To keep our guides the best they can be, we go to those working at the coalface of search marketing to get their contributions so they are relevant and up-to-date.
One of our contributors is Alex Moss, director at FireCask. Alex contributed to the mobile SEO section of the guide, so we asked him to share his knowledge following Joe Friedlein’s thoughts on on-page optimisation. His thoughts are below…
You’ve written about mobile SEO for our latest best practice guide. What do you see as the main trend which marketers should be paying attention to?
A lot of sites I see do use responsive design which is great. One thing that people don’t do on a technical level is consider content that should be loaded dependent on the device viewing that page.
There are plenty of redundant content blocks I see on mobile versions of a site that are great for the desktop experience but not so useful for mobile.
Understand what content needs to be served and only serve what is needed.
As mobile becomes more significant, do you think the quality of the user experience on mobile will factor into how pages are ranked or displayed in the SERPs? Can companies do anything to rank higher on mobile?
Just keep on optimising as you would for desktop, don’t obsess.
Obsession usually causes paranoia which leads to over optimisation.
Q: What do you think are the most serious issues your customers encounter when they interact with your brand via a mobile device?
Does Hummingbird and natural language search fundamentally change how SEOs should plan their campaigns for mobile?
Yes. Connect more with current events and local. People who use a mobile are higher quality visits but need to know the answer to their search even faster than they would if searching for the same term on a desktop.
Utilising rich snippets (which again is usually part of your general SEO strategy) with local and time-based structured data tells Google that you want to share more information beyond the standard title and META description.
As always, your site and landing pages within your site need to be informative enough to provide an answer to the query being asked. The basic principles are still there.
What do you think Google’s next move could be when it comes to mobile search?
More integration with Maps, Google+ and other related Google apps. I also think it will start to use more collected data from your history to form more contextual results based on your search habits.
What’s one piece of advice you would give for those looking to get the most out of mobile search?
Ranking is one thing, but the landing page is more important. Check in analytics how your mobile visitors behave in comparison to your desktop visitors. Check page loading times by using segmentation to separate the type of visitor.
Is there a higher bounce rate or lower engagement or conversion rate? If so then there’s something that needs to be optimised.
There’s always something to optimise 🙂