The mobile Internet opens up many possibilities that would have been unthinkable not so long ago. At a time when more and more people of every age group own a smartphone, the internet must of course also be usable at any time and any place. Whether writing e-mails on the go, creating social media postings or just looking for the next restaurant: Available time slots are used effectively in this way.
So it is not surprising that the search volume on mobile devices for websites has risen to around 12% in the past two years --in online shops the volume is even higher at around 19%.
This also means a challenge for companies that have to adapt their websites to the changed needs of users. What exactly the term "Mobile SEO" means and what a website operator should pay attention to in this context, more on this below.
Definition of terms "Mobile SEO"
The term “Mobile SEO” is currently on everyone's lips, but it is often not really known what it actually means.
The optimization of a website or an online shop for mobile search engines is known as "Mobile SEO". The aim is to place your own presence on the Internet as high as possible in the mobile search results. Just like with "classic" SEO, the common ranking factors, such as content, link building and the technology used, play an essential role.
User behavior in the context of mobile search
First of all, you have to understand what expectations users have in terms of mobile search. Studies have found: Locally oriented search queries are made more frequently via mobile devices than is the case with a PC or laptop.
Behind such search queries with a local focus lies the expectation of the user to receive the relevant company information directly --speaks the company's portfolio, the address, the opening times and contact details. If these expectations are met without the need for a time-consuming search, the user is satisfied and The probability increases that he will visit the respective location. In order to position yourself as a company in the local search results, a strategy regarding "Local SEO" applies.
Display of search results on mobile devices
In Addition To The Search Behavior Of The User, The Display Of The Search Results In The Mobile Version Also Plays An Important Role, Because These Are Displayed Here In An Aggregated Form. Instead Of A Left And Right Column There Is Only One Column. The information, for example extracts from Google Maps, belonging to the right column, now slide under the respective links. The individual links are created in a link list. With a click on the respective links, a corresponding subpage opens automatically, on which relevant information such as the company name, the corresponding Google Maps entry, the address, the telephone number, opening times and the website are displayed.
Organic search results are displaced by widgets, such as when you google for the weather, and the Google Knowledge Graph and displayed first. The Google Knowledge Graph provides additional sources for search queries relating to a specific author or film, for example. In this way , the user can go directly into his research. In the desktop version, the Knowledge Graph is displayed in the right column.
Conclusion
Because the display and thus also the visible area are much smaller on mobile devices, the search engine results that rank in the first place are even more important than in the desktop search. Websites that are in the first positions here benefit from a higher click rate And thus also from a higher conversion rate. The fact is: As a website operator, the marketing strategy must be effective across all channels.