More and more searches are happening on smartphones — and Google is taking note. Here’s how to ensure your site is mobile-friendly so you don’t get left behind.
Here, you’ll find:
- Tips for making your website mobile-friendly
- Why a mobile-friendly site is key
- Basic SEO best practices for mobile
- A breakdown of mobile site solutions
Mobile users accounted for more than half of global online traffic in 2019, a trend that’s been steadily climbing the last 5 years. But despite the popularity of mobile search, only about 70% of websites are deemed mobile-friendly.
A mobile-friendly site used to be a convenient, competitive advantage. Now, it’s a necessity if you want to stay relevant and competitive with others in your industry.
Google’s been talking about mobile-first indexing, meaning the search engine bots crawl the mobile version of a site first, since 2016. (Many sites are already being indexed mobile-first.) In spring 2020, they announced they’d be launching mobile-first indexing for the entire web starting in September 2020. Due to the pandemic, they’ve since extended this to March 2021.
This extra bit of time is a great opportunity to make sure your mobile site is optimized and ready to go by next spring. Below, we break down how to make sure your site is mobile-friendly so you don’t get left behind.
1. Perform a comprehensive audit
An audit will help identify problems or shortcomings with the current version of your website in terms of mobile-friendliness. You can then use the results to come up with a plan for optimizing your site. An audit will also generate a broad range of important and insightful metrics, including the number of mobile users visiting your site.
You can use Google Analytics to audit your website by the following this command path: Google Analytics > Audience > Mobile > Overview/Devices. Google Search Console will notify you of Mobile Usability errors, and Google has its own Mobile-Friendly Test tool as well.
Additionally, you can opt for premium third-party tools. If you don’t have the time or bandwidth to take on an audit, you could look into partnering with an agency who can recommend customized solutions based on the audit’s results.
The steps for an audit include:
- Review your mobile experience with a device simulator on your desktop, or just use your actual phone. Start with the homepage then move to top landing pages and follow your website’s hierarchy and structure.
- Take screenshots and notes of broken items, and consider the user’s experience. Can they find info fast? Is the page too long? What action do you want them to take on this small screen?
- Prioritize universal fixes, then dig into smaller errors to see what the extent of the work to be done really is.
Once your first audit is complete, it’s wise to plan on performing regular audits at least once a year to ensure everything is still optimized and operating accordingly. Regular audits will also be helpful when it comes to keeping up with Google’s dynamic updates.
Pro tip: In Google Analytics, you can also view data like bounce rate per device category and type, pages per session, and average session duration. These KPIs will let you know if users are engaging well via mobile.
2. Choose an ideal mobile-friendly solution
There are four main solutions to choose from when making your website mobile-friendly. Here’s a brief overview of each solution, including what they have to offer:
Responsive web design
This is the most popular solution, primarily because of convenience. It entails embedding a code that automatically adjusts the site’s contents to fit individual users’ devices, such as rearranging content and resizing fonts to fit small screens.
Nothing else changes, including the original URL, and this solution is easy to maintain. However, the site’s response may be somewhat limited compared to other solutions.
Dynamic serving involves detecting a user agent (mobile, tablet, or desktop) and generating a customized page with HTML and CSS optimized for use with that particular device.
This solution’s main advantage is that you can display heavy content on your mobile pages. However, the solution can be costly to implement. Additionally, accuracy in detecting the user agent depends on your solution provider’s competence and quality.
This solution entails creating a separate mobile website with separate content independent on the main desktop website. Mobile users are automatically redirected to the mobile version using a separate mobile domain name.
This solution is not recommended much anymore, as a separate mobile site is a no-no for mobile-first indexing. Another shortcoming of a mobile version is its limited content. It’s difficult to incorporate all content from the main desktop website. Plus, these sites are often harder to manage compared to other solutions.
A mobile app offers unparalleled user engagement and has the highest measured success rate. Mobile apps are also excellent for branding, as the design is customized specifically for mobile users. Advanced algorithms also enable customization for individual users.
The downside: A mobile app is generally more expensive than other mobile solutions. It also has a low retention rate due to the increased number of mobile apps and the fact that it requires extra effort from the user compared to browsing a website. To this end, mobile apps are often used as a complementary solution for these other mobile solutions.
3. Adhere to mobile SEO best practices
Your mobile site’s success depends on how well it stands out to crawlers and Google’s ranking algorithms. The most effective way to compete is to adhere to Google’s recommended search engine optimization (SEO) practices. Pay particular attention to the following mobile SEO best practices:
- Code in HTML5
- Minimize your site’s loading time
- Ensure your multimedia content (images, videos, etc.) is compressed to the lowest size possible without sacrificing resolution
- Avoid using iframes
- Highlight navigation buttons and make them easy to access
- Ensure you use the correct minimum font size (16px)
- Optimize the page content to fit different screen sizes
- Ensure your content’s font is easily readable
- Make links easier to tap by placing them far apart
- Make jump links available and avoid irrelevant cross-links
- Use image alt tags
- Enable automatic login
- Highlight call-to-action buttons, including a click-to-call tab
These are just some of the basic mobile SEO best practices. Additionally, remember to watch out for Google’s periodic mobile-friendly site updates and adopt all recommended SEO practices.
Making your website mobile-friendly has gone from nice-to-have to a necessary marketing component. Google’s upcoming mobile-first site index launch will penalize websites that are not mobile-friendly.
With so much searching happening via smartphones, those who provide a poor-quality user experience on mobile simply won’t see the success of sites that do. All the more reason to take the time between now and March 2021 to make sure your site is mobile-friendly.