Google recently announced that starting on April 21st, a website's mobile friendliness will be a ranking factor in results. When thinking about this update, it shouldn't come as much of a surprise since more people are accessing the internet through a mobile device.
The two major changes that Google announced is that mobile friendly sites will rank in search results and the second is that there will be more relevant app content in these search results. When preparing for Google mobile changes, businesses may want to take a look at their websites to analyze and optimize their mobile web search presence.
To help businesses prepare for this change, Google has developed a mobile friendly test tool that businesses can easily use. Use this tool to perform a mobile SEO audit so that Google can identify and serve mobile content. Other tools to determine usability include Google's mobile usability report which will point out any user issues that frequently occur. Perform this online audit on your site to find any areas that need to be changed or optimized for mobile-friendliness.
Other tools can also be used such as site speed and page speed this these factors also vary ranking results. In some cases, it may be necessary to completely redesign the site while others may be able to get by with just a few tweaks. In the case of the latter, find a reputable mobile website optimization company who can offer the solutions you need.
Using Google's Webmaster Tools, identify the top queries and pages in mobile searches using the mobile filter. Use this tool to determine if the top queries in the mobile search are the same or different than the desktop search. Use Google Analytics as well to take a closer look at mobile traffic.
Businesses may find that mobile user behavior is significantly different than desktop traffic. Use this information to determine areas of strength and weakness as well as understand which pages may need to be changed.
Tools like Sistrix and SimilarWeb are great ways to discover the keywords that rank mobile search competitors. Businesses should use this information to find out which potential keywords need to be targeted.
Compile a list of keywords that competitors rank for and then combine them with the keywords from the top mobile search queries report to create a complete master keyword list. After segmenting these keywords into categories, use Google's Keyword Planner to perform some research. This tool allows businesses to view mobile trends and then see the breakdown by device which provides an idea of the search volume and trends over time.
In short, businesses can use this information to prioritize keywords that have the highest potential. Finally, after making these changes, be sure to track and monitor progress. Use a ranking tool that can be used to support mobile rank tracking. Keep track of both the businesses and competitors over time. This information ca be used to establish a mobile SEO strategy that will continuously improve a businesses mobile web presence and get ahead of competitors online.
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