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Mobile SEO 101: Ride the Waves of the “Smart” Revolution

Smart phones to tablets, to TVs, to watches, and now, to homes – the evolution of smart devices has had a radical impact on all aspects of human existence. As far as the world of commerce is concerned, it would be completely reasonable to say that the new wave of digitalization has completely transformed the way businesses communicate and connect with their audiences. The virtual hemisphere currently boasts of a rapidly increasing patronage of approximately 3.2 billion users, translating into countless opportunities for almost every conceivable business. To tap into the endless reservoir, however, it is imperative for businesses to focus on mobile users – it’s no longer about “choice”.

Why Think “Mobile”?

Google, in a recent blog post, confirmed the end of the much-prolonged leadership struggle between traditional and contemporary web access devices. According to the global search major; more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.” In addition, IMRG Capgemini Quarterly Benchmarking Report shows that in the US, approximately 52 percent of digital content consumption is attributable to mobile devices.

In addition, earlier in Apr 2015, Google rolled out an algorithm update, colloquially called the Mobilegeddon. The update augmented the search engine’s focus on enhancing the prominence of mobile-optimized websites, which, contrary to popular notion, goes way beyond a responsive website design. The search engine now requires websites to not only comply with its search quality guidelines, but also ensure superlative user experience on all types of devices. Therefore, if any business views organic search as a potential acquisition channel, mobile SEO is a must.

Mobile SEO: The Solomon’s Key

Mobile optimization not only helps improve the prominence of your website in mobile searches, but also ensures seamless experience for all users who visit your website, regardless of the access device they use to access the web. So, without more ado, here’s how you need to go about it:

Pre-optimization Analysis

To recommend a remedy, it is imperative to identify the problem areas and the gravity of affairs. Therefore, before getting down to work, conduct an in-depth pre-optimization analysis to:

  • Asses the inadequacies in your website, especially from SEO perspective
  • Identify the most searched keywords related to your business
  • Determine the tactics being deployed by your competitors
  • Separate the currently yielding tactics from the ineffective ones

Architecture Optimization

When it comes to readying your website for mobile audience, there are three options, with responsive design could being the safest bet. Simply put, a responsive website adapts itself to the screen of the access device.

Dynamic serving and separate mobile URL are the other two options. While the former lets you display different content to different users, the latter involves creating a parallel website with subdomain “m” for mobile users.

In addition, the metadata, especially the titles and descriptions, also plays a major role in deciding search receptiveness. Update the metadata of your website integrating the most searched keywords relevant to your business.

Speed Optimization

Today’s much demanding consumer has no time to wait, and if asked, they may not waste a breath to close the tab. That is the reason why it is extremely important to ensure fast load speed, especially for direct-sales entities.

To increase the page speed of your website, start by optimizing rich content and leveraging browser caching. In addition, here are some handy tips:

  • Minimize heavy codes and redirects
  • Enable ‘Keep-Alive’ signal
  • Make cacheable landing page redirects
  • Reduce DNS lookups
  • Use CSS at the top and JS at the bottom

Content Update

If it’s been a while since your website was launched, or if you have reasons to believe the content is taken from other sources, redo it while incorporating the targeted keywords. When it comes to creating content for your website, here are some simple rules:

  • Avoid bloated statements and expressions
  • Address real world concerns of your target customers
  • Maintain an onsite blog to establish authority
  • Use short and simple sentences
  • Strategically place CTAs

Local SEO, If Required

If your business has a local audience, there are a few more focus areas. In addition to listing your business in Google My Business and local directories, local optimization includes:

  • Participating in community discussions via social
  • Strategic distribution and amplification of engaging content
  • Standardizing the name, address and contact details of your business
  • Incorporating the name of target regions in metadata and content

Measurement, Reanalysis and Amendments

One of the biggest mistakes committed by businesses is not following up on their digital marketing initiatives. Most entities have a fixed marcom budget that they segregate between organic and paid avenues and wait for the harvest.

No matter whether you have appointed an in-house team to handle affairs or have outsourced the task, it is essential to keep a close check on the progress of your campaign, and reposition existing strategies to optimize returns.

Don’ts

No Need to Block CSS, JavaScript, images

Gone are the days when mobile devices did not support these elements and web developers had to block one or all of them, to optimize websites for search engines. In fact, by retaining these elements that you actually help Google to determine the nature of your website and its suitability for different audiences.

Don’t Use Flash

Flash, though creates great animations and videos, usually hampers the search receptiveness of a website, as search crawlers do not have the capability to decipher their intent or target audience. Besides, if flash plugin is missing in a smartphone, the user will not be able to experience the true feel of your website. Compared to flash, using HTML5 is a much better alternative.

Caution

Though all major industry mouthpieces have repeatedly broadcast that blind link building and participation in link exchange programs are a strict NO, many agencies still resort to these and other black-hat tactics to deliver short-lived results. So, beware. If you are planning to outsource search optimization to any agency, keep a close check on their activities and ensure all the links they add to your website’s link profile are not only relevant to your business, but also contain high value content that establishes your business as an authoritative brand in your segment.

If you need expert guidance to navigate your way through the mazes of local search engine optimization, let us know and our team of web wizards will be happy to help.