How to optimize your mobile SEO

Nowadays, the importance of the Mobile First Index is undeniable. Usage habits have evolved and mobile phones have quickly imposed themselves in consumer usage. The mobile has become over the years, a mass medium, with 35.7 billion mobile users in France.

This success is due to the speed and efficiency of the research carried out. Beyond improving the customer experience, it’s a real opportunity to showcase your business. . 

WHY OPTIMIZE YOUR WEBSITE FOR MOBILE?

When we talk about SEO, also known as natural referencing , several criteria come to mind: 

  • keywords
  • meta descriptions
  • Alt attributes 
  • the loading speed of your site 
  • the regularity of your content 
  • outgoing and incoming links 
  • URL customization

However, today mobile SEO is a crucial factor. With the emergence of mobile, Google, the search engine giant had to adapt to this new era. For this, it updated its algorithm by changing the desktop indexing to mobile.

Be careful, because mobile SEO varies from desktop SEO. You cannot apply all current practices on mobile. You must ensure that the visual experience is respected and of good quality. That access to navigation must be easy on all pages. 

SOME TIPS TO OPTIMIZE THE NATURAL REFERENCING OF YOUR MOBILE WEBSITE

1/ OPTIMIZE YOUR MOBILE QUERIES AND KEYWORDS

Improving your mobile SEO goes through the use of keywords corresponding to your domain or your theme. Please note that research on mobile is not done in the same way, so the keywords also change.

On the phone, the goal is to save time. The search must be fast and efficient. Generally, mobile keywords are short 2-3 words . Conversely on desktop, the user will tend to type more words. 

For example, if you want to make a chocolate cake, on your phone you will type “chocolate cake recipe”. While on the computer you will search for “chocolate cake cooking recipe”.

To help you, 4 key moments on mobile are to be analyzed. This information can allow you to adapt your positioning and thus be efficient during the act of purchase.

  • I-want-to-know moments: 65% of mobile users search their phones for information. 
  • I-want-to-go moments: Nearby searches are constantly evolving. 
  • I-want-to-do moments: 91% of people use their phone to get ideas for how to do an activity. 
  • I-want-to-buy moments: 82% of users check on their mobile before making a purchase. 

Without forgetting, the voice search through which occupies an important place in the navigation on mobiles. Fast and efficient, this feature allows you to solicit Google by dictating the desired request. 

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2/ IMPLEMENTATION OF THE MPA

AMP, Accelerated Mobile Page, an Open Source project set up by Google. AMP allows the website to load faster on mobile devices, which brings real benefits for your company:

  • Site loading time reduced or even non-existent. This generates better visibility by search engines and therefore increases the opportunities for your business. 
  • Improved user experience : Thanks to these faster pages, users stay longer on your site. Increasing the time spent on your mobile version helps Google see your website as a relevant and trusted source. 
  • Improve your visibility : with an increasing duration of consultation, the Google algorithm will judge your site as being a quality and relevant source. Your position in the SERPs will increase.
  • Incentive to click and lower bounce rate.
  • High conversion rate : this increase in conversions benefits your turnover. 

3/ OPTIMIZE YOUR LOCAL SEO

If you are a local business, your website must be optimized for local searches. The vast majority of local searches are done via mobile devices: 70% of searches on the internet are done through local search

For this you must enter important data such as the name of your company, an address, a telephone number. For simplicity, you can directly fill in a Google My Business page . 

4/ OPTIMIZE YOUR CONTENT

Remember to optimize your content for smaller screens. Concretely, you must pay attention to certain details: 

  • All your titles and headings should be short and simple.
  • Divide your content into small paragraphs, for more readability.
  • Use captions to further engage users.
  • Add videos compatible with mobile devices.
  • Use high quality images, without overdoing it.
  • Optimize your CTAs (Click to Action).
  • Prominently display your email address and phone number.

5/ OPTIMIZE YOUR LOADING SPEED

Page load speed is a ranking factor for mobile sites today. Don’t hesitate to test your page’s loading speed on Google Insights PageSpeed ​​and then correct any problems encountered.

  • Avoid too many redirects to landing pages.
  • Enable compression to improve server response time.
  • Take advantage of browser caching.
  • Optimize the images as much as possible.
  • Optimize CSS delivery.
  • Prioritize visible content.
  • Avoid using too many plug-ins.
  • Configure the “content size” window in the display window.
  • Use legible typography sizes.
  • Remove blocking JavaScript.

PAY ATTENTION TO THE PICTURES

The first way to improve the results of your mobile site is to take care of the weight of the visuals. Yes, your images can be very beautiful. But if they are too heavy, it impacts the performance of your mobile site. 

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Here are some tips to improve your performance: 

  • Resize images to the correct size
  • Reduce their weight without losing quality, for this use the site www.imagify.io
  • Compress images in GZIP. Attention impossible to achieve for PNG files
  • Host your photos on a sub-domain: possibility of having a hosting for your mobile site and another for your visuals.
  • Implementation of lazy loading: the site is displayed as the user browses the site…

IMPLEMENTING A CACHE

In order to load your mobile site faster, Google itself recommends caching your site.  

Each time a Web page is loaded, the browser must download all the files necessary for its display. Which includes HTML, CSS, JavaScript, images and fonts. Caching stores some resources locally, in the browser cache. From the first visit, will load all the resources and will therefore take more time. But fortunately, all subsequent visits will be faster.

INSTALL A CDN

What is a CDN? Content Delivery Network is a collection of servers located in data centers around the world. These are responsible for displaying the websites and all content linked to your site.

The CDN delivers files to an Internet user from the closest possible location. So it doesn’t matter how many servers you have, what matters is their location. The CDN will improve the speed of your website by ensuring that your content is distributed quickly despite the distance between your mobile user and your host.

6/ DON’T FORGET VOICE SEARCH: OK GOOGLE…

The number of voice searches on mobile has more than doubled in the last few years. So consider optimizing the content of your website accordingly. To do this, use long tail keywords and incorporate questions into the content. 

Regarding SEO, I invite you to write your content in this way: 

  • Writing content that answers the question quickly, clearly and in detail,
  • formulate the question in several ways in order to discover all the formal possibilities,
  • put the question in the title and provide a simple answer in the introduction and finally detail the rest of the answer afterwards.

7/ OPTIMIZE META TAGS FOR MOBILE

Structured data helps search engine robots understand the various contents of your web pages. What does structured data mean? Structured data is a piece of code that you can embed in your pages. Adding them will improve your website’s appearance in search results. Not to mention that search engines allow you to display several important information: 

  • Your company name
  • The logo 
  • Company details
  • The address and contact details…
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8/ STRUCTURED DATA MARKUP

In SEO , structured data refers to the placement of tags on a web page, with the aim of providing search engines with additional details about the type of content of the page and the elements that compose it.

It is a piece of code, written in a specific format, so that search engines understand it and use it to display results.

There are several kinds of structured data:

  • For books
  • For cooking recipes
  • For movies
  • For e-commerce products….

Structured data therefore provides information to search engines to allow them to add more detail to your result in the SERPs.

To signal to browsers that your page is suitable for all types of devices, add a meta tag at the beginning of your content. To do this, copy the HTML code snippet below and paste it into the header of your site:

 <meta name=viewport content= »width=device-width, initial-scale=1″>

Then, make sure that your title and meta-description tags are optimized for mobile devices to be sure that they will appear in mobile search engines.

9/ MAKE YOUR CTAS VISIBLE

No need to remind you that the number of clicks is a guarantee of quality and therefore an important factor for Google ranking. If the bots realize that your mobile site is getting very few clicks, then Google may decide to demote you.

To help you, you can rely on the results of your Google Search Console.

10/ CORRECT FATAL MISTAKES IN MOBILE SEO

There are many mistakes that negatively impact your SEO natural referencing. Some errors are more detrimental when browsing on mobile. Here are some mistakes to avoid:

Javascript, CSS and unreadable images,

Use of flash content that is almost impossible to read for many mobile browsers,

Limit the use of Pop-ups, make it difficult to hide,

Redirection problem and 404 errors,

Avoid heavy pages to facilitate download time.

Don’t forget that mobile users are much less patient than desktop users. Every error or navigation problem can be fatal.

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