Mobile SEO optimisation: Capturing the growing mobile user base

Mobile SEO optimisation: Capturing the growing mobile user base

Mobile SEO optimisation

Smartphones and tablets have become the go-to for information. Mobile SEO optimisation makes sure your website works well on mobile devices just as brilliantly as on desktops. From responsive design and lightning-fast page loads to finger-friendly buttons and voice search optimisation. Our best practice steps will help you stand out in a crowded digital space.

What is mobile-friendly SEO?

While the core principles of SEO apply to both mobile and desktop, mobile-friendly SEO – also known as mobile SEO or mobile optimisation – is all about making sure your website is designed for smartphones, tablets, and even voice searches.

That means being:

• Responsive – automatically adapting to different screen sizes and resolutions, so your content is easy to read and access.

• Fast-loading – online attention spans are notoriously short, and staring at a static loading bar will soon have your clients switching off.

• Navigable – finding our way around on smaller screens can be tricky. Clear pathways and click-throughs help navigation, and convert searches into sales.

Why is mobile SEO important?

Almost 60% of organic search visits now come from mobile devices. Without optimisation for mobiles, chances are you’re missing out on a sizeable customer base.

There is good news. Google and other search engines prioritise mobile-friendly websites – boosting rankings, organic traffic and increasing visibility. SEO for mobiles also reduces ‘bounce rates’ – where users navigate away from your site after viewing one page. Lower bounce rates tell search engines your website is exciting and engaging, pushing you up the score table.

For those in the retail sector, mobile optimisation is a goldmine for boosting sales. Google stats reveal 56% of in-store shoppers use their smartphones to research products, while 59% say the opportunity to mobile shop is important when choosing a brand or retailer.

Mobile SEO best practice

So how can you improve your mobile SEO performance? Look at:

• Page speed

Mobile users expect pages to load fast, but often have slower internet connections. Compress images to reduce their file size, without losing quality.

• Cascading Style Sheets (CSS)/JavaScript

Reduce the number of elements on a page. This includes images, CSS (your website’s fonts, colours, columns etc.), and JavaScript (interactivity like animation or clickable buttons).

• Site design

Use responsive design techniques so your website adapts seamlessly to different screen sizes and devices. Streamlining your content means the most important info for mobile users is upfront.

Make menus easy to see and access. Make all calls to action clearly visible and easily understood. Use easy-to-read fonts and clear, concise language without jargon. And make sure your buttons are touch-friendly. Interacting with something else on the screen and being taken somewhere different is frustrating. Try to avoid pop-ups, they’re not mobile-friendly and can be pretty frustrating for users trying to navigate your site.

With the rise of assistants like Alexa and Siri, voice search is becoming a key part of mobile SEO. Use long-tail keywords of three or more casual words to mirror people’s voice searches.

If you’ve had a web presence for years, ask yourself when it was last updated. Technology advances are ever-changing. Many programmes that were website staples are no longer supported by most mobile devices. For example, Adobe Flash, once widely used for things like animation, has gone the way of the dinosaurs. Make sure your programmes aren’t extinct too.

• Optimisation for local business

Something else well worth thinking about is optimising your mobile website to attract local business.

Adding relevant local keywords will make you stand out in local searches. Include mobile-friendly maps and directions so people can find you. And make sure your location and business details are up-to-date on platforms like Google My Business, Apple Maps, Facebook or LinkedIn.

• Testing, testing, testing

There’s nothing better than personal experience. Put on your client's hat, use your own mobile device to navigate your website, and note any sticking points. And remember, it’s an ongoing process. Always monitor your site's performance and stay updated with the latest mobile SEO best practice.

As mobile use and online business grows, mobile optimisation is essential if you want to reach and effectively engage your audience, and stay ahead of the competition.

For 1-2-1 support or to talk about mobile optimisation for your own business, speak to one of our V-Hub Digital Advisers. To learn more about making your website mobile friendly, visit our knowledge centre.