Recently, I have spent time and effort to do research about the mobile SEO optimization, finding that will be a very complicate mission. Here is the summary of what I have learned, hoping which can be a help for you, if you are also confused about this subject.
Above all, if you are the first time getting to this topic or you just want to grasp the whole idea about it as soon as possible, I suggest you read this online e-book from a Google expert Jason Spero.
5 differences you should know between mobile search and traditional search
* Keywords: mobile users are tending to use short form more. I.e. When people are worried about the Ebola crisis and want to know how is the government agency’s preparation, the desktop user might use the keyword “Center for Disease Control”, but the mobile users might use “CDC” instead. And the outcomes from keywords are also different, the top 10% of which drive 90% of search revenue on the desktop, but only 40-50% of search revenue on mobile(learn more from Udayan Bose, founder and CEO of NetElixir)
* SERP Position: Due to the smaller size of screen of a smart phone, the Top 2 positions in SERP are much more important on mobile than on desktop.
* Local Intent: First, unlike 68% of desktop searches are happening at home, the locations in which the mobile searches happened are more diverse. According to BIA/Kelsey (April 2014), 50 percent of mobile search queries have “local intent.” That’s a lot more than PCs, where only 20 percent of desktop searches include local intent.
* Time Sensitive and Context: With 40% occurring between 6pm and midnight and 36% occurring between midday and 6pm, the mobile searches coincide with the peak shopping time, commuting and downtime in the evening. What’s more from the Google/Nielsen(2013) project are that shopping and food-related searches are two-times more likely to happen in the store.
* Voice and Visual Searching: With the inconvenience of mobile typing and introduction of Siri-like app, users tend to use more voice and visual searches on mobile devices.
3 reasons you should remember
* SEO Scoring: Not just the user will like a mobile-optimized website, Google also is taking it account when ranking your website. But please remember that Google prefers providing tablet users the desktop version, if you don’t have the tablet one.
* Conversion Rate: The very important indicator when you are running an e-commerce website is the conversion rate, which was 23% of the overall site conversion rate for non-optimized sites and 60% of the overall site rate for optimized sites, according to a study of 53 e-commerce website in 2014(learn more details here).
* Average Order Value: According to the same project above, after optimization, you can expect a 45 % increase in average order value from the mobile users.
5 steps you must take
* Choose a mobile site structure: There 3 different structures you can choose, listed below. Resonsive Design is best for SEO scoring and Google suggests it; Dynamic Serving is better for user experience; Mobile URLs are good for separately managing. It’s quite complicated, you can learn more details here.
|Responsive design||One URL for both desktop and mobile||The page serves basically the same content to all users but detects the device and screen size and builds the layout accordingly. As the screen size gets smaller, the page may show fewer images, less text, or a simplified navigation.|
|Dynamic Serving||One URL for both desktop and mobile||The page serves different content to users of different devices.|
|Mobile URLs||Different URLs for desktop and mobile||The mobile and desktop experience might be completely different.|
* Redesign the interface: Make it scrollable; use big buttons and big font size(>=14point); add click-to-call function.
* Reorganize Your Content: Keep text short, use title, slogans more; resize, even redesign, images and videos; make it loading fast.
* Make it Scalable: Try to make it scale to 500 different screen sizes between Android, iPhone, Windows, blackberry; Make sure your page scales to both landscape and portrait views; Avoid coding your mobile site in Flash or using Flash video instead use the HTML 5.
* Make it local and social:Integrate localization function to help users find your local shop/office easily;Make it easy for people to recommend you and engage with you.
2 more considerations
* measurement system: Due to more and more mobile devices are blocking the third-party cookies, it gets harder to measure your performance when mobilizing your website. The solution is to use the first party cookies, but it does have disadvantages, learn more details here.
That’s all I know about the mobile optimization, do you have more views to share with me? Please leave your messages.