Conducting research online usually takes place via a search engine and this is becoming increasingly common on smartphones. For the first time, 2015 saw more Google search queries occurring on mobile devices than desktops. This has increased the pressure on website operators since they need to make sure that their products and services are displayed in an optimal way and can be easily found by the search engine. It’s therefore necessary to customize websites for mobile use. Mobile optimization is primarily about user friendliness (usability). Adapting your store or business website to users’ constantly changing habits benefits you in mobile SEO. This is because Google now counts a website’s mobile friendliness as one of its ranking factors.
SEO stands for ‘search engine optimization’, a discipline of online marketing that helps to improve a website’s ranking in the search engine results pages. Mobile search engine optimization (mobile SEO) has recently become an essential part of SEO planning.
Google, the market leader, has reacted to increased mobile use and the growth of the ‘second screen’ by paying special attention to mobile sites. Mobile site optimization has been an official ranking factor since the beginning of 2015. Website operators can find support and perform a ‘mobile friendly’ test on Google Search Console.
If you want to make sure that your website appears in the search engine results page on a mobile device, there are a few measures you need to take. The first step is choosing the appropriate mobile configuration for your own site.
There are three main ways to adjust your site for mobile devices: responsive design, a separate mobile website, or dynamic serving. An alternative option would be to develop your own app.
Due to the ever-increasing popularity of apps, many businesses offer their customers an app in addition to their website. This should provide added value in the form of improved user experience and useful functions. Whether the solution is a native app, a web app, a responsive design, or a mobile website, you should assess each individual case. Important for mobile SEO: even with apps, discoverability plays a role, although this applies more in the app store than with search engines. To generate a larger customer base, it’s essential to make the app accessible and easy to find.
Once you’ve chosen a configuration option, you need to make Google aware that a mobile site is available. Instructions for the particular configuration can be found via Google Search Console. It’s important to give the crawler access to all website resources so that Google Tools can ensure that all elements are optimized for mobile browsers. According to Google, you should avoid the robots.txt file, which is used to deny the crawler access to certain content.
Since mobile optimization is a ranking factor, there are criteria for impressing Google with mobile websites. The site must fulfil three important conditions:
You can avoid many of the typical mistakes that frequently occur on mobile sites by using PageSpeed Insights. Besides blocked JavaScript, CSS, and image elements, other problems include non-retrievable content, faulty redirects, and mobile-specific 404 errors. This article shows you how to identify and resolve any typical SEO mistakes on mobile sites.
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