Mobile SEO is the single most important marketing factor for the typical local business.
Mobile online marketing is now synonymous with online marketing. More users consistently use mobile devices today than connected ones. In late 2016, Google began testing a mobile-first index. When they rollout and begin using the index, search engines will look to the mobile version of your website before the desktop version to determine ranking.
Websites without a mobile version or with a poorly optimized mobile website will slip even further in search engine results pages (SERPs) as the rollout encompasses more sites. The good news is that some mobile SEO tasks are very easy to do yourself.
If your content performs inconsistently across mediums, you’re missing an audience engagement opportunity. Mobile SEO, much like traditional SEO, is about creating and tagging content in a way that makes it stand out online. Use this list of DIY mobile SEO tips to protect your brand from search engine penalties and maintain online visibility:
1. Create a Google My Business listing.
One of the most important listings businesses owners can create, Google My Business accounts are free and simple to set up. Fill out the information to the best of your ability, and include as many images of your business as possible. When people enter a search for your business online or via a Google app, they will likely see this information first. Make it count.
2. Frequently review all directory listings.
Beyond the Google My Business account, mobile users may use other websites and applications to find your brand. Frequently review and update all listings for your business online. Update listings on Yelp, local websites, TripAdvisor, Facebook, Angie’s List, the Better Business Bureau and other popular business directories. These listings will ensure searchers reach the right information when they search for your name.
3. Get social.
On mobile devices, social media sites drive a significant amount of traffic. Around 80% of social media users spend their social media time on mobile devices. If you want to maintain visibility with mobile users, prioritize your social media marketing strategy. Use platform-specific advertising, engage with users, and/or post prolifically to ensure your brand stands out.
4. Take advantage of plugins.
If your business uses WordPress or another platform, take advantage of the plugins designed to make your mobile site more user friendly. WordPress offers plugins to improve site speed, optimize images, and take care of other important mobile SEO tasks. WPtouch is a somewhat ubiquitous WordPress plugin that will create a Google-approved mobile-friendly version of your website. If you’re not currently using a professional to update and optimize your website, look into how plugins can help you maintain visibility online.
5. Use keywords for content visibility.
Mobile users search differently than desktop users. Optimize for mobile keyword searches to keep your content in front of the right people. While you can purchase tools to find the right keywords for your content, you can find keyword comparisons by device in Google’s Search Analytics.
6. Optimize images.
To improve page loading times on mobile devices, optimize images for mobile users. If you don’t use a plugin to help with images, identify the ones that present a problem using a page speed tool and then compress or change the dimensions for faster loading times.
L'Oreal's team understands that by simply adding value, the app instills trust in potential customers and makes them more likely to choose L'Oreal next time they purchase a beauty product.
7. Prepare your content for mobile.
In addition to searching differently on a mobile device, many people digest content differently. Readable and scan-friendly content tends to work better on mobile devices, but testing is the only way to know for sure. Consider using a basic A/B test format to determine which types of mobile content perform better.
8. Optimize for local searches.
You may not want to dive into detailed code optimizations that can boost search rankings, but you may want to consider a few basic activities. To optimize for local searches, include both the city and state in title tags, the URL, the H1 heading, and Meta description.
Mobile SEO will soon trump desktop SEO. Consider working with a professional or attempting a DIY head start today to ensure your site maintains visibility in mobile and desktop searches. A few simple tweaks can boost your digital presence and bring local customers to your door.