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How to Choose Keywords for Mobile

Mobile Site Optimisation III

Potential Keywords & Landing Page Analysis for Mobile Phones

Mobile Site Optimisation
Image: Flickr

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://

  • 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

Mobile Site Optimisation

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.
Mobile Site Optimisation
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.
Mobile Site Optimisation
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.

SEO On page/off page Elements

  • 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:

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

  • Test the JavaScript code snippets, browser caching etc. – using Google’s httpss:// and correct errors


Mobile Site Optimisation

  • 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://

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.

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

For example:

  • 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.

Mobile-site Health & Indexation check using Google Webmaster Tools

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:

Site Errors

  • 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.

Mobile Site Optimisation

Mobile Site Optimisation


  • 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

Mobile Site Optimisation



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 I – How to decide whether to build a mobile site

Part II – How to choose the right architecture for mobile sites


  • Mobile Site Optimisation
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