The Technology Behind Improving SEO Campaigns For Mobile Devices

There are numerous factors that result in the success or failure of a mobile SEO campaign. The expectations and behaviors of the users have changed and it is about a lot more than a smaller screen. The algorithms have different factors that must be taken into account. A successful campaign brings more traffic to the site with the three key components being context, speed, and the engagement signals for users.

The Context

Smartphones are capable of creating large amounts of data and understand the environment by using sensors. The numerous factors Google uses for mobile search results include the current time, date, day, month, and season. They additionally include weather forecasts, calendars, health statistics, social networking accounts, mobile platforms, and previous events. Technology provides a lot of information regarding the individual users and allows marketers to find the right search query for these users. SEO begins by separating the desktop users from the mobile users so sites offer the correct type of content. Content is designed for the needs of the users in addition to their queries. Your ranking performance indicates how often your domain appears in the search results.

Your Speed

If your site is not fast enough to provide the results first your users may go elsewhere. Google now uses Accelerated Mobile Pages so users can use an app without have to install the app first. This additionally reduces the time it takes for pages to load and increases the usage of mobile devices. Since AMP is supported by AdSense and AdWords, using AMP is the best way to maximize mobile usage for your site. There is a Mobile Site Testing Tool offered by Google that will provide you with recommendations. Interstitials pages must be removed because they create a barrier between the user and the page they are trying to access. Users want to be able to enjoy an app without dealing with the problems associated with installing them.

Signals For User Engagement

Mobile devices have caused Google to change the way websites are ranked. The complexities involved have caused Google to prepare to start ranking according to each individual website. Mobile sites require more data than sites designed for desktops and steps are being taken to ensure this does not reduce the quality of search queries. There are signals absent from the mobile web that must be replaced. This absence is responsible for Google’s delay in a launch that maintains neutral quality. Links are also less important on mobile devices since users often messaging apps to share content. This presents a lot of problems because navigating the internet relied on a search engine that used links. The goal is to figure out if users are satisfied with the results they are receiving. The algorithms Google has always relied on are also harder to pin down due to the increased use of mobile devices. In 2015 RankBrain was created to address this problem and determine if the search results were satisfying mobile users. Even Google is now using a process referred to as long click to determine the length of time a user remains on a website after a search query. They are also able to see if the user quickly returns to their search results to find a different page. The focus must remain on what the user actually does once they are on a site.