We are addicted to our smartphones. For many people, the smartphone is the first thing they check when they get out of bed in the morning. It is also the last thing they check before they go to sleep. People use it for everything. It’s huge. Mobile has changed our lives. It has also changed SEO. Mobile SEO helps you to reach customers and satisfy their needs in an enjoyable way. This guide to mobile SEO will show you everything you need to deliver a perfect mobile experience.
Mobile SEO is so important because it helps you get in the right place at the right time and makes sure the experience you offer consumers is stellar. Mobile traffic has eclipsed desktop traffic. Every day, more and more people are discovering the enormous advantages of the smartphone. Our whole lives are in those machines – it’s almost scary to see how attached we’ve become to our smartphone. Many people call it an extension of themselves and something they couldn’t live without. To reach these people you need mobile SEO.
Mobile does not necessarily mean on the go. Studies find that people often grab the nearest device to look something up and in most cases that’s their smartphone. They use it to inform themselves about products before making the decision to buy something. Anywhere any place. According to research by Google, smartphone users have a higher buyer intent than desktop users. They’re focused and ready to buy. It’s your job to be there when they are looking for your products.
Mobile SEO vs. desktop SEO
There’s a difference between desktop SEO and mobile SEO, but the goals are often comparable. You want to reach your audience and turn them into customers. In some ways, desktop SEO tactics also work for mobile SEO, but in a slightly different form. Three big themes still apply: focus on performance, user experience, and content. In desktop SEO you’ll often focus more on the general public, while mobile SEO is somewhat more local oriented.
Google’s mobile-first index
The importance of mobile SEO is made even clearer by Google’s recent announcement. Sometime in 2018, Google will switch to a mobile-first index. What does this mean? For the first time, Google will determine rankings based on the quality of the mobile version of the site instead of the desktop version. A new Googlebot will crawl your mobile site and determine if its performance, content and user experience are up to scratch. If so, you can get a good ranking. If it fails somehow, other sites will be higher rated and will pass you by. Even if you’re not focusing on mobile you will still be judged by your mobile site, so now is the time to take action.
Things will change
Right now, nobody knows exactly how this process will differ from the current one. We do know, however, that you must keep your mobile site crawlable by taking down all possible barriers like poorly loading scripts. Don’t block stuff in your robots.txt. It also has to offer the highest possible performance if you want to be indexed well.
You can no longer present less information on your mobile site than on your desktop site. Your content has to be the same on both, because, in the future, you can only rank on the information that is on your mobile page. Or, like Google’s Maile Ohye told us in an interview:
“To “optimize” for a mobile-first index, make sure that what you serve to mobile users is the version of the content you’d want Google to index, not a paired down version, or a version that gets updated later than desktop, or version that redirects to the mobile homepage.”
Don’t forget to tell Google your site is mobile-proof. You can add a viewport declaration – if you’re using responsive design – or a Vary header when using dynamic serving. More on later on in this article or in Google’s developer documentation.
Know what to do
Mobile SEO is – just like regular SEO – all about making sure your site is crawlable and findable. Also, you need stellar performance, great content and a flawless UX. To get it right, you need to know how your site is currently performing and what your visitors are doing right now. For instance, do people use the same keywords on mobile to find you? People often change how they search while using a mobile device. And what do you want people to do? Offering to navigate to the nearest Whole Foods is less than ideal when you’re on a desktop machine. It makes total sense on your smartphone, though.
Mobile SEO tools
You need to become best friends with Google Search Console. Its search tools are legendary and a big help if you want to find out how your site is doing in the search results. For instance, by using the Search Analytics feature, you can see how mobile and desktop users use words to find what they need. Are you targeting the right words? Should you focus on something else?
One of the other Google Search Console tools that make your life a bit easier is the Mobile Usability tool. This tool checks your site and presents an overview of posts and pages that don’t follow Google’s mobile-friendly rules. This is an excellent way to start improving your mobile SEO.
Another Google tool is PageSpeed Insights. This tool shows you exactly how fast your site loads on mobile and desktop. It also suggests performance improving enhancements. Use this alongside the Developer Tools in browsers to see how your site is rendering its contents. Some other great tools to up your mobile SEO game are Google’s Mobile-Friendly Test, Analytics, SEMrush, OnPage.org, ScreamingFrog, and SimilarWeb.