Keywords are the foundation of an online business. As Google has redesigned its Google Adwords Keyword Tool interface, it doesn’t let us get keyword estimates by device. Instead it shows average number of searches for a keyword idea on all devices (i.e. desktop and laptop computers, tablets and mobile phones) by default – reference link to use Google’s keyword planner tool: httpss://support.google.com/adwords/answer/3141229?hl=en
We could make use of Google Analytics to analyse the sources that act as a gateway to the website and to extract traffic generating keywords, landing pages etc.
We can also extract potential keywords from the “SEARCH QUERIES” section in the Google Webmaster Tools
This website gets 14,901 mobile visits through Google. So we could use this search engine to promote the website, earn revenue, increase visitors etc.
This website gets 1,799 mobile visits through the keyword “dominos coupons”. So we can create and optimise a page dedicated to this keyword. This will improve the sites’ visibility in Google for this search term.
This website gets 1,156 mobile visits through the landing page related to “dominos coupons”. So we can optimise this page well in terms of content, images, layout, may be add a call-to-action on it or address etc.
Page Titles – Ideal length: at most 40 characters with spaces
Meta Description Tags – Ideal length: at most 90 characters with spaces
Page Speed Optimisation – An ideal page load speed for mobile devices should be 2 to 3 seconds. Because if the page load speed is beyond 5 sec, 74% of mobile users bounce (stats taken from: https://www.gomez.com).
The pointers given below can be followed to reduce the page load speed-
Increase page load speed by compressing images
No flash, instead use HTML 5 for videos – as visitors mostly view videos on their mobile devices
Content Analysis –
In case of responsive and dynamic design techniques, the content on the desktop as well as the mobile pages must consolidate traffic generating keywords for both the versions
In case of parallel/separate mobile site, traffic generating keywords and landing pages could be optimised with respect to user behaviour
For local business – A business’ physical address and phone number of the business should appear on every page of the mobile site
Robots – The same robots.txt file could be used for both the versions (i.e. desktop & mobile)
Don’t block mobile Google-bot from crawling the desktop version and vice-versa
Don’t block elements like CSS, images, java scripts
Reference link for robots creation: httpss://support.google.com/webmasters/answer/1061943?hl=en
Mobile XML Sitemap – Including URLs that serve mobile web content to the Google mobile-bot as per Google’s webmaster guidelines – httpss://support.google.com/webmasters/answer/34648?hl=en&topic=8493&ctx=topic.
Note: Submit the Mobile XML Sitemap to Google Webmaster Tools, enables Google to provide us with useful status and other statistical information.
Mobile User based HTML Sitemap – A user based HTML Sitemap should be displayed on the mobile website to help users navigate through the site easily.
In case of touch mobiles, a space of at least 28×28 pixels should be kept around links for fingers to tap on the desired link/page without much difficulty.
Let users know that the phone has recorded their inputs by changing the color of visited, hovering and non-visited links; this will help enhance usability.
Mobile Site Navigation Structure – Site navigation plays an important role in increasing the time spent by the user on the mobile site and therefore should be given due attention.
A drop down navigation menu could be used where it remains hidden until a visitor hovers over it.
Instead of text inputs automated suggestions could be displayed especially while searching for a product or service on the website.
Mobile Image Optimisation – Lower resolution version of the same images that are present on the desktop website could be used on its mobile version. Further, they could be optimised with respect to relevant keywords.
Structured data Markup – It is used for events, reviews, recipes etc. using different formats recommended by Google for desktop (httpss://support.google.com/webmasters/topic/3068649?hl=en&ref_topic=1088473), the same concept could be applied to the mobile version as well as this should allow rich snippets to appear in mobile search engine results.
Reference links for creating rich snippets: https://schema.org/Product, https://schema.org/Recipe, https://schema.org/Book and https://schema.org/Event
Note: Test the rich snippets here – httpss://developers.google.com/structured-data/testing-tool/
Link Popularity – This will apply in case of a Parallel/Separate mobile site as the link popularity or authority is spilt. So, in this case one needs to start building relevant and quality links aggressively. Although, the competition as compared to regular web search is less.
Few of the strategies that could be taken into consideration are:
Analyse competitor’s backlinks acquired for their mobile website versions and build a strategy to use some of their authoritative sources to obtain backlinks for our mobile site as well
Link building through Social Media as almost all of the users access social channels like Facebook, Google+, Twitter etc. through mobile devices
In case of local businesses, getting listed in reputed local business listing sites like Yelp, Google Places etc will help boost the sites’ visibility in SERPs.
Webmasters can check indexing status, duplicate titles, duplicate meta tags & other HTML improvements, crawl errors of the mobile website etc.
Few of the parameters that could be checked and monitored regularly using this tool are:
Identify which of the URLs or pages of the mobile or feature phone website are throwing an error to the Google mobile-bot or the Google bot cannot successfully crawl.
One can get it fixed through their developers and “MARK AS FIXED”, Google will remove it from the list the next time it crawls the mobile or feature phone website.
FETCH AS GOOGLE
Helps us understand as to how the Google mobile-bot is accessing the information on the mobile (i.e. smartphone) website
Guides us in identifying technical elements on the mobile website like canonicalisation issues, internal links, robots etc. that could be improved
IMAGE CREDIT – https://www.stateofdigital.com/mobile-seo-audit/
Before you start developing the mobile version, it is necessary to plan a strategy as to what design, architecture or technology should be used to build the mobile website, whether it is worth efforts and will serve the purpose of attracting more visitors, increasing conversion rates etc. And of course, budget constraint should also be taken into consideration.
Hungry for more?
Check out the other parts in this Mobile Site Optimisation series
Part II – How to choose the right architecture for mobile sites