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://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

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: 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

  • Test the JavaScript code snippets, browser caching etc. – using Google’s httpss://developers.google.com/speed/pagespeed/insights and correct errors

Example: www.huffingtonpost.com/mobileweb/

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://support.google.com/webmasters/answer/1061943?hl=en

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

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

Mobile Site Optimisation

IMAGE CREDIT – https://www.stateofdigital.com/mobile-seo-audit/

Conclusion

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

References:

https://moz.com/blog/mobile-strategy-for-small-businesses
https://moz.com/blog/how-to-optimize-a-mobile-site
https://moz.com/blog/seo-of-responsive-web-design
https://www.stateofdigital.com/mobile-seo-audit/
https://www.smartinsights.com/search-engine-optimisation-seo/mobile-seo/googles-changing-recommendations-on-seo-for-mobile/
https://www.distilled.net/training/mobile-seo-guide

How To Choose The Right Architecture For Mobile

Mobile Site Optimisation Part II

Choosing the Right Technology or Architecture

Warning - Construction Ahead   Image: Flickr
Warning – Construction Ahead Image: Flickr

 
The following are the three architectures recommended by Google:

  1. Responsive Web Design Technique (One-size fits all)

This design uses the CSS3 Media Queries & a 3*3 fluid grid with relative units that organize themselves according to screen-size.

The grid will appear like this on one screen – Mobile Site Optimisation 6

and like this on another –Mobile Site Optimisation

Example: https://mashable.com/ (sample image: Apple I phone 5)

Mobile Site Optimisation

Advantages

  • Same set of URLs as the desktop version served to all devices, so no duplication issue

  • Each URL serves the same HTML to all devices, just the CSS changes as the design layout has to adapt mechanically to the device used by the visitor

  • No redirections needed as the URLs for both versions remain the same

  • In terms of inbound links, the link popularity and authority gained by the desktop version is applied to the mobile version as well

  • Site maintenance is easy and cheap

Disadvantages

  • If the user intent in accessing the mobile site differs from its desktop version, then the mobile version will have to be re-designed

  • The page load time increases as the mobile version will also load the same heavy content, images as the desktop, which could be an issue as the mobile internet connection isn’t as good as the one used on computers

 
 

  1. Dynamic Serving Technique

This technique needs the implementation of Vary https response header, which signals to caching servers used in ISPs and elsewhere as to which cache i.e. cache of the desktop HTML page or the cache of mobile HTML page should be displayed to the visitor based on the user-agent of the device from which the request is made.

Example: https://edition.cnn.com/ (sample image: Apple I phone 5)

Mobile Site Optimisation

Advantages

  • Dynamically, same set of URLs serve all devices but each URL serves different HTML depending on whether the user agent is a desktop or a mobile device. This implies that there is no duplication seen.

  • The content that is loaded a particular (url is common b/w desktop & mobile) URL is completely different depending on the device type

  • Page load time is greatly reduced to enhance the user-experience

  • In terms of inbound links, the link popularity and authority gained by the desktop version is applied to the mobile version as well

Disadvantages

  • Implementation of this technique is complicated

  • Cost of maintenance is high

 
 

  1. Parallel Mobile Site

This technique needs the creation of a totally different website of the main desktop site. A visitor or a Google search-bot accessing a particular page of the website through his/her mobile device will be 301 redirected to the relevant mobile page and vice-versa.

Example: www.huffingtonpost.com/mobileweb/ (sample image: Apple I phone 5)

Mobile Site Optimisation

Advantages

  • Separate/different URLs for the mobile version and the desktop version.

  • Pieces of content that visitors frequently read through could be served a little differently than the desktop version to visitors

  • Page load time is immensely reduced in this case also, so the user experience becomes better

Disadvantages

  • Link popularity or authority is split as both the versions serve different URLs

  • A duplication issue may arise

  • Cost of maintenance is very high

Reference link for building smartphone optimised website: httpss://developers.google.com/webmasters/smartphone-sites/details

P.S: We must let Google know that it’s a mobile site and not duplicate content by implementing rel=”canonical” and rel=”alternate” tags (as shown in the snapshot below)

Mobile Site Optimisation

IMAGE CREDIT – https://www.smartinsights.com/search-engine-optimisation-seo/mobile-seo/googles-changing-recommendations-on-seo-for-mobile/
Reference link for URL configuration: httpss://developers.google.com/webmasters/smartphone-sites/feature-phones

Verify your mobile site layout using Mobile Emulators

Following are the pointers to be kept in mind-

  • Large images, JavaScript, videos, content, navigation menus should be properly displayed

  • Important information should be displayed above the fold

  • Major part of the site should fit mostly every smartphone or feature phone screen for better user experience

Next time… Mobile Site Optimisation Part III – Keywords, SEO and Health Checks
Previous Post… Should You Build a Mobile Site?

Should You Build A Mobile Site?

Mobile Site Optimisation – Part I

Keeping on par with the next gen digital marketing trend, developing a mobile website and optimising it for mobile use has become, quite simply, essential. By doing so, your online business will be optimised for catering to business through mobiles, a trend which is accelerating in leaps and bounds. In this series of three posts we will cover the same strategies along with some additional ones – focusing on mobile website development and optimisation without drilling into basics of on page and off page optimisation.

Mobile Market

70% of the world’s population owns a mobile phone -> Mobile Internet is growing 8x faster than desktop.

Taking into consideration the UK market,

  • On an average 31% of a sites’ traffic is from mobile devices

  • 25% of purchases are made using a mobile device

  • 77% of smart phone users have researched a product (price comparisons, reviews, specifications etc.) on their mobile device

Reference stats taken from – https://econsultancy.com/uk/blog/

Analysing data to decide whether to build a Mobile site or Not

We analyzed the analytics data of one of our client’s website from July 1, 2013 to Oct 1, 2013 on the following parameters –

  • Traffic coming from Mobile Devices

  • Traffic coming from Desktop Devices (PC’s)

  • Traffic coming from Tablets

Note: We have analysed few parameters, but other parameters like trend, type of traffic (country, age etc.) could also be studied.

Mobile Site Optimisation

  • The other dimensions that one can look at while analysing the needs of mobile website are:

Browser

Mobile Site Optimisation

This website gets 58,038 mobile visits through Opera Mini browser. So while designing the site one must first check if the site is compatible with this browser.

Screen resolution

Mobile Site Optimisation

This website gets 10,257 mobile visits through phones with a screen resolution of 240*382. So the site should be designed in such a way that it fits a screen of 240X…+

Device and model

Mobile Site Optimisation

This website gets 6,439 mobile visits through NOKIA 305 smartphone.  So the site structure should be designed & arranged in such a way that it looks more organized- at least on all Smartphone models.

Note: Now, to analyse the data one must set up the tracking for the mobile site on the same property as the desktop site. To let Google know that it is just sub-domain or sub-folder of the main site.

Reference link: httpss://developers.google.com/analytics/devguides/collection/gajs/gaTrackingSite#domainSubDomains

Next time… Mobile Site Optimisation Part II – How to Choose the Right Architecture for Mobile

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