Mobile and internet technologies have played an increasingly important role in people’s lives over the last decade. We have made increasing use of desktop and laptop computers for the purposes of work and entertainment. We’ve also spent considerable amounts of money on sophisticated mobile phones and tablets. The great reliance on web based technologies has been welcomed by the community of digital marketeers. They’ve had the opportunity to promote products and services to people who are constantly ‘switched on’. However, Adobe recently revealed that 45% of companies are still to optimise their websites for mobile use. That’s why Generate UK have created this helpful mobile SEO guide.
Different Types Of Use
It is important to remember that people use their desktop computers and mobile phones in very different ways. The desktop user may well be located in a business office or dedicated computer room. However, there is a fair chance that the mobile user will be on the go. They’ll want to access relevant information in double quick time. They are likely to favour streamlined mobile websites which are easy to navigate and understand.
You are advised to simplify your website for mobile use. This means discarding any unnecessary content or navigational features. You should also aim to reduce the amount of time which is taken to achieve online conversions. Ensure the basic navigation of web based stores and allow the customer to purchase products or services in a variety of ways. Remember that people may be viewing your website on hand-held devices and using touch commands.
The Importance Of Speed
Some of you may have been tempted to boost the appeal of your websites by incorporating high quality images and Flash videos. Such enhancements may be appreciated by people who are able to enjoy broadband internet access from the comfort of their own homes. However, the highly pixelated pictures and HD videos may take an age to download on mobile devices. Your website visitors are more likely to click elsewhere than wait for the content to load. This will mean that the potential for mobile conversions is diminished.
If you’re really keen to find out the effects that different types of content have on your site loading time then it would be worth using the Google Chrome testing tool. This helpful utility will even provide ideas for improvements in speed. It may reveal the need to embed web based resources in HTML or minimise the size of certain images.
It is worth pointing out that your the appearance of your website will vary, depending upon the devices that people use. A chunk of text may be easily viewable on a 16” laptop screen. However, the mobile user may have to zoom in and make positional adjustments if they are to read the content. The mobile visitor may also be frustrated at having to scroll past sizeable headers and navigational bars on each page that they visit.
If you’re really keen to understand the mobile experience then it would be worth accessing your website on different phones and tablets. You may discover that there is a need to split content between multiple pages. You might also consider the use of white space to break up the various sections of your website. Make sure that any enhancements are made with the website user in mind.
Search Engine Success
It has already been mentioned that mobile users are generally rather loathe to scroll through multiple pages. The same rule applies with regards to the search engines. It is therefore absolutely imperative that your website features prominently in the listings. You might even be prepared to spend time and money on the development of PPC campaigns, with the ultimate aim of having your advertisements featured above the organic results.
Another point to bear in mind is that search engine behaviour changes depending upon the devices that people opt to use. The types of keywords and phrases used by mobile users are often fairly short and concise. People have even started to utilise voiced enabled search technology. You can use Google Analytics to distinguish between the terms deployed by the various kinds of website visitors.
Mobile Site Tests
If you’re really keen to find out what your website looks like on different mobile devices then it would be worth using online tools such as Google GoMo. This will allow you to ascertain the positive and negative design elements of your mobile site. It will also provide you with information about the 3 basic ways of developing your mobile presence. You can then use split testing applications such as Mobify in order to gauge the effectiveness of different enhancements.
You should remember that the primary purpose of mobile optimisation is to satisfy the requirements of your website visitors. It’s for this reason that you should ask for feedback and suggestions regarding potential updates. You will improve the levels of customer engagement by acting on any advice that is provided.
You should now have a greater understanding of the strategies which should be implemented as part of a targeted mobile campaign. However, you may not have the level of time or technical expertise required to effectively optimise your website. Thankfully Generate UK are here for you. Our dedicated team of web designers and SEO experts can help with everything from the identification of suitable keywords to the creation of targeted calls to action.
If you’d like to find out more about our comprehensive SEO services then please drop us a call or email today!
Google GoMo - http://www.howtogomo.com/en-gb/d/
Google Speed Test - https://developers.google.com/speed/pagespeed/
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