mobile search optimization
“Mobile is exploding,” said every headline for the last decade. Google is all about traffic and mobile is both largest segment of traffic, as well as the fastest growing!
Google’s search results will be based on the mobile versions of web pages, including the results that are shown to desktop users. This is even if your prospects are primarily using desktop (if you are in manufacturing and a few other industries), desktop drives most of your actual conversions, or maybe you just like the look of your desktop site better.
Up to now, Google has been indexing web pages as desktop browsers see them. With the new ‘mobile first’ approach, Google will start indexing web pages as mobile phones see them. The rankings will be calculated based on the mobile results.
Google says there will be minimal rankings changes, but this is a pretty major announcement. It is likely that mobile-friendly sites will see minimal ranking changes, but mobile unfriendly sites are likely to see an increasing loss of visibility. Looking at your website’s rankings in Google’s mobile search results gives an indicator of whether your site is vulnerable to losing traffic and here are some important tips to make sure:
1. Check your mobile rankings, check your risk
Looking at your website’s rankings in Google’s mobile search results gives an indicator of whether your site is vulnerable to losing traffic. It’s only an indicator, however: Google is basing mobile rankings to some extent on crawls of the Desktop version of your site. So better keep reading…
2. Be accessible
Some sites hide content behind popups / interstitials. Google is specifically planning on penalizing intrusive popups on January 10, 2017. If you have an email subscription popup or survey layer, you may be penalized. And we all experience frustration with those ads that come up when we are trying to read a news article. Some vendors, such as Ometrics have been on top of this since the day of Google’s announcement! Make sure all of your vendors are.
If you have a separate mobile site, make sure it is crawlable and be sure to register it in Google Search Console! Old best practices – blocking the duplicate content on a mobile version of your site – could potentially kill your traffic.
3. Be responsive
Responsive mobile design allows for the best (compromise of) user experience across the many mobile, tablet and desktop displays. It adapts the page, and allows a single URL for mobile and desktop versions of the site. If you haven’t changed to responsive mobile design, ask us for a list of great web designers.
4. Be fast
Speed on mobile is quite important. Research has shown that 40% of consumers will leave a page that takes longer than three seconds to load. Wireless internet connections are usually not nearly as fast as wired connections that desktop users experience. Optimizing image file sizes and resolutions hasn’t been this important since the days of the modem.
5. Don’t mess up AMP
Staying ahead of the curve takes advantage of the greatest opportunities: Being the first among your competitors to implement mobile-friendly, mobile responsive, schema and AMP creates traffic. The period in which your site is in Google’s favor – and competitors are playing catch-up – can mean serious revenue.
With these 5 tips, you will be ahead of the pack (for a short while). As Google implements more changes, search is likely to keep changing at a breakneck pace. Watch your indexing, ranking, traffic and conversion to keep ahead of the curve.
Oh and PS: Bing will still use Desktop crawling to determine mobile rankings.
Every year brings new SEO challenges and surprises. The year 2017 won’t be any different, but we do expect these topics to be important considerations in the new year:
Interstitials / Popups on Mobile Devices
We’ve all seen mobile sites with a popup covering the content we were trying to read. These popups will be punished by Google in early 2017. Like ads above the fold, Google feels these popups harm the user experience – and they do not want to send visitors to such sites. Many survey and tool vendors such as ometrics and surveygizmo have been proactive to make sure their clients are not at risk, but some vendors may not be aware.
SSL / HTTPS
Google is really pushing SSL, and this is the year they accelerate their plan to make the web secure. Having your entire website served over HTTPS used to be rare, and only credit card or health privacy transactions were secured. And even that was spotty. But Google has begun a campaign since 2014 to secure everything. Two years ago, Google introduced a rankings boost for sites entirely on SSL. Last year they provided better features in Search Console. And we started to see SSL as “must have”. But progress has been voluntary in many regards, with other business objectives prioritized first.
