The Secret Weapon: How SEO Maximizes Mobile Marketing Impact
If you’re not mobile, you’re not going anywhere.
It’s as true figuratively as it is literally – mobile traffic now accounts for over 50% of all internet traffic. If you can’t maximize your mobile marketing, you’ll fall behind.
Below, we’ll be taking a look at why it’s important to maximize your mobile marketing with SEO, and how you can achieve it.
Why Mobile Is Important
Historically, online marketing has focused on the desktop user because they made up the largest portion of online browsing.
But the majority of online traffic is now mobile, whether from smart phones, tablets, or other devices. Simply put, if you’re flubbing your mobile marketing, you’re also flubbing your marketing altogether.
According to Google, people are highly likely to abandon a site that isn’t mobile-friendly. And if a mobile site takes over three seconds to load, almost half of its visitors will simply leave.
As a result of these trends, search giants like Google are moving toward better support for mobile sites in the rankings. That means it’s more important than ever to boost your mobile marketing with SEO.
Playing the Google Game
Since May 2016, Google has been improving the ranking signal of mobile websites. This means mobile is catching up with desktop as a major determiner of site rankings.
In a sense, SEO has finally caught up with the popularity of mobile browsing.
This means that by focusing your mobile SEO, you’ll be planning for the future, not the past. And more importantly, your strategy will align with Google’s. Given that Google thoroughly dominates internet searches, this means you’re well placed to ride the wave.
If you stay on top of this trend, you can find yourself pulling away from your competition as they fail to adapt to the newly weighted rankings. For a small investment of time, you’ll have made huge gains.
But don’t think your mobile SEO is sorted just yet.
Mobile and Desktop Are Different
You may think that your desktop SEO is sorted, so your mobile SEO will follow. This isn’t true – SEO isn’t a one-size-fits-all situation.
Mobile page rankings actually see different trends than desktop pages. This ultimately boils down to a few factors. Firstly, mobile pages reflect more in the way of user ratings in their rankings. Secondly, mobile searches inherently show more localized information, which narrows their focus.
Local searches can drive your page down the rankings if it isn’t seen as a relevant result. You can combat this with effective keyword use, doing more to adjust your SEO to target localities.
You can even leverage this by adapting to local terminology. Is there a different keyword phrase that customers in your chosen niche would use? Adopt it into your keywords! It’s one more way your customers will find you and not your competition.
Gathering customer feedback can also help to boost your mobile SEO rankings. Reviews and ratings give Google an unambiguous metric for rating your site’s mobile experience above others.
So What Makes Good Mobile SEO?
There are a few other key considerations to making your mobile site SEO friendly. Perform a regular SEO audit to make sure your mobile site is operating at its best.
To rank well, your mobile site needs to be fast and responsive. There’s no quicker way to turn customers off from your mobile site than a slow load.
Search engines by their nature give users access to an almost infinite amount of alternative sites to yours. By allowing your site to move at a crawl, you’re almost guaranteeing they go elsewhere.
The key figure here is “time to first byte” or TTFB. This is the time it takes a browser to your page’s first byte of data. This tops out at about 3 seconds for achieving a good site ranking – but this is a gradient, and customers will prefer faster sites.
After your customers land on your site, they also need to be able to use it.
Firstly, you’ll need stable servers with reliable uptime. The usability score of a site that isn’t available half the time quickly plummets.
You’ll also want to check your sites for mobile responsiveness and ensure your site works in mobile conditions. There’s nothing more frustrating for a user than a menu that refuses to work correctly on mobile.
Your site also needs to be visible to the ‘search spiders’ whose job is to crawl the internet looking at page data to index them properly.
If you want your mobile site to rank highly, your site needs to be spider-friendly. Are your meta description, product pages and title tags optimized for spider crawls?
Content Is King
Ultimately, you can fine-tune your site as much as you like, but if you don’t have good content, you can expect it to slide down the SEO rankings.
This goes double for mobile sites, which rely more on customer reviews to rank. Writing good content can be tricky – you can click here to find out the kind of mistakes content writers make. However, there are two things you can keep in mind to maximize your content effectiveness:
Write to Your Keywords
Your keywords bring customers to your site, so your content should reflect your keywords. Without keeping this simple fact in mind, you’re turning customers away from your site due to a case of misleading advertising.
Add Genuine Value
Many sites make the mistake of writing content for content’s sake. But this can be a self-defeating strategy. Customers will see straight through an article that doesn’t offer genuine value, and your site will soon slide down the ranking as a result.
Conversely, if you can offer your customers consistent, high-quality content, then be sure to come back again for future.
Improving your mobile marketing will always be an ongoing project. You need to stay on top of the latest trends and keep an eye on what your competition is doing. You’ll also need to constantly adjust your keywords to hold your place in the rankings.
Keep revisiting this article to tune up your SEO mobile marketing strategy, and be sure to follow our blog for more marketing tips and tricks!