Propel your company’s content to the top of mobile search results.
If you’re looking to expand your brand’s digital footprint, tailoring your content to the mobile browsing habits of today’s consumers is of critical importance. Too often, though, marketers optimize a web page for use on a desktop computer while neglecting to consider how that content will look and function on mobile devices.
With 33% of people using smartphones as their main point of internet access, it’s more important than ever that your mobile site design is appealing, intuitive, and responsive — and that it’s showing up in relevant search engine queries. To ensure that your business’s content is optimized for the mobile masses, these are the SEO tactics that every marketer should master.
1. Craft Meaningful Schema Markup
After scanning through the search results that their query has surfaced, users often decide to visit a given site based on the short bit of text displayed under the site’s name and URL. This text is called a “snippet,” and it is of vital importance to the performance of your site.
Because there is less physical real estate to work with on the small screen of a mobile device, it’s especially important to optimize these snippets such that they encourage searchers to click through to your site. Schema markup — a vocabulary of microdata that can be added to pages and posts in order to provide search engines with a way to better categorize your content — can be highly effective in ensuring that the snippets displayed are relevant to a given search query, thereby maximizing your SERP rankings.
2. Tailor Your Site to Voice Searches
Siri, Alexa, Cortana, and other voice-based digital assistants are forcing companies to think differently about how they get mobile users’ attention. According to Hubspot research from 2015, 37% of mobile device users had called on Siri in the past month to conduct a search, while 23% had used Microsoft’s Cortana.
As voice search technology improves, this number is only projected to increase — so it behooves marketers to ensure that their content is as optimized for on-the-ground voice search as it is for traditional desktop-based searches. Optimizing your content for “near me” searches is a surefire way to capture the interests of consumers looking to make an immediate purchase or seek out services right where they are.
3. Make Your Website Mobile-Friendly
In the mad rush to get websites off the ground, a lot of businesses forget how essential it is to design sites that make mobile navigation a positive experience for users. After all, a confusing and unnavigable website isn’t going to capture the loyalty of a returning customer base. To make sure that your site is as mobile-friendly as possible, use Google’s Mobile-Friendly Test to find out what sort of first impression you’re making on visitors.
While there are plenty of decisions that you (and your web developer) will need to make as you prepare your mobile site, it’s essential to think about how your desktop site’s features will display on a much smaller screen. If video content hasn’t been optimized for mobile viewing or a pop-up window prompting a user for their email address can’t be easily dismissed, there’s a good chance visitors will abandon your site altogether.
4. Make the Switch to AMP
Did you know that 53% of mobile site visits are abandoned if they take more than 3 seconds to load?
To help businesses put their best foot forward in a mobile-first world (and keep users engaged for longer than it takes to load their website), Google’s Accelerated Mobile Pages, or AMP, have brought faster-loading content to more than 1.5 billion web pages. The average AMP page takes less than a second to load — and that load time is getting shorter by the day.
And, while Google insists that utilizing AMP pages is not a factor in your SERP rankings, there’s no question that page speed is. As such, AMP pages will rank higher than conventional mobile pages, simply because they load faster.
Longneck and Thunderfoot offers search engine optimization and analytics services to help businesses transform their websites into visible sources of knowledge online and answer the questions that matter most to your prospects. Learn more about SEO and analytics here.