It is no longer a secret that mobile search exceeds desktop search on a worldwide basis. Mobile devices are not only the preferred option for internet users, they are the primary one. While this advancement expands marketing windows to a 24/7 “always-on” proposition, it also complicates the process of customer acquisition by diversifying marketing channels. For this reason, marketers should have separate SEO strategies for mobile and desktop users. Furthermore, mobile SEO should be the the #1 focus for every business, and websites should take on a “mobile-first” design. Consider some of the elements of a well designed mobile SEO strategy:
This design technique is useful and valuable but businesses must ensure it is not a placeholder for a mobile first approach. Google recommends responsive design as a design presentation but it should not preclude businesses from optimizing their website as mobile-first, in methods that extend beyond design presentation. In addition to responsive design, websites should take a mobile-first approach for the following:
- Advertising: Prioritize mobile ads that display optimally on mobile devices
- Content: Cater to mobile users with content marketing, such as; phone number links that connect to your company line
- Navigation: Design your website to be navigated on mobile devices first and foremost, and have the responsive design adjust it to desktop
- URL Structure: Condense URLs to make them easily visible on mobile browsers
In conclusion, responsive design is absolutely necessary for your business website, but it is not the be-all, end-all of a mobile first approach. Your efforts must extend beyond presentation, into navigation, advertising, content, and URL structure. If you require assistance with responsive design, contact Add Positions at .
A mobile friendly approach to SEO means optimizing for local searches. This component of mobile SEO goes beyond your primary website, and extends to online directories, review websites, and social media networks. Every aspect of local optimization benefits mobile SEO. Google provides custom results to searchers based on their proximity to a local business establishment. A few places you should establish your company brand are:
- Better Business Bureau
- Google My Business
These four institutions will put your business on the map, both figuratively and literally. When you combine these citations with a well optimized website that presents ideally on mobile devices, you have the recipe for elite-level mobile SEO. Furthermore, your advancement in mobile SEO will create a decided advantage in your overall marketing campaign, as a large percentage of local companies continue to neglect their mobile deficiencies.
Another component of mobile search optimization, that doesn’t apply as much to desktop, is reputation management. Before search results were customized by proximity, it was more difficult for users to find reviews and ratings at their fingertips. In 2017-2018, consumers can form a logical opinion about your local business in seconds. Review websites like Yelp, social platforms like Facebook, reputation directories like BBB, and more generalized directories like Google My Business each offer user reviews as an option for visitors. Business must approach these reviews with the following techniques:
- Management: Negative reviews may crop up from time to time, even for the best of businesses — it is your job to respond in a professional manner
- Monitoring: Be cognizant of new reviews whenever they are posted — you can do this by turning on notifications in the settings for the respective platform
- Generation: Having zero negative reviews is inconsequential if you have zero reviews total — companies must solicit reviews ethically through email marketing, social media promotions, etc.
Reputation is not something that is established overnight. Building authority online takes consistency and attention to detail. The goal is to diversify your portfolio, so to speak, so that your presence is made through multiple internet channels, and appeals to multiple demographics. Why? Not necessarily because people from each of those demographics will become future customers, but because Google will take note of your growing authority and consider it when ranking your website on search results. For mobile SEO strategies from Add Positions, call today!