YOUR GUIDE TO MOBILE OPTIMISATION

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Mobile phones: we all have them and they’ve become somewhat of an additional limb. The increasing addiction to our phones has opened up a powerful marketing opportunity for drawing in potential site visitors with some savvy software.

Whether your target audience is Gen X, Gen Y or Gen Z, screen time across all generations is growing as apps continually emerge to satisfy our constant needs– we need never leave our house… (too soon?) Gen Z, those born between 1997-2015, spend a shocking 9 hours a day on average in front of a screen. Whilst they are at risk of their eyeballs turning into rectangles we can take full advantage of this with mobile optimisation.

Mobile optimisation is the process of ensuring visitors can access your site in an engaging and mobile-friendly way. This is particularly important as a lot of mobile visitors visit a mobile site before making an offline purchase. E.g. you’re out for lunch and google “paninis near me” before going into the nearest google-directed deli to purchase that delicious-looking meatball marinara.

Not only does optimisation ensure a more enjoyable experience for visitors on the site itself but optimisation can actually draw new visitors in. Our increasing tendencies to use phones over desktops means Google has started to rank sites by a mobile-friendly criterion that assesses whether your site’s performance is compatible with the latest software updates. If it isn’t your website will fall behind on search results pages.

Here’s how to optimise your webpage for mobile:

  1. No Pop-ups– while a flash “25% off ” full-screen pop-up or “how can I help?” speech bubble may be beneficial on your desktop website, these can instantly deter customers trying to find information on a smaller screen.
  2. Scale down– following on from the pop-ups, scale down your web content for mobile. Keep text short and concise retaining only the most important information and keywords for greatest readability and engagement.
  3. Scrollable content– make your mobile site scrollable for the easiest usability.
  4. Optimise images and video– make videos short and keep images high quality and closely cropped.
  5. Responsive template– use a responsive template for everything. This ensures your format remains fluid e.g. clicking on the map or address takes you directly to directions on google maps.
  6. Local SEO– going back to that delicious meatball marinara, using local SEO is of paramount importance in order to draw potential visitors in store. Showing up on the local carousel will place your website above organic search terms and generate higher traffic. To increase local SEO make sure to include your location clearly on your website and socials as well as in the title tag, alt tags on images and potentially in your URL.
  7. Accelerated mobile pages¬– AMP means lightweight web pages and AMP-enabled content will load super-fast allowing visitors to find you quickly.
  8. Google search console– Finally, don’t be scared of mobile. Use Google Search Console to identify which areas of your site are mobile-friendly and which areas need optimising.

So, if you haven’t already, get mobile optimising and see your site traffic soar. At Marketing Adventures we can do this for you and guarantee your brand online dominance. Please contact us directly at hello@marketing adventures.co.uk.

Author- Georgia Turton