Mobile Usability and how it affects your SEO and Paid Campaigns

June 29, 2016

By June 29, 2016insights

Can your clients read and understand your website as clearly on a mobile device as they can on a desktop? Perhaps in the past you did not need to worry about mobile traffic, however times are changing. Mobile useability is one of the most important metrics to determine how search and paid traffic do after they land on your website.

For example, if you get to a site, and the mobile useability is not clear than Google might not send you the traffic in the future. This is because they don’t believe your website can answer users questions thoroughly.

Additionally, the lack of mobile usability on a website reduces the quality scores for your PPC campaigns.

Below we provide some key strategies to ensure your site has the organic and paid search it needs with the right mobile useability strategy.

5 Mobile Usability Strategies to Improve Your SEO and Paid Search

  1. Responsive Design– One of the biggest changes in mobile useability over the past decade has been responsive design. Responsive design ensures your website screen size fits the size of the device you are using.

Therefore, if you view a website on a desktop, the screen size is larger. On a smartphone, your site shrinks to share only one column at a time. The images and corresponding content shrink as well.

When Google changed their mobile algorithm last year, responsive design was a vital component. The search engine ensured users had the best search experience possible on mobile devices by using technology that made viewing easy on multiple screens.

Responsive design made it possible for website admins to do this effectively.

You can test your website to make sure it is mobile friendly by checking out Google’s Mobile-Friendly Test page. This test helps you know whether your site is up to Google’s standards for basic mobile usability.

Let us know if you have any questions about using responsive design for your website by contacting us for a free consultation.

  1. Do not overdue your link-building- While responsive design is the ideal option for creating your mobile presence online, some companies still use a mobile website along with a regular website.

If you decide to have a mobile and regular website, make sure not to overdo your back linking efforts. You cannot use the same set of backlinks to go to each website. Instead, you need to have a separate process to obtain backlinks for your mobile and desktop website.

For example, if you write an article in an industry publication you can only link to one of the sites. Not both at the same time. By having to link to two different sites, you reduce the effectiveness of your search campaign.

Comparatively when you use a responsive website, all of the links to your main site translate into links to the mobile version of your website. Learn more about how to properly link your site with our article on the Good, the Bad, and the Ugly of Website Links.

  1. Navigation- Many navigation menus are confusing enough on a desktop device, let alone a mobile device. Therefore, it is important to have a vision of how users can easily move from page to page. You are taking them on a voyage of discovery.

However, far too often visitors get confused navigating a mobile website. They do not see the information they need. When this happens they leave. If your mobile site is confusing to use, then it will hurt your search efforts. Google does not want to send traffic to a website that does not help its users.

The easier it is to navigate; the longer consumers stay on your site. Time on site is valuable from an SEO perspective. Furthermore, it means consumers are engaging with your content long enough to generate more conversions on your website.

If you are not sure how to direct users on your website, then spend some time asking visitors to your site what they liked and did not like about your mobile site. Did they find your services? Any hiccups accessing your website on a mobile device.

Let us know if you need more help improve the usability of a site by contacting us at 1300 360 037 for a free initial mobile website audit.

  1. 4. Mobile Page Speed- The new Google AMP and Facebook Instant Article updates have a huge influence on mobile page site speed.

The platforms vastly improve the speed for users to access your mobile by reducing the content on your site to the basic elements. The combined results are more traffic from search engines looking at site speed as well as a boost in social traffic.

However, not all traffic sources have these platforms, so you must be vigilant on your mobile page speed. Statistically, slower load times directly reduce conversions on a site by 27%.

Users have clearly shown that they need a fast, usable site in order to continue visiting your mobile site.

  1. Mobile specific ads- Google AdWords provides advertisers with a number of options to create mobile and visual ads for a website. Get users to understand the look and feel of your site before they even visit.

When they see an ad that looks similar to the website they visit, they feel more comfortable navigating the website. This is why you need to start your mobile usability strategy before visitors even reach your site. Tell them what they can expect.

Final Thoughts

Improving your mobile usability requires a little bit of art and science. Combining the intuition of what makes it easy for your visitors to use your site along with the data backing up what works already.

If you want to make sure that you have the best processes in place to help your customers with their mobile usability, then set up a free consultation with us.