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