SEO is evolving. Google is adapting. Technology is improving. Everything is happening at once, and it’s up to content managers and business owners to adapt or die. The Internet is becoming increasingly mobile, as countries around the world reach saturation with mobile devices. Over 1/4th of all organic searches come from mobile devices, and that number is on the rise. It’s time to make sure your mobile SEO strategy is in peak condition.
No doubt you have an ongoing SEO plan. Before you do anything else, make sure it takes mobile devices into consideration. This is especially important in analytics. Record the device used by a conversion and determine how many of your customers are coming through mobile devices. More importantly, recognize if they aren’t and take steps to fix the problem.
Adapt your Keyword Research
Google is making it harder to gather specific keyword data, as anyone who has encountered the phrase “not provided” can attest to. One way to work around this is to track and utilize keyword groupings. Synonyms, locations and full-sentence queries are all important, especially when they are all essentially the same query. Someone typing “steak house Philadelphia” on their PC might instead ask Siri to “Find me a steak house in Philadelphia.” These two queries should bring up the same results for the user, but have different purposes from the business end. One is clearly a mobile keyword, while the other can be used from any device. Track keyword groupings and gather as much data as possible.
Track User Segments
In Google Analytics, you can track mobile traffic, mobile and tablet traffic, and tablet and desktop traffic as three individual segments. There’s no readily available segment for simply desktop traffic, but you can create one with the segment builder. Simply create a new segment, find the device category under technology and tell it to record data that exactly matches desktop traffic. This makes it much easier to compare desktop and mobile traffic data.
Understand your Web Presence
With segregated user data, you can see if your site does particularly well, or particularly poorly, with either desktop or mobile users. Any variation from flat average should be studied. Are you lacking in mobile traffic? What can you do to encourage mobile users? You may be able to make simple improvements to your content that encourages the right kind of traffic.
Maintain the Human Factor
With a wealth of data, it’s easy to forget that your visitors are humans, not statistics. Engage with them socially, encourage commenting and even set up a focus group. Human interactions ensure that your brand has a web presence beyond that of an SEO robot.
This mobile SEO article comes courtesy of Human Traffic, an SEO firm in Australia. if you’d like to know more about search engine optimisation, head to their website and blog.