Why We Love Staying Ahead Of The Desktop and Mobile Changes (And You Should, Too!)

The recent study from BrightEdge shows that 57 percent of the current traffic is coming from tablets and mobile. This fact demonstrates that people are relying on mobile devices more frequently to care for their needs. Beyond mobile, consumers are now multi-device and multi-channel.

Although a majority of marketers do have a good understanding of this, not many are actively creating strategies or using Houston SEO marketing to address today’s diverse digital world.

As content marketing and SEO continue to converge, for many organizations the performance of content has emerged as a focal point. Understanding the multi-device habits of your audience is a crucial step in getting a content strategy implemented that best addresses and meets the needs of consumers.

Didn’t We Know All Of This Was Coming?

In 2010 Eric Schmit (who at the time was the CEO of Google) predicted and recognized this mobile-first universe, by introducing the “mobile first indexing” era. It put on emphasis on user experience and page speed. Accelerated Mobile Pages (AMP) was created.

Google’s Gary Ilyes also has said that the company’s mobile-first index is going to come out sometime in 2018.

With the mobile-first index set to arrive, it emphasizes an increased need for mobile-first strategies to be created by search marketers.

A number of digital markers have started to address the growing needs of mobile audiences already, looking to page speed and responsive design to improve their website’s user experience and to have an influence on their conversions and Google rankings.

The Time For Smarter Optimization Is Now

It was recently found by BrightEdge research that 47 percent of the keywords in the 1020 position and 70 percent of all keywords — rank differently on the desktop compared to mobile SERPs. This is a major discrepancy between the devices, and obviously, this can significantly impact the SEO conversion goals that you have.

It is easy as an SEO practitioner to get caught up in the various daily tasks that are needed for optimization. Therefore it is easy to partially or fully optimize, content just one time and then ignore the fact that desktop and mobile ranks are often quite different from one another.

Therefore the question is how many professionals are tracking ranking, and more importantly, the performance of content, that is based on the device — and then taking action based on the data?

If we start focusing on what the potential is for we indexes, it allows us to start compartmentalizing the strategies we use to our content and website in order to meet the challenges.

Part of this challenge is having the ability to identify what audience intent is in order to optimize content so that it performs at its best for both desktop and mobile or we can double down on getting unique content created that is specifically tailored to the device and audience using it for the purposes of content discovery.

How To Impact Your Mobile-First Ranking

Data-driven strategies are the best. Leveraging your SEO platforms and analytics will provide you with great insight into the behavior of your audience and what are the best ways to reach them.

When using a mobile-first approach, it is critical to understand all of the elements that have an impact on mobile ranking. They include the following:

User Experience: What is first viewed on mobile devices, and how this content correlates to a user’s micro-moment. The answer, in other words, to the question that they are attempting to find an answer for.

Site Speed: For mobile users, speed is a critical factor. Your pages need to load quickly. This frequently means implementing various development tactics so that the site and pages are kept light.

Accelerated Mobile Pages (AMP): Any content that you have that is able to capitalize on AMP, be sure to do it. There have been studies that show that AMP pages get improved click-through rates and page views. Also, Google frequently shows AMP results within a carousel in their top positions, which provides your content with improved exposure.

Keyword Tracking For Both Desktop And Mobile

Dashboard Configuration And Analytics

Content Strategies: Your content strategy should answer to your audience questions. You must know what they are looking for to provide the best information you can give to them.

In order to accomplish these goals, your website will need to be audited and then your projects will need to be prioritized between user experience and technical aspects in addition to creating and optimizing content.

Plan For Technical Improvements

After your site audit is complete, you will have information on the technical areas that need to be improved. Make sure these “fixes” are aligned with a technical project that can help improve your website performance on mobile. Those especially include the following:

Improve site speed through reducing how much JavaScript your pages use through leveraging tag management).

Wherever possible, leverage AMP.

Implement Schema.org.

Make sure that your website is responsive and that has the right content (actionable content base on the user’s intent for the specific page) appearing “above the fold’ on the page on mobile devices.

Make sure that your URL structures are easy to crawl, non-duplicative and clean.

Make sure that canonicals have been implemented in the right places.

After your technical SEO list is prepared, prioritize your projects, and make sure that other departments within your company are involved such as Development, Analytics, Product Management and User Experience teams, so that your projects are on their agenda.

We don’t mean simply taking out your teams for drinks. Instead, it is about demonstrating to them what ROI they can receive if the time is taken to address the problems.

How To Develop A Mobile-First Content Strategy

After identifying the technical areas that need to be addressed in order to improve your content and therefore the mobile experience of your audience, your next step is to develop a strategy for your content. To do this, you need to have data that helps you understand your audience, along with their behavior, so that you can determine which micro-moment to align with the journey of your buyers.

When getting your content strategy aligned with audience intent, think about how your content can align with various micro-moments to target and reach audiences as well as convert them.

If you can create content that directly aligns with micro-moments it can result in improved Google mobile rankings. The key here is to make sure your content is tailored around those elements that your audience is searching for from a mobile-first perspective.

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