What is mobile optimisation and why is it important?
Mobile optimisation is the process of ensuring that users who access your site through a mobile device have an experienced that is optimised for that particular device. Since people are increasingly spending more and more time browsing the internet on their phones rather than on a desktop computer, it is important that your site is able to accommodate for these users.
Having site that is optimised for mobile is arguably one of the biggest factors in SEO that is taken into account when a website is being ranked on a search engine. This is because most people use a phone to search the internet before anything else now. If a site isn’t optimised for mobile, Google will penalise it and it will appear much lower down in the search engine rankings.
One of the reasons mobile optimisation has such a big influence on search engine rankings is because if a user doesn’t have an optimised experience on a website, they will most likely click off the website very quickly, consequently giving your website a high bounce rate. A high bounce rate suggests that users aren’t being engaged enough in your website to stay for a long period of time.
How is mobile optimisation different to search engine optimisation?
Optimising a site for mobile has a slightly different process to optimising a site for desktop. The differences are:
- Different data
- Different file format
- Different keywords and phrases
- Simplified sites
How do you optimise for mobile?
There are a variety of different ways that you can optimise for website for an improved user experience on mobile devices. Here are some examples of how to optimise a site for mobile:
- Responsive design – It is important that the content is sized according to the viewport. Users are used to scrolling vertically both on desktop and mobile devices. Therefore, if a user is forced to scroll horizontally or zoom out to view the full page, it will result in a poor user experience.
- Reduce non-essential content – when people are searching the internet online they expect to be able to access the information they are looking for quickly and easily. If the information they are looking for seems difficult to find, they will most likely click off your website, which will give you a high bounce rate.
- Shorten keywords and phrases – Optimise titles and meta descriptions to show of your best work; be as concise and possible without compromising the quality of the information. There are several reasons you might want to write differently on a mobile site. One of these is that you may be targeting a different audience. Another is because people search in a more concise manner on an mobile devices, therefore you should adjust your keywords accordingly.
- Reduce file sizes – Reducing the size of image files that you wish to include on your mobile site will allow them to load much faster. This will mean that users are less likely to click off your site and therefore will contribute to giving you a lower bounce rate.