You, we, we all use our smartphones more and more. In itself, this tells us little new. Nevertheless, many online marketers still look at their target audience far too much through dull desktop glasses. Although you would almost take it for granted that mobile users should be seen as a target group in their own right, the mobile channel is still often taken as part of the bigger picture. And where there is no clear focus, the results will also disappoint considerably.
Nevertheless, we have been talking about how Mobile First should instead ensure that a targeted mobile approach should be taken. In the same year, Google already gave a lead by releasing an update that would ensure that mobile websites would get a boost. The conclusion? That mobile first has long been not a perk, but a rock-solid must. We'd love to tell you more about the importance of focusing on mobile visitors. Because when the search engine giant says mobile SEO is important, you better listen.
Mobile first: what is it?
Still, it might not be entirely clear what exactly is meant by mobile first. Let's just say that Google has caused a major re-indexing of search results, placing increasing value on mobile-friendly websites. Mobile first is actually nothing more than what it says it is: Google's spiders crawl and index for mobile content first, and if there really is no mobile version available, only then will the desktop version be searched and shown to the visitor. Mobile first.
This distinguishes the mobile first index from the traditional setup where desktop content was shown to both mobile and desktop users. Meanwhile, mobile-friendly websites, or at least websites that are mobile-friendly, (such as responsive websites, for example) are given preference. As a result, websites that are listed as not mobile-friendly are rated a lot lower and therefore punished for being unfriendly to these visitors. And that so affects SEO. After all, mobile visitors belong to a huge group and now have their say.
Changes within SEO
Because whoever says search engine optimisation nowadays cannot avoid mobile website optimisation. The majority of website traffic now comes from smartphones or other mobile devices such as tablets, which immediately changes user behaviour. Just imagine how different your own user behaviour is when you quietly visit a website from behind your desk and how it looks when you are standing in a crowded tram with your smartphone in your hand. Chances are you are viewing the same site in a completely different way. While in the first case you can go about your business undisturbed, on your mobile phone you are more likely to scan information fleetingly. After all, mobile users are often on the move and in a hurry. In addition, they also have to manage on a much smaller screen. This requires a completely different approach for online marketers to approach this target group. SEO for desktop and SEO for mobile should therefore also be seen as two separate goals.
Mobile conversion as an end in itself
Smartphone use has thus changed both user behaviour and user expectations. After all, smartphone users have become such an important target group that you have to take them into account. However, if you are too slow with your website or have a website that is not easy to read, they will click away just as easily. If you do it right, however, a mobile first approach offers plenty of opportunities. And in this case, we are also talking about conversion opportunities.
- Loading speed: a crucial factor for the mobile first index is therefore loading speed. While as a desktop user you are relatively patient, it is very different in the case of smartphone users. After all, you are looking for information quickly and often it already takes too long if a website takes longer than 2 seconds to load.
- Mobile first design: most modern websites will be responsive which means nothing more than that the same website adapts to the device being used. In this case, the same site is just about as readable on a computer screen as it is on a smartphone screen. If this is not the case, chances are that it will be clicked away and the visitor will look for another resource.
- Call-to-actions: Every online marketer wants his or her target audience to convert, and you do that by making sure it is made as easy as possible for the user. When we talk about conversions, you can think of things as diverse as making an appointment or requesting a quote. In all these cases, it is important that you have clear call-to-actions and convenient fill-in forms. Any barrier that gets in the way of conversion should be avoided.
- Local SEO: many mobile users are often looking for immediate information and this presents opportunities for the attentive online marketer. Because if a user is on the move and searches for 'hairdresser in The Hague', you naturally want to appear at the top. By setting up your website to take location into account, you ensure that your site is easily found by smartphone users.
Reaching your mobile audience?
Want to attract more mobile customers? Then let our online marketers take a look at your site to assess where the opportunities lie. Take contact at and we will tell you more about the conversion opportunities.
