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Beyond Mobilegeddon - Advanced SEO

by: Chris Elliott on

A few months ago I had the privilege of contributing to Federation University’s Web News. I put together some basic SEO tips aimed at staff that are not advanced web publishers to help them create more SEO friendly pages. You can read that article on the FedUni web news site - Search engine optimisation (SEO).

Acquisition report from Google Analytics

I felt it would be appropriate to revisit this article and add some more advanced elements, in particular mobile SEO and ways in which to optimise your site for mobile visitors. Since Google’s recent Mobilegeddon update, it has become clear that Google is committed to delivering quality  search results to users on mobile devices.

'Develop content that is relevant to users and it will rank accordingly.'

Back to Basics

So, getting back to the basics of SEO, much remains the same with the user-focused approach; develop content that is relevant to users and it will rank accordingly. Not a bad way to approach SEO entirely if you ask me.

The first thing I always consider is what I call the 'Gimmies' (Give me's). These are the elements that are basically given to us on a plate; it is pointless looking at SEO without them. They include:

  • Page Title
  • Page URL
  • Meta Description
  • Headings - H1, H2, H3 etc.

The Gimmies are a simple, tried and tested way of letting users find your content, which in turn helps you to rank well with search engines. They are simple and almost all Content Management Systems (CMS) allow you to update most if not all of the Gimmies. The internet is full of articles and how-to's about these elements, however my personal favorite is Moz, which is home to a series of SEO learning tools. - Moz SEO.

Mobile SEO

Once we have our Gimmies in order, we can put our feet up and rest. No we can't, we have to consider our users in more depth and how we can best provide them with the content they seek. There are what seems to be endless ways of doing this, however for this post I want to look at some things we can do for mobile.

If you haven't already done so, you should check your site for 'mobile-friendliness'. People conducting a Google search on their mobile device are now shown if a website is mobile friendly. You should do this in two ways:

    Mobile-friendly test site
  1. Conduct a search of your website and look for the 'Mobile Friendly' term next to the description within the search.
  2. Visit Google's mobile friendly test tool - Mobile-Friendly Test

You can follow other information about optimising your website for mobile from the mobile-friendly test tool, I highly recommend further reading to understand how mobile can impact your search results.

 

Mobile User Experience.

mobile layout with phone number

I recently worked with Ballarat accountants, MTA Optima on their SEO strategy. Although much of our time together focused on the Gimmies, an opportunity presented itself to create a unique experience for mobile users of the MTA website.

We decided to add a phone link at the top of the page with a break-point (this is a responsive design term) to suit mobile devices. By doing this we are creating a unique experience for the user, who may have conducted a search for the company, looking to get in touch quickly. To see this, simply visit MTA Optima on a desktop and mobile device separately or minimise your browser.

'It is this attitude that has proven to produce the best SEO results.'

It is too early yet to judge if mobile SEO has improved in the short time that has elapsed, however I would expect that combining the Gimmies with additional optimisation like the phone number for mobile, will help to improve the website’s SEO ranking.

It is unlikely that updates like this will have a significant impact, not in the short-term anyway, however it comes back to providing something useful to the user. If they are happy and they are using it, then perfect! It is this attitude that has proven to produce the best SEO results.

We know since Mobilegeddon that creating unique experiences like this will help our website to rank well with Google search for mobile. Google's mobile support page suggests:

'Make sure visitors can have a good experience on your site when they’re visiting from their mobile devices!'Google Developers

If you are interested in adding something like this to the mobile layout of your site but don’t have the technical skills, let me know via the contact page form and I will happily point you in the right direction.

Until the next time, happy marketing.

Chris




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