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Mobile Optimization For Websites

The desire of every marketer is achieve a greater marketing reach. In an era of growing mobile penetration, increasing mobile search rankings is a priority. Businesses are aiming to be seen on every device that their consumers use. By improving the user experience on mobile, businesses can capture more shares of their market. Their consumers will dictate how they improve, optimize and design content for mobile devices. Businesses will need to adopt point of sale systems that accept mobile payments or they will lose out.

What about search engine optimization when most consumers are using mobile devices to consume content? This is an area of intense development and marketers have to prioritize mobile search rankings.

Why you need to increase your mobile search rankings

Statistics show the advantages of optimizing your business for mobile devices:

  • Nearly 90% of American adults use a mobile phone regularly
  • 3% of e-commerce website traffic comes from a mobile device.
  • Over 1.2 billion individuals access the web through their mobile devices.
  • Mobile searches will make up 25% of all searches in the world this year in a Google Smartphone User study.
  • Over 50% of consumers would not recommend a business with a bad mobile site, said Compuware study, adding 40% said they would use a competitor with a better mobile experience.
  • About 60% of consumers use mobile searches before buying.
  • 50% of mobile searches made a mobile purchase
  • 51% of mobile users will buy from a retailer with a site specifically for mobile users
  • 61% of people give better reviews and more likely to recommend businesses that have a good mobile experience.
  • In a study by Google, 77% of smart phone users visit search engines and then social media sites.
  • Over 90% of mobile searches end in some type of action like visiting a business or purchasing.
  • According to Google, 48% of users think less of a business if their website is not mobile-friendly.

Indeed, it is a challenge for marketers to be mobile ready in their marketing; using effective strategies to stand out amongst other websites. So, to stand out with mobile search rankings, start with:

1. Developing sites that can be used across multiple devices

Mobile optimization and SEO should be integrated for better results.  The best mobile strategy is creating a site that works on all devices.  Give importance to the design process to enhance the user experience. Know the limitations for improvement and take advantage of the mobile features.

Make a mobile friendly website as Google uses mobile friendliness to determine a website’s ranking in search results.  There is an estimated 30% increase in traffic when you optimize your website for mobile. Decreased bounce rate is also a benefit, as more visitors on your website find it functional and convenient, the less likely it’ll be for them to leave your site.

With your mobile-friendly website, your visitors will engage more if there are less annoying features such as pop-ups, tiny buttons or small font, unclear messages and slow loading speed.  Your website will get more conversions if your call-to-actions button is clear and easy to click.

2. Use strategic SEO practices

I guarantee an increase in mobile search rankings if you apply ethical SEO practices to your mobile site.

Using relevant keywords in headlines is one SEO practice that it is important for mobile; you need to know the behavior of your target consumers and how to cater to their needs on mobile devices. Relevant page title is an advantage to increase your content rank.  Page titles are the first things that mobile users evaluate when searching on their phone.  If you can match closely your titles with their search queries, it ensures a higher rank.

Accurate page descriptions, outbound links and standard coding are some of the good SEO practices that can provide opportunity to deliver relevant, high quality content to mobile users. This, in turn will lead to a better user experience and conversions.

3. Create relevant and compelling content

Your content is the core of all mobile marketing strategies.  It needs to be useful, compelling and regularly updated content so that more people and spiders will visit and the more recommendations you will get by linking from other sites and social media.

Your content must subtly sell your company and its goods and service.  It must not only focus on selling but sharing.  Make sure your content adds value to your company and customers. How do you know if it is useful and valuable? You find out by looking at engagement rates with analytics. You can see how many people read it and then shared it to their social networks. Another reliable way to tell is the number of links people make to your content. If your content is amazing, it will get many views, shares and links.

If you run an ecommerce business, include in-depth product information, advice, reviews, and regularly updated offers in your content.  In addition, helpful articles and information, entertainment, giveaways and competitions that are related to the business and customer relationship can help.

Your content marketing must be done well as it serves the users as well as being a big benefit with mobile SEO.

4. Prioritize the mobile phone users in your mobile strategy

The reason why you are taking these strategies is for your target audience. Once you put them at the center of your mobile marketing strategy, your mobile search rankings will improve.  Make your mobile website/content user-friendly and optimized.  Improve your mobile browsing experience.

You can adapt responsive design as it works great for mobile devices; just optimize it for loading time if videos and ads filled your page. Dynamic serving detects the device before returning content and adjusts the response on a single URL. Ads and videos may be eliminated so the content can load faster.

5. Speed is everything

Speed is everything to consumers. Most consumers don’t have time to wait; mobile devices give them this convenience over opening up the desktop for Internet browsing and purchases. Mobile Internet browsing is preferred because it is fast and convenient. As recent surveys show, mobile payments is gaining traction.

You need to speed up your page loading as it also plays a critical factor in mobile SEO.  The mobile users want quick and easy access to your content.  Be sure your download speed average is seven seconds or much less.  Download speed is one factor that determines your website’s position on the mobile search engine results page.

6. Make it social

Make it easy for people to recommend you.  Mobile users are social, and it’s important to give your users options to share your compelling content, offer or recommend your services on their social media accounts (Facebook, Twitter, Pinterest or Instagram), by providing links with those instantly recognizable icons.  Users, who access social networks primarily on mobile devices, can add the ability to share your content on social networks to make it more visible.   In digital marketing, to be social is vital.

7. Do not make long pages for mobile searchers

Use less text on your mobile pages because mobile users don’t have the attention span to read everything. Mobile Internet users are on the move and can be distracted easily. Make a special shorter mobile version of your site.  However, be sure to include your keywords, accurate meta descriptions, alt descriptions on mobile images as it is important for mobile search.

8. Make mobile search local search

Mobile users search mainly for local stuff. Research shows that mobile searchers are more interested in the right here and now than PC searches.  Mostly users look for things in the neighborhood not in another corner of the world.  Searches for Starbucks for instance; people search for the nearest Starbucks from their mobile devices for faster access.

9. Optimize your mobile search for your mobile apps

If you prompt your mobile site visitors to download your great mobile app before they get to see your mobile website, this can take the attention away from your site. You want to avoid this ‘download our app’ interstitial because it makes your mobile website less important for users and the search engines. Your mobile website attracts the most traffic so it can be leveraged to draw attention to your mobile app. Not the other way round. You can instead, subtly inform your mobile website visitors that a mobile app is available for download if they want.

10. Keep your mobile websites to the point

37% of internet users said that they prefer mostly mobile when searching and surfing on the Internet. I suspect that this is because everything is condensed and to the point. Content is short and digestible; after all, who has time to scroll through so much for the few nuggets of gold?

This short and sweet mindset applies for your mobile content strategy. Your users will thank you for giving them what they want quickly. Make a short menu, present the most relevant content, place the most urgent call to action buttons where they can see and simplify as much as you can. 

The art is to condense content without losing the essence and most important messages. You do not want your viewers to miss out on your latest offer or products. Experiment with different layouts and content to see which offer the best user experience. Observing the feedback and website visitor data can help you refine mobile strategies.  


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