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Mobile First Index: How To Transition & Keep Up

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Mobile First Index: How To Transition & Keep Up

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  1. Mobile First Index: HOW TO K E E P U P

  2. We’ve all witnessed how the search was revolutionised by the rise in mobile usage over the last decade or so. From 4.01 billion users in 2013, the number of mobile users rose to 4.61 billion in 2016 in just three years. It was estimated that 62.9% of the worldwide population already owned a mobile phone in 2016. At the same rate of user growth, the number of users is expected to reach the five billion mark by 2019. Year after year, we have seen many Google updates in its algorithm to consistently uplift the quality of web experience for us users. But with the decisive shift in the behaviour in web browsing, and mobile devices accounting for 27% of overall web traffic, it is no surprise when Google came out with the concept of the mobile-first index. Since it’s finally out, marketers and SEO specialists may need to reconfigure how they monitor their performance and be watchful of how they will be ranked through the mobile-first index. As we speak, Google is already checking the readiness of each site for Before it goes full swing, website owners may have to re-think mobile optimisation to keep up with the change. Jim Yu, founder and CEO of BrightEdge shares five tips that should be top priority considerations of site owners taking up the challenge to top the ranks in the mobile-first world.

  3. MONITOR GOOGLE’S CRAWL ACTIVITY This is especially important during the transition to mobile-first indexing and after the switch cuts over. Looking at the log file data will give an idea of how search engine bots crawl websites and what they look for in there. During the transition phase though, the patterns may yet be inconsistent as Google is expected to calibrate the performance of sites. However, your analysis will help you solve crawl issues in your mobile site’s linking structure early on.  UNDERSTAND THE MOBILE USER Because of the nature of the mobile device interface and the shorter attention span of users on mobile, micro-moments matter. When users browse to search for something on their mobile, they are expressing a need or desire to know, go on a specific location, and with that, may even be ready to spend for such need. But these moments happen so quickly that there is a very short opportunity to engage these users. Thus, there is a need to capture the specific intent of users so brands can meet their demand and cater to it when it is needed. Timing is vital because if they miss when the demand happens, they risk losing that opportunity to their rivals. To be specific, voice search strategy can tell a lot when it comes to targeting micro-moments. Data shared through mobile devices allow for crafting creative new mobile experiences that are personalised or tailored to your mobile users.

  4. DELIVER PERSONALISED CONTENT FOR MOBILE If you have achieved the second item, you are likely capable of delivering highly tailored content to your mobile user. The search intent on mobile for the same person could be different than when they are on a desktop (a study done by BrightEdge shows that 79 percent of keywords results returned on mobile is different from those on a desktop. This means that web users on desktop and mobile vary in their purpose and therefore, expect different content results. If done with careful planning, providing content and an experience that satiates the need of your mobile audience can be a promising opportunity for businesses to rank their mobile sites and reap success in the mobile-first world. It all boils down to - let’s go back to item number 2 - understand your mobile user.

  5. KNOW THE TECHNICAL BASICS Jim recommends a quick checklist to get your content ready for mobile-first index. Structured data to help to help search engines understand and retrieve your content. Verify your mobile site. Add robots.txt on your mobile site; then, check in Google Search Console if it can be crawled. That is if you are still using “m” on your mobile site. Make sure that Hreflang tags on your mobile site point to the mobile versions of your URL. Revisit your metadata and see if you can optimise for higher CTR on mobile devices. Simulate access and navigation of your site to get a picture of your visitors’ user experience on your mobile site. A few examples include long loading time; content is too long or too small for reading on a smartphone. Identify the areas you can accelerate. Test speed on Google’s  mobile site speed test.

  6. SET UP A MOBILE-APPROPRIATE MEASUREMENT FRAMEWORK The search intent on mobile is a bit different than on desktop. Therefore, it follows that the satisfaction metrics among users is also different. Marketers should take advantage of bringing in new metrics that go beyond conversation data with the arrival of the mobile-first index. The micro-moments before purchase are crucial details that are valuable in mapping out the whole picture of the entire customer journey. On top of it all, It is also but practical to monitor rankings both on desktop and mobile for a holistic approach to getting your site in shape.

  7. SOURCE: http://digitalmarketingauthority.blogspot.com/2018/04/mobile-first- index-how-to-transition.html

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