Marketing Fun Friday: Improving Mobile SEO For Even More Conversions
Posted by Megan Webb-Morgan on March 22, 2013 in Marketing, SEO [ 0 Comments ]
According to the 2011 Google Mobile Movement study, 88% of visitors coming from mobile searches act within 24 hours, with approximately 70% acting within the first hour. In order for your mobile site to benefit from the speed and volume at which mobile users make conversions, you need to start utilizing best practices for SEO.
These include both traditional SEO practices and tactics specifically geared towards the particular concerns of mobile.
Traditional SEO practices
While there are differences in how search engine bots crawl web and mobile sites, the value of title tags, heading tags and alt tags cannot be understated. Just as you would optimize your regular website by placing targeted, branded keywords in these tags, so too should you optimize your mobile site in the same way.
Remember, however, that mobile users search and navigate your site in different ways from regular computer users, and you may need to alter your keywords in order to best take advantage of your mobile audience’s behaviors.
- 30% of shopping-related content accessed on a smartphone is driven by search (Hubspot). If your keywords aren’t optimized for mobile-specific search, you’ll miss out on much of the relevant shopping traffic that could otherwise have been routed directly to your site. And if traffic isn’t coming to your site, you won’t get any conversions.
According to SmallBizTrends.com, 60% of users expect a mobile site to load in three seconds or less. Both users and search engine bots take into account your mobile page load time in determining how valuable your site is. If your mobile site doesn’t load quickly, it can hurt both your SEO rankings and your conversion rates.
- Since images are the greatest drain on bandwidth, you need to be extra discerning about what images you use on your mobile site and how you use them. Be picky about the images you use, and make sure that they are optimized for smaller screens.
- Avoid using flash, object and java script in your mobile site, as they also use more bandwidth than they are worth and often cause compatibility issues on older phones.
Mobile users move at a much faster pace than regular web users – they want to find what they’re searching for quickly and easily, and don’t want to be bogged down with extraneous details and text. Produce content that is optimized for mobile – but don’t try to stuff it with keywords, as this makes it more difficult for customers to read.
- Changes like the increased personalization of search results and the inclusion of real-time content like tweets and wall-posts are beneficial for mobile search because they provide information quickly and easily.
Mobile is geared toward local visibility. According to Google, approximately 97% of users search for local businesses online. Furthermore, one-half of all local searches are performed on mobile devices (Hubspot).
- Make sure your business’s name, address, and location are readily available on your mobile site – in more than one place. Have it appear not only on your contact page – where users can use click-to-call to contact you – but also local directories, Google places, online reviews and ratings.
Always test your mobile site on a variety of devices to ensure that it is functional on various platforms, screen sizes, and screen resolutions. Glitches, broken links, and failed code frustrate both your customers and the search engine bots – reducing your rankings and conversion rates at the same time. Follow these best practices for mobile SEO to make sure that customers can find, navigate, and make purchases on your site easily and efficiently.
Photo credit: techi.com