The 2017 digital marketing buzzword of the year is mobile SEO. And everyone is wondering how to utilize it.
How do we capture the mobile market? How do we use mobile as a competitive advantage? How do we do mobile?
While these are relevant questions to ask, as a B2B marketer you must have all of your ducks in a row before completely committing to a mobile SEO strategy.
B2B organizations must make sure their mobile sites are conveying the same amount information and performance as the desktop site.
Let’s look at what it takes to develop a B2B mobile SEO strategy.
1. Make Sure It’s Worth The Effort
Before you even contemplate AMP HTML or UX design, you need to determine whether or not mobile is a viable source of traffic. This can found by digging into your analytics a little bit and comparing your year over year data.
- First, you need to calculate how big a role mobile currently plays in bringing organic traffic to your site. Your strategy is going to greatly differ if only 10% of your organic traffic is generated by mobile versus if 60% of the your organic traffic is generated by mobile.
- The second thing to look for is if mobile traffic to your site has a growth pattern. While mobile wasn’t a big focus in 2014, if your site has experienced a 20% annual growth pattern since then, mobile SEO is a plausible option to consider.
Another aspect to check is the currently mobile-friendliness of your site. Google offers multiple tools to check this, like the mobile-friendly test and the TestMySite tool. Knowing this will help you develop a more applicable strategy.
2. Define Your Mobile Purpose
I know what you’re saying. “Justina, your blog is about B2B mobile SEO. So our purpose is obviously about improving that.” But do you know what you plan to gain from that?
Are you looking for more organic conversions? More organic blog views? More organic monthly users?
Similarly to purchasing new software or building a new website, you’ll need to outline how you plan to calculate ROI as it tends to dictate the plan for mobile SEO. You don’t want to invest is a new UX design when all you’re measuring is the number of organic sessions to your blog.
3. Choose an Approach that Aligns with your Purpose
Now that you’ve determined the level of effort you should invest and the purpose behind a mobile SEO strategy, it’s time to decide on which tactic you’ll use to carry it out. Four potential tactics to consider: responsive design, dynamic serving, separate mobile pages, and Accelerated Mobile Pages (AMP).
Each of these approaches will affect how you deliver mobile-friendly content and can help to enhance your presence in Google search, but they all also differing levels of expertise in SEO and web development.
That said, when considering how to build a mobile friendly site experience, responsive website design is Google’s recommended way to tackle this..
4. Prioritize and Optimize
Much like regular SEO, optimizing your mobile site to align with best practices is an extremely important part of the mobile SEO strategy.
A recent study found that 61% of users are unlikely to return to a mobile site that they had trouble accessing or utilizing from their phone, and 40% go to a competitor’s site.
You’re going to need to assess what items will require attention and prioritize them accordingly. This includes the technical aspects (like the XML site map, rel canonical tags, HTTP redirects, etc.), page loading speed, UX design, and site content.
These optimization elements all correlate with one another and are needed to enhance overall mobile SEO.
5. Set Up Mobile Analytics and SERP Performance Tracking
How else are you going to show ROI of your mobile SEO strategy without analytics?
Frankly, you can’t.
Depending on your purpose, you’ll need to utilize different sets of analytics than you do for desktop sites. For example, you can build a custom mobile campaign dashboard, which can be designed to showcase only the analytics you care about.
You could also use keyword tools, such as SEMRush, to track and monitor keyword rankings for mobile only.
Mobile analytics can vary greatly from what is seen within desktop analytics, so being able to distinguish between the two is important for succeeding at B2B mobile SEO.
Mobile SEO a new and rapidly evolving concept that is predicted to play a much bigger role in how Google ranks websites. And as more and more consumers depend on their mobile devices for web browsing, it has become necessary to reach target audiences and remain competitive.
Let me know about the mobile strategy that you’ve built by reaching me on Twitter at @Justina_Logozzo.