Understanding Mobile-First Indexing
The importance of mobile in SEO isn't new. Since the 2015 “Mobilegeddon” update, Google's intentions to make the internet accessible to mobile devices have been clear. Now, with mobile devices claiming 60% of internet usage, mobile-friendliness is a confirmed ranking factor. Simply speaking, sites that aren’t not mobile-friendly tend to rank lower in Google search results.
So, what is mobile-first indexing, and how can you optimize your website to meet Google’s mobile-friendly guidelines?
What is Mobile-First Indexing?
Mobile-first indexing is a switch in the way Google's crawlers index the web.
Historically, the desktop version of a website was indexed first. Mobile-first indexing changed the game, prioritizing the mobile version. Why? Google rewards the best user experiences in the results pages, and because the majority of internet usage is mobile, Google ranks websites with excellent mobile experiences.
Google’s Mobilegeddon introduced a new form of ranking in which dedicated mobile sites and responsive websites ranked higher in searches on mobile devices than desktop-only websites. However, mobile-first indexing takes this a step further; mobile-friendliness impacts rankings on all platforms, not just mobile devices.
How Can I Optimize My Website for Mobile-First Indexing?
What does mobile-first indexing mean for website owners?
Firstly, your mobile website must be just as dynamic and robust as your desktop version, offering the same content and user experience. As Google's mobile-first changes demonstrate, mobile sites are now intended to be a first point of contact.
Next, mobile-first indexing means that it's more important than ever for businesses to have competitive mobile strategies, or they risk losing website traffic and conversions. Are you maximizing your mobile impact?
Here are four approaches that can help you get the most out of the billions of mobile searches happening every day.
1. Create a mobile-friendly design
72% of customers demand mobile-friendly websites – and, as discussed above, so does Google! If your site was designed with desktop-only users in mind, you will lose traffic from mobile searches.
Google understands that there's nothing worse for mobile users than clicking a link and landing on a page that doesn't fit properly on the smartphone screen. This forces the visitor to do a lot of pinching and dragging to get at the information they want, if they don't leave immediately.
Give mobile searchers a positive user experience. Build mobile-specific pages for smartphones and tablets or update to a responsive website design that adapts to whatever device the customer is using.
2. Simplify conversions
Make it effortless for mobile users to convert on your website with clear calls to action that are easy to use.
"Often, converting on a mobile phone is cumbersome. It is highly likely that dev work put toward facilitating mobile conversions will have a positive ROI," wrote Amy Bishop of Search Engine Land.
Your calls to action could take the form of a big 'Buy' button at the top of the page, or they could be something more subtle. Remember that mobile customers aren't always ready to make a purchase. They might just be searching for product information. A study by Google/IPSOS found that 82% of consumers do last-minute research to compare brands, even while they're already standing in store aisles looking at the products.
On-the-go mobile users might also be looking for:
- A phone number to contact you
- Hours of operation
- A way to sign up for an email list
Anticipate the actions your customers will want to take and optimize your site for micro conversions that move them further down the sales funnel.
3. Learn about mobile user behavior
Dig into your analytics to see how mobile users interact with your site. How long do they spend on each page? Where do they drop off? What do they click on? How do they convert?
It's possible that they follow nearly the same habits as desktop users or that they vary drastically.
You might find that while desktop users generally click on and fill out Contact Us forms, mobile users rarely do. This clues you into the possibility that forms are difficult to complete on small smartphone screens. With this information, you can make strategic changes, like eliminating fields or rebuilding the form to be more mobile-friendly.
A small adjustment could be the key to more conversions from your mobile visitors, but you won't know what changes you need to make until you learn more about their behavior.
4. Target based on location
Mobile strategies should, by nature, reflect the mobility of users as they engage with websites. Consider a location-based strategy that targets customers as they search on the go, such as:
- Display ads for mobile users within a certain proximity of your location
- A keyword strategy that includes city or neighborhood names, like: "design firms in Chicago"
- "Near me" searches on Google that connect customers to nearby businesses, like: “pizza near me”
RivalMind: Mobile SEO Strategists
Mobile optimization is a fundamental part of web design and SEO. The stakes are rising, and there are real opportunities to be even more successful with a fine-tuned mobile strategy.
If you learn more about how to optimize for mobile users and make the maximum impact with your business website, contact us at 331.228.9636 or via our online contact form.
Meet the Author
Harley Helmer
Director of Search Marketing
Harley Helmer is a digital marketing professional with nearly a decade of experience in the industry. Today, he's the head of search marketing strategy at RivalMind, responsible for developing and executing comprehensive SEO campaigns that improve online visibility and boost organic traffic. His pragmatic, no-nonsense approach to marketing – paired with a robust knowledge base – helps him deliver innovative solutions to technical challenges and deliver real client success.
Specialties: SEO Strategy, Google Ads, and Search Marketing Opinions
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