Mobile optimization requires many of the same best practices as desktop SEO. But mobile search results are much more variable, because they are influenced by an additional set of factors.
This is where they diverge:
Search Engine Results Pages (SERPs)
The biggest difference between mobile and desktop SEO is the design of the search engine results pages (SERPs).
Because mobile phones are smaller than desktop screens, Google doesn’t have enough space for 2 columns.
This means that anything on the right side of a desktop teacher data search result will be applied above or below the organic search results, and fewer results will be shown on the first page – this is especially true for paid listings (pay-per-click results).
Similarly, results for Landmarks, Things to Do, and Google My Business appear at the top of mobile SERPs . This engaging and highly interactive content pushes the search results further down the page. However, on desktop, it is to the right of the results.
Location
Most modern mobile phones have GPS, which provides search engines with more accurate location data than stationary desktop computers.
Even if a device doesn’t have GPS, they have other ways of providing location data to search engines, which influences what the engines will show them.
This is one of the main reasons why mobile search results are much more variable than desktop search results: if you search for something in Buenos Aires, the results are likely to be very different than if you search in Mexico City.
Phone operating system
Mobile search results are also affected by phone operating systems. This is especially true if Google believes the query might have app-oriented intent.
In this case, search engines are more likely to show an app bundle: the colorful grids of app icons that link directly to an app in the app store.
Keywords like “career tracker,” “fun game,” or “image editor” tend to rank apps high, because they are associated with some software that people frequently use and download. Since most of them don’t run on the desktop, they typically don’t show up in desktop results .
Screen size
Google adapts search results to fit the device we are using to search.
This affects the number of links visible on the page. When tablets flooded the market, they added even more variation to SERP layouts .
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Honestly, why is it more important now than ever?
It’s no secret that the world is becoming more mobile day by day.
So, if you don’t want to miss out on a huge potential customer base and scale to high-value target audiences and markets, you need to focus on your website and provide more and more valuable content to mobile users.
Google also provides some guidelines regarding mobile-friendly websites where it mentions that such sites will rank higher than non-mobile-friendly websites.
So, if you want to get more Google rankings and high revenue returns, you need to provide your mobile users with a good experience.
3 options to achieve mobile SEO that ranks well on Google
To be successful with mobile SEO today, your site must at least work on mobile devices. So if visitors of this type are served a mini version of the desktop site, you’re in trouble.
Fortunately, implementing a mobile website is neither 7 key tips to sell more with this strategy difficult nor complicated, and here we are going to give you the 3 options that you can take into account so that you do not get left behind and appear at the top of Google.
1. Separate URLs
With this setup, you have the “main” desktop version of your site, along with a mobile (“M”) version.
In other words, the website finds out what device your visitor is using, and then directs them to a URL optimized for that device.
Separate URLs were popular in the past. Today? Not so much, and this is because, on their own, they are very difficult to manage and monitor.
On the other hand, “M” sites have a lot of SEO issues (such as the fact that you need multiple URLs for each piece of content on the site and that it requires complicated “rel=canonical” and “rel=alternate” tags).
2. Now, we have Dynamic Serving
When you serve content dynamically, everything is at the same URL, but you show each user different HTML/CSS depending on the device they are using.
If you visit the Rock Content blog on a desktop computer, you will be presented with a predefined desktop version of the site. However, if you visit the page from your mobile device, the URL will still be there, but you will be presented with the smartphone or tablet version of the page.
You also need to constantly create different versions of your content for new devices as they come out. If you don’t, the website may not recognize a new device, and show them a version that looks terrible.
But how can we avoid this constant modification work? There is an answer and it is in the last alternative that we bring you.
3. Finally, we have Responsive Design
I saved the best for last!
With Responsive Design, your page’s layout and content responds to each individual user. The best part? Responsive design accomplishes this without separate URLs or different HTML for each device.
In terms of being SEO friendly, responsive design outperforms all other options.
Why? I’ll explain it to you in 3 key points:
all content is under one URL (good for sharing and getting links);
minimal SEO headaches (no “rel=canonical” tags, duplicate content issues, etc.);
very easy to use: UX is a big part of SEO;
without redirects that cause technical SEO issues and can slow down your site.
Do you want to know how to create content for B2B companies ? All you have to do is download our free ebook and enjoy the information.
Reading time: 6 minutes
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