Mobile SEO Strategies for Local Businesses

by | Feb 26, 2024

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mobile-seo-strategies


According to Statista, mobile traffic accounts for 58.67% of the global web traffic and an average person uses their mobile for 3.25 hours daily.

Given the rise in access to mobiles worldwide, people are using mobile phones for everything nowadays. Most people do searches on mobiles rather than on desktops.

To reach this massive audience, your site should look good and perform well on mobiles as much as on any other device. This is where mobile SEO comes in.

Our post will tell you the importance of mobile search engine optimization for your business and the strategies for strengthening the same.

What is Mobile SEO?

Mobile search engine optimization involves optimizing your website for mobile devices like smartphones and tablets to provide a great user experience.

Mobiles have slower processors causing longer loading times, lower screen resolutions, and a comparatively different site structure, all of which influence your site’s mobile user experience.

A poorly mobile-optimized site will put off users, which won’t just harm your SEO, but also your business and conversion rates.

Therefore, your site’s content, design, and structure should be informed by the best mobile SEO practices.

Why is Mobile SEO important for your local business?

You may be noticing local businesses increasingly focusing on mobile SEO. Here are the reasons why:

  • Most local searches come from mobile devices. This makes it all the more important to make your site mobile-friendly and cater to the local audience
  • Google assesses your site’s mobile-friendliness through its mobile-first indexing. If your site is not mobile-friendly, your site will rank lower in the search results which will reduce your conversion rate and revenue.
  • Your site loads faster when it is mobile-optimized, which improves the user experience
  • It increases your site’s visibility in local search results so that your customers can easily find your business
  • People will find it easy to read content and navigate your site when it is properly structured and designed
  • It improves your site’s user experience, building your business’s brand awareness and credibility.

Therefore, even if you have great products and services, they may not get the deserved recognition if you neglect mobile SEO.

Effective Mobile SEO Practices For Local Businesses

In today’s mobile-dominated world, you ought to invest in good mobile SEO practices to keep people coming to your site. Here are the key practices to strengthen your mobile SEO:

1. Ensure your site is mobile-friendly:

Start by checking the mobile-friendliness of your site. The tools commonly used for checking the same are  Google Mobile-Friendly Test Tool, Woorank, and Webpage test.

Just enter your site’s URL in the search box and press enter. You’ll see a report that tells if your site passes the test and the areas of your site that require improvement, if any.

There is a quicker method of testing your site using Google Search Console’s mobile usability report.

It provides a comprehensive report on issues that could exist on your site’s pages like text and clickable elements that are too small or too close, a missing viewpoint, etc.

2. Check your site’s loading speed

Users want to access your site as soon as possible. If you keep them waiting, they may leave your site with a bad impression.

Having a good loading speed attracts people to your site which translates to increased leads.

Google Pagespeed Insights is a powerful tool to analyze your site’s loading speed, user experience, and the areas that require improvement

Implementing the insights of this tool in your strategies  will boost your site’s SEO and make your site rank comparatively higher.

page-speed-insights-field-for-entering-url

Just type the URL of the site whose page speed you wish to check and click analyze. You will be presented with a report that has the following three main sections:

  • Core-Web Vitals
  • Diagnose Performance issues
  • Opportunities

⇒ Core Web Vitals:

The top of the image below shows that the website being analyzed has passed the Core Web Vitals assessment.

core-web-vitals

The main metrics of the Core Web Vitals are:

→ Largest Contentful Paint (LCP):

The speed at which your site’s main content loads, should ideally be less than 2.5 seconds.

→ First Input Delay(FID):

How fast your site responds to the first user interaction, like a button, link, or any other clickable element

→ Cumulative Layout Shift(CLS):

It tells how much the elements shift (in any direction) while your page is being downloaded and rendered.

⇒ Diagnose Performance Issues:

This section of the report gives your site a score out of 100 based on its performance(speed and optimization), accessibility(user-friendliness for diverse users ), best practices(using modern web development practices), and SEO.

diagnose-performance-issues

⇒ Opportunities:

The part below the “diagnose performance issues” section lists the opportunities or recommendations to better your site if there are any. For example, minimizing redirects, reducing server response time, reducing unused javascript, etc.

3. Use responsive design for your site.

When your site is responsive, all its elements get resized to fit the screen of the device accessing it.

It ensures that your website looks good irrespective of the device it is browsed on. A responsive design attracts traffic to your site and reduces its bounce rate.

branding-marketing-agency-website-mobile-view

If people open your site and see a lot of cluttered images, texts, and cropped content, it will drive them away.

If navigating your site is confusing, user experience suffers and you lose many leads.

4. Work on Voice and Visual Search SEO

Typing in the search bar is no longer the only means people search for something online. Voice and visual search are now two crucial trends.

The growing importance of voice search has made it essential for all businesses to use voice-friendly keywords.

People speak casually while doing a voice search. Use keywords that are long-tail and conversational when working on voice SEO.

Many people prefer searching through voice assistants like Amazon Echo, Google Home Assistant, Apple’s Siri, and Microsoft Cortana. 40 % of adults use voice search daily, according to synup.

The rise of visual search mandates that you pay utmost importance to your site’s image optimization aspect.

Here are some tips to optimize your image for visual searches:

  • Post high-quality images as they are easily recognizable by people and search engines
  • Use suitable alt text to inform the search engine about your site’s images.
  • Use image sitemaps to improve the chances of your images being discovered by search engines.
  • Ensure that your images properly focus on the subjects you intend to focus on to help search engines understand the context of your images.

5. Suitable title tags and meta descriptions

Title tags and meta descriptions are crucial on-page SEO aspects that decide whether or not someone opens your site as they both appear in the search results.

People can quickly learn what your website is about from its title tag. It ideally should not exceed 60 characters, as doing so may result in it getting truncated or rewritten by Google. This length results in higher search clicks.

Make your title tag descriptive to make it reflect your site’s main content. Always place the keyword at the beginning of your title tag to tell the audience your content is relevant to their queries.

Create a unique title tag for each page and include the primary keyword in it. However, keyword stuffing is to be avoided.

title-tag-and-meta-description

Your meta description summarizes your page in the search results. It should be sufficiently descriptive but persuasive to make users click on your listing.

Write meta descriptions within 120 characters to prevent their truncation by Google. Each page’s meta description should be unique, have the primary keyword, and have a call to action to drive traffic.

6. Work on user experience

A bad user experience is among the top revenue killers of a business. Hence, you should ensure that your site answers people’s queries, is easy to use for all users, and has a simple yet effective design.

Your site should create a lasting impression on everyone, which ensures recurring visits and referral traffic.

Some tips to maintain a good user experience are:

⇒ Easily discoverable and clear calls to action (CTA):

A call to action is a prompt (link or button) on your site that asks users to take your desired action (buy, subscribe, read more, etc.).

Keep CTA links or buttons on the easily visible spots on your page. Make them catchy and big enough to be clicked on.

⇒ Thumb-friendly design:

Mobile users use their thumbs to read and scroll through your page, click on its inside elements, and for many other activities.

Hence, a thumb-friendly design for your site is non-negotiable.

⇒ Optimize your site for the people with disabilities:

The people with disabilities should be easily able to navigate and understand your content.  To make your site accessible for them, use alt text, easily readable font, and add transcripts to videos.

⇒ Easