Search engine optimisation (SEO) for mobile devicesThe use of mobile devices for searching the internet is on the rise. With smartphone penetration reaching 60% in the UK, mobile search is coming to the forefront of many an SEOs mind. The difficulty is that mobile searchers use their devices differently to desktops and this affects the way they search and the way that mobile websites are ranked in search engines, such as Google. The point of mobile SEO is to ensure that your brand’s website is optimised for mobile users and to improve its ranking on search engine result pages when viewed on a mobile device. Sleeping Giant Media, being the SEO experts that we are, keep abreast of the latest updates affecting mobile search. We are in the best position to offer mobile SEO consultation and solutions to our clients.

So how can you work on mobile search engine optimisation for your business?

The first step has to be ensuring that your website is accessible to mobile searchers. Google recommends the use of responsive site templates that automatically downsize to suit the size of the screen the site is being viewed on. It’s therefore important that sites are designed with all devices in mind. The major benefit is not just improved user experience but responsive sites eliminate the issue of duplicate content that can arise when desktop and mobile sites are hosted separately.

When looking at optimising your site for mobile SEO, one of the main things to remember is that phones are not used like PCs. The user is not sitting at a computer with the luxury of a full size keyboard and mouse. Phones are used to access the internet while on the move or while doing something else, for example sitting on a train or watching TV while sat on the sofa. Mobile search is generally used for practical and/or time-sensitive actions, like looking up flight arrivals or checking the address of the cafe where you’re meeting a friend. People don’t generally use their mobiles for extensive research or to buy a new pair of shoes. Mobile searches often contain shorter keywords and searchers make use of auto suggest, that is the phrases that search engines suggest as you starting typing in your search term. It would be a good idea to test out auto suggest and target these terms with your SEO.

Mobile searchers often don’t venture further than the second page of the search engine results, add this to the fact that fewer results are shown per page and you can understand why it’s even more important to focus on ranking highly for your key terms for mobile SEO. Unfortunately the outcomes of your mobile search engine optimisation efforts can be difficult to measure because users might call a business directly from the SERP or start to purchase an item on their phone, get as far as putting the item in the shopping basket and then complete the transaction at home when they don’t have to faff about putting their card details in while on the go. Due to the way that site ranking for mobile search has slightly different criteria than desktop search, i.e. there is more emphasis on factors such as overall site performance, usability, download speed and screen rendering, there is a little extra work involved in mobile SEO but that effort is worthwhile because mobile users are searching to an increasing extent and are more frequently making purchases from their devices.

Mobile search is the future; don’t let your competitors beat you. Get in touch today to find out how Sleeping Giant can get big results from your mobile SEO campaign.

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