If you didn’t already know, mobile is the future of search. With Google having rolled out their mobile-first index, mobile SEO is as important as ever. What this means is that your brand could lag behind the competition if it’s not presenting well on mobile devices.
While 95% of all mobile searches are done through Google, about 60% of all Google searches are done from a mobile device and the trend continues to grow. That’s 27.8 billion more searches performed on mobile than on desktop, according to Google. Mobile devices and apps continue to become stronger, more beneficial, and less expensive than ever.
For this reason, brands need to go where their customers are—make their online content mobile friendly. Ignoring the changes to mobile marketing and advertising could have devastating consequences to your business and brand. Customers will pass you over for more visible and available brands. This doesn’t just apply to e-commerce brands, but applies to all industries, from medical practices to transportation companies.
It’s never too late to get started on improving your mobile presence. But the sooner you get started, the sooner your company can reap the benefits. Let’s discuss the three steps you can take right now, in order to improve your mobile SEO.
Understand Google’s New Requirements
No one wants to waste time and money. That’s why it’s imperative that you pay attention to Google’s new requirements and suggestions. First, let’s understand what Google’s Mobile First Index is. Google now ranks search results based solely on the mobile version of the page, even when searching from a desktop computer. Before this change, searching Google via desktop would yield results of desktop websites and searching via mobile would yield the mobile versions of websites. Now, no matter which type of device you search from, Google will show you the mobile-friendly websites first.
The new Google requirements are as follows:
- Structured data – this is data that is entered directly into the HTML. This allows search engines to crawl and understand your website. Google says structured data should be present on both the desktop and mobile versions of your site.
- Content – your mobile website’s content should be consistent with your desktop version’s content. Don’t cut your content short on your mobile version because it will be a huge disservice to your mobile SEO indexing.
- Metadata – titles and meta descriptions should be equivalent on both versions of your site.
- Popups – don’t obstruct the user view with full screen popups. Otherwise, Google will penalize you.
Keywords Your Audience Uses on Mobile
Even though you should be targeting the same audience on mobile as you are desktop, people tend to search differently while on the go than they do when sitting at their desktop. Understanding the keywords your audience uses while searching on mobile can help you. This is especially valuable for local businesses using local SEO. For example, in 2015, if you searched for Toys R Us you would probably have been searching for a specific sale nearest you. But if you search for Toys R Us in 2019, you would probably be trying to find out if there were still any locations open nearest you (unfortunately, they’ve all been shut down).
Investing in mobile marketing and advertising just as much as you invest in web advertising will determine if new customers are able to find your brand. Of course, you want to be found whether via mobile or web but given that we know more searches are conducted via mobile device than desktop, you need to make sure that your brand is well represented via mobile SEO.
These steps will help your company get started toward a successful mobile SEO campaign. Don’t get left behind.
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