Next year, new developments will force your hand: Warnings will start appearing in Chrome. Come January 2017 the Chrome browser will show increasingly dire warnings for any site that hasn’t moved to HTTPS. Starting with pages that have credit card or password fields:
Initially, users will be warned:
With more dire warnings for insecure sites later in 2017:
AMP (Accelerated Mobile Pages)
AMP is the super-speedy loading of pages you’ve likely seen in some mobile results. After you setup AMP on your site, Googlebot places your content on it’s super-fast servers – but making it look like your URL. AMP was just for news sites, but now Google has opened AMP up to other sorts of sites – and 700k+ sites have been using it! If mobile traffic is important to your site, AMP will likely become vital over the next year.
Google just loves schema. We’ve seen over this last year as schema has helped increase pages indexed, and expect it to play a greater role every year. As artificial intelligence is used more and more in the “Rank Brain” algorithm, sites that can be easily categorized by Google will received more visibility. I for one welcome our new overlords… subject to future review.
Links are still an important part of Google’s algorithm. But sustainable, authentic link earning is always the best longterm approach in link building. So how can you get these links?
1. Content marketing
Produce great content, and reach out to authority sites and influencers in your space.
2. Business Development Link Building
All of those traditional activities such as sponsoring a baseball team, joining the chamber, or participating in online communities/forums are actually great ways to get links.
Publicity is that powerful branch of public relations that provides links and visibility from media sites.
These methods of earning links have the best longterm potential, and are quite powerful for building and keeping rankings.
The shrinking organic traffic (more ads at the top), increased competition, and ever-changing nature of organic search require more effort than ever. Gone are the days of getting your site “SEO-ed” and expecting free traffic. All traffic is either earned, or easily taken away. May you experience a great new year with SEO!
Google is quickly becoming the self-appointed internet police force. To be fair, it sure is nice to have Google warn us when a website may be compromised and spreading malware. Google recently gave some false positives, but otherwise does a good job of keeping the internet a safe and happy place. Now Google is going a step further and is targeting mobile experience. With dramatic increases in mobile search over the last several years (and decreasing desktop search), Google is on a mission to identify mobile-friendly design and usability. Google is again changing the face of the web by mandating these features for sites that wish to rank highly in search results.
Text vs Images
In the early days of the web, browsers did not support multiple typefaces / fonts. Designers used jpg and gif images to create buttons for their menus and navigation, but search engines couldn’t read the words – missing an important signal about the URLs being linked to. A compromise had to be made, and for designers it felt less than ideal. The advent of web fonts have breathed life back into web design, but it was a difficult transition for many.
Slow website loading times are repulsive to Google in a couple of different ways: Not only are Googlebot’s crawlers tied up, but user experience suffers as well. Google can see bounce rates increase and knows they didn’t deliver the “right result” in those ten blue links.
Ads Above the Fold
Google’s own advertising system helped create a world of sites filled with ads. Users developed ad blindness and ad blockers, but usability still suffered. Having ads at the top of the page became a signal of poor quality to Google, and they rolled out an algorithm update specifically targeting these designs. Moving the ads meant a reduction in revenue for many sites, but changes were made to preserve the sweet flow of Google traffic.
Google’s latest improvement for the web is happening in mobile.
Last fall, they started testing labeling which results were mobile friendly, showing tags next to sites on mobile devices. Google has announced a big change is coming in April for their mobile search results: sites will be severely penalized for a lack of mobile usability. Labels will be given to mobile friendly sites, too. It’s likely that many sites will see a drop in ranking when this goes into effect. Google and Bing both understand mobile is their most important battleground for marketshare, and Google assures us the change means “users will find it easier to get relevant, high quality search results that are optimized for their devices.” For businesses, it will be vital that all pages pass Google’s Mobile friendly test, check Mobile Error Reports in Webmaster Tools and watch for common mistakes on mobile.
Not sure of next steps for your site? Time to start testing – or maybe a redesign from that “good place”. Need a good interactive agency or website design firm? We’ve worked with agencies and designers. And we partner with the best! Talk to us about your needs, and we’ll introduce you to the right match.
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