In recent years the traffic from mobile devices has multiplied exponentially and everything indicates that it will continue to gain ground at the desktop in the coming years. Google, the great dominator of the search market in our country, has already warned that as of April 21 mobile optimization of websites will be an important factor in the positioning of results. Is your website ready for the change? Today, having a website properly adapted to any mobile device or having a well-designed app designed for the user are important factors for any company, but they become capitals talking about business oriented to electronic commerce.
The dominant position enjoyed by Google in some countries, including Spain, means that Internet professionals are very aware of changes in the algorithm that orders search results. Not surprisingly, for many businesses, organic traffic represents a large percentage of the total and a well-conceived SEO strategy can be a very important source of traffic, and infinitely cheaper than investing in SEM, advertising on social networks or banners on websites. On the other hand, apps have become a great complement to the mobile web for many companies, who know the added value of having a presence in their customers’ terminals and not having to wait for them to find them in search engines. On the other hand, in terms of design, performance, and functionality an app offers incredible possibilities as we have been able to experience in recent years in both iOS and Android or Windows Phone.
A success story of what a transition from desktop to mobile should be is ShopAlike, an online store that combines a simple and perfectly optimized mobile web for use from smartphones and tablets with an intuitive, fast and very easy-to-use free app. Available for iOS, Android and Windows it offers access to more than 150 online stores and more than 1 million products from a single application, highlighting especially a powerful search engine that allows filtering by almost any feature such as color, size, shipping costs, categories and much more. The result is a fantastic user experience and a solution aimed at converting from a device that almost all of us carry around throughout the day.
Throughout these weeks we have been learning how to make a page with 1 & 1. Once built there is something tremendously vital, especially if we want the main seekers to find us. We must bear in mind that not to go out in the search engines, such as Google, which is the main one, will make us complete strangers and not only will we not get new customers, but also that our competitors will overtake us. It is very important, therefore, that you adopt the title of the page, the description of the page, the metatags and the footer in a global way. It is very easy, you just have to enter in your control panel and go to the Settings tab and within settings to SEO and Footer. Once inside you can customize the previous settings for SEO and footer.
In the title of page, you can put, for example, the name of your business, in our case Pizzeria Bella Italia. Keep in mind, that the title of your web page is the text that appears in the upper part of the browser window (usually blue background and white letters). If a visitor saves your web page in « Favorites «, this will be the text that will be saved to identify it. In addition, a good title helps your website is more easily found in search engines. Enter the full name of the company and select an informative title. Next, describe your web page and the subpages. These descriptions are evaluated by the search engines and are shown along with the search result. We have put: Pizzeria Bella Italia is a restaurant with Italian food in which quality and good taste take precedence over everything.
In the part of the keywords, you can enter the keywords/tags that best describe the content of your web page. Keep in mind that this information is essential for search engines to find your website. Enter the keywords separating them by commas. For example, for a restaurant, you can enter the restaurant, cuisine, gastronomy, menu, menu. You can also include key terms composed of more than one word, such as French cuisine or wine list.
Another interesting example is Kayak, one of the leading travel comparators in the market and also betting on the app as a central element of its mobile strategy. If we access your website from any mobile device, the first thing we find is a direct link to download the app, a clear indication that you prefer to interact with the customer in the most direct way possible. However, they also have a responsive web from which they have eliminated any accessory element to position the search engine and its results as central content. The result is a mobile conversion platform that works both for the occasional user who wants to perform a search and for the customer who ends up installing the application on their phone and makes it their first choice when choosing where to buy a flight.
What more changes can we expect from Google in the future?
Answering this question is very complicated. It should be noted that the first interested in maintaining the secrets of its algorithm is Google, aware that the slightest loophole would be used to alter the results in searches as was usual years ago (surely some readers remember those webs full of keywords without the slightest relation to the page). What is clear is that Google’s business (mainly advertising) involves obtaining the maximum possible attention, that is, that its users continue to trust their results. Thus, they will continue to introduce changes to combat spam, rewarding websites that bet on offering the best user experience and introducing variables such as security, which will be increasingly important in electronic banking and online commerce pages.
The best advice not to be penalized by Google is to think of the user and not see the search engine as an enemy, but as a powerful ally that can bring us large amounts of organic traffic at almost zero cost. The key is to develop thinking about the web in which we would like to navigate. It is increasingly important to be among the first organic results on mobile devices than on the computer. According to a study by seoClarity, the CTR from which the first one appears is significantly higher in the rest. In the results for mobiles, the result of the first position registers an average CTR of 27.7%, while the second of this ranking does not reach 10%. With this in mind, it is increasingly important to optimize the SEO of your mobile website. Surely you have doubts, but we have the answers:
1. Do I need a mobile version of my website?
Consider this first. If the percentage of users who enter your web through mobile is negligible it is not worth it to spend your time and resources on something that you really do not need. To check this you only have to check in analytics the growth that mobile traffic has had towards your website in the last year. If you see that the percentage is still not very high, but in recent months has grown a lot, or if directly mobile traffic to your website is high, you need a mobile version of your website.
2. What do I choose, responsive design or mobile version?
Once you are clear that you are going to make a mobile version of your web page, I’m sure this question comes up. From Google we recommend the responsive design before creating a complete mobile web page, the user experience improves greatly, as well as avoiding possible duplicate content problems or redirects. Although Google strongly recommends it, there are many times when a web page does not fit with a responsive design, either because the design of the web is very special or because you do not want to show the same content to mobile users as the rest. To know how your current design would fit in different sizes of screens use Screenfly.
3. Implement, “canonical” or “alternate media” label?
To avoid that Google position your mobile web above the desktop version you have to correctly implement the meta-tags “rel = canonical” and “rel = alternate media” in both the mobile and the desktop versions. The meta-tag “rel = canonical” you have to implement in all the pages of the mobile version pointed to their respective pages in the desktop version. On the other hand, unlike the previous one, the meta-tag “rel = alternate media” you have to implement it in the desktop version, you only have to indicate which will be the maximum size in which the mobile version will be displayed.
4. Do I upload a sitemap for the mobile version?
It is very important that you follow the same good practices as with the desktop version. In this way, do not forget to upload the sitemap of the mobile version through Google Webmaster Tools will help Google index more quickly and more effectively your website.
5. Do I avoid redirects?
An essential aspect for search engines to assign you a beneficial position in their results is the speed with which your page loads. On average, the time it takes a mobile to load the content of a page is 6 seconds. Each redirection will be added to that average time, thus increasing the loading time. It is true that not all redirections can be avoided, but at least apply them when they are strictly necessary. That page to which you redirected to the surfer should be what he really expected and you should not force him to give another click. Likewise, it is essential that there are no redirects from the web version to the computer version and vice versa.