure to run tests on both platforms if you are using a responsive site.
Local SEO is currently driven by the number of mobile devices. If a person is in an area and has questions, they can simply put in their location and query which can lead to a variety of responses. You want your business to be in those responses, which means making sure your pages and metadata have clear info like your address, phone number, and hours.
This last point may sound a bit obvious, but it bears proper mentioning. No matter what platform you are or what search engine you are trying to rank for, you need to put forth quality content. How exactly do you quantify this? Take a look at your pages and see if the bounce rate is strong, the length of stay on the pages, or the amount of helpful content. As Google continues to update its algorithms, content that has a lot of keywords, but not a lot of practical use, will slide down the rankings.
Mobile SEO is perhaps the linchpin of a lot of digital marketing strategies today. Depending on your niche, there may be a larger amount of your target audience using mainly mobile platforms versus desktops, and you need to be able to meet that demand. However, as you can see from our previous discussion, there’s a lot to unpack in terms of potential ranking factors. One of the best ways to determine how you are performing is with a mobile SEO audit. By working with the likes of an experienced SEO agency in Melbourne, you have the tools and expertise to figure out what rankings your site hits well on mobile, and where you need to improve.