Google established mobile-first indexing because there was a shift happening between desktop and mobile search activity. Today, mobile devices account for most organic search engine visits, and no surprise, most of them are on Google. To improve rankings in local search results, there are strategies that involve multiple moving parts. Many of those strategies involve content. Working in tandem, all efforts will help your business gain a larger share of organic real estate for local search results.
A Marketing Strategist who has a solid grasp of all the moving parts will know what to do to improve your rankings.
In addition to this article on mobile SEO, here are 10 pointers to help gain organic search results:
- Put your most powerful content first.
- Pay attention to user experience.
- Add a “call to action” and “sharing” links.
- Ensure that images are compressed and load fast.
- Create short but strong headlines.
- Use simple sentences and short paragraphs.
- Address core web vitals and minimize code.
- Stay clear of intrusive ads like pop-ups.
- Mix in location-related keywords in the meta-data.
- Use long-tail keywords that align with how people search for things online.
User experience is a big deal. Creating mobile content for humans covers the written text, images, alignment, links, and other elements on a webpage. Displays are small, so what you write must be easy to read, and simple for users to navigate and understand. This sounds simple, but many sites struggle with the concept. Present a clear call to action link, easy-to-read bullet points, and short, meaningful sentences. As you move down the page, bring in more robust paragraphs of detailed information. I love the visual that comes with the catchphrase, “a bite, a snack, and a meal.” Include a nicely organized menu so visitors can dig even deeper into the topic if they want to. Even if you already have a website theme established, fine-tuning a content strategy for mobile can be beneficial at any stage.
If humans like your content, it’s more likely that machines will as well. Do everything in your power to ensure that search engines can easily crawl and make sense of what the website is all about. Go back to those numbered items mentioned earlier. Then, evaluate your mobile website performance. Is meta-data organized correctly? Is each page unique? Are there certain images or pages loading too slowly? Try image compression. Then, run your code through a minification process. (It’s easy for websites to get bloated with unnecessary code.) Are there problems with the robots.txt file? How about the sitemap? There are many free tools available to perform simple audits, such as Google Search Console and Google Analytics. When reviewing data for performance indicators, be sure to set the view as “mobile” data vs “desktop.”
NOTE: A fast-loading website increases conversions. Run a speed test.
If your website isn’t answering questions, filling a need, or solving a problem, then someone else will. Optimizing content is one of the best ways to boost website visibility and achieve better rankings. Through content, your business can connect with readers and influence decisions. It’s a lead generator and branding machine. It helps industry experts become trusted sources. As a leader in your local community, and within your industry, your bottom line will certainly improve. It’s always interesting to look at the keyword phrases that drive people to a site, or a competitor’s site. Consider long-tail keyword phrases, even if they don’t show as much search volume. Depending upon the end goal of your mobile content strategy, you can also turn to Facebook, LinkedIn, and Google Analytics for audience insights. Publish your amazing content strategically and on different channels. Go for the niche! Test different content scenarios to see what sticks. Fill areas of opportunity that competitors are missing. (You won’t regret it!)
Content is mobile. It’s right at our fingertips, all day, and every day. On Google Maps, search results are based on proximity, content, UX, and other factors as previously noted. As you drive around, results will change based on your physical/geographical location and proximity to local businesses nearby. What you see for search results will appear in two ways: Either they are paid advertisements, (sponsored ads), or organic results, (free and natural). There is a benefit to running paid ads, but they provide short-term results. Organic strategies have long-term benefits. To make sure your mobile strategy is on the right track for local search, follow these steps:
- Create, claim, complete information, and post regularly to your Google Business Profile.
- Ensure that you have a location landing page connecting that profile to your website.
- Build citations and high authority links that adhere to a cohesive N.A.P.W.
- Understand the difference between organic and local organic SEO
- Gain credibility through reviews.
If you have a physical location, local SEO and mobile content should be your primary focus as well. Selecting a mobile-friendly theme for your website is a great place to begin, but it’s not enough. As you can see, creating mobile content for local search is a full-time job. It’s competitive, and things change quickly. Considering that the mobile space is already tight, it can be discouraging that Google continues to shrink the real estate for organic results. That situation is not likely to change. But don’t fret. The “non-paid” business leads are prime for lead generation. More people still click on the free results. Cover all the bases to ensure that your mobile content is ready to perform.
Need more help? Complete this form. Wish will be granted.