Today’s internet users are increasing, in some segments overwhelmingly, getting the content from mobile devices. A 2016 survey found that more young people use social media than television as their main news source, an indication of just how dominant mobile is. What does it mean for today’s SEO marketing?
Indexing is changing
Making websites mobile-friendly is no longer an optional extra; it could be central to your marketing strategy from the start. Despite this, a number of organizations still believe that the same SEO tactics they use for desktop sites could be carried over to mobile content with minimal adaptation. Even to the extent that it was partly true in the past, it’s likely to become increasingly less so as Google adopts mobile-first indexing to an ever-greater degree. A direction of travel is clear, and businesses which do not adapt will quickly seek themselves at a competitive disadvantage.
But rankings matter even more
A startling statistic explains that half of mobile users are prepared to wait no longer than 3 seconds for a page to load. This impatience applies to search results: many of those who have grown up with mobile are less inclined than desktop users to look beyond the top of the search ranking page. The smaller screen of smartphones & tablets makes browsing through search results a relatively cumbersome process. Sites at the top of the list may, therefore, get a greater boost than previously, so hiring a good search marketing agency could help with ensuring your business remains visible on search in order to reach your digital marketing goals.
Hit mobile-friendly keywords
The mobile revolution has transformed how people use to search. When almost everyone accessed the internet from desktop/laptop PCs, someone looking for the best pizza in Manchester was probably thinking about home delivery. Now, they are may be standing in the street during a night out. For this reason, hitting a search string like “pizza near [location]” can bring great rewards. Short, snappy words & phrases are likely to attract the mobile-first generation more than in-depth discussions. Voice search is increasingly important, and supporter of SEO services are adapting fast.
Do not block web crawlers
If Google’s robots are unable to access resources that make it clear pages are written for mobile browsing, the desktop version of the site might end up featuring highly in searches made from phones. This could have potentially serious knock-on effects, like the dominance of unplayable Flash videos on certain pages, which mobile users don’t react well to. Combined with the unwillingness of users to persevere with uncooperative sites, the net result is likely to be that your content could be lost to its intended audiences – and perhaps worse, the site may receive considerable negative word-of-mouth.
Optimize for app stores
Creating an app could bring great rewards in profitability & reputation, but app stores are crowded. If yours does not stand out from the crowd, it’s not going to get traction in the first place. Research the terms people search on app stores –not the same as those they’d use on standard web content. Make sure the content in your app is rich in these keywords. Although app store optimization isn’t a new idea, the ever-increasing dominance of mobile devices makes it more necessary than ever.