How mobile SEO has become crucial for businesses

Years ago, websites were designed for desktop by default and Google focused its efforts on crawling these without paying too much attention to mobile users. This meant that even if you had a mobile-first version of your website, it had little to no impact on where your website appeared in search engine results pages. As the use of smartphones and tablets continued to grow, Google, along with other search engines, recognised the trend and began tailoring its results depending on what device the user came from: desktop searches favoured desktop sites, while mobile searches favoured mobile sites.

Today, Google uses what it calls Mobile-first Indexing as part of its search engine algorithm. Mobile-first Indexing predominantly uses a website’s mobile content for ranking, regardless of which device the search is coming from. This means that even if your website is well-optimised for desktop, your rankings will take a massive hit if your mobile offering isn’t up to scratch. Mobile-first SEO focuses specifically on optimising web pages to work smoothly on all devices, meet best practice guidelines and thus help you increase organic traffic with higher search rankings.

Understanding how people use mobile search

Trying to optimise a website without knowing your audience is like playing darts with your eyes closed. Understanding how people’s online behaviour changes based on the device they are using is an important facet of mobile SEO and needs to be closely analysed for the best chance of success. Are mobile users spending less time on your website than desktop users? Which pages are they looking for? Have people been finding your products using voice searches? By analysing the data behind your existing organic traffic and looking at how users are responding to specific Google searches relevant to your industry, we can identify how to draw mobile users to your site and provide them with a positive online experience. Where mobile-first SEO was once simply about getting pages to the top, it’s well and truly evolved into the process of making your website as efficient and enjoyable as possible.

Keyword research tailored to mobile SEO

Identifying the right keywords and phrases to target in your campaign is one of the most important aspects of a robust mobile SEO strategy. Balancing competition, accessibility and traffic is a delicate process, which is why our team includes experienced keyword research specialists who meticulously analyse the data to identify where your business is most likely to succeed. This research is what sets the foundation for your first campaign goals and avoids the common SEO pitfall of failing to clearly define goals.

Conversion optimisation

Whether you’re in ecommerce or driving enquiries to your sales team, conversions are often at the heart of a successful website. Optimising your website for rankings is the first step, but what good is increased traffic if no one is turning into a customer? Our digital marketing experts know the ins and outs of user behaviour and can help you create a smooth online experience that drives sales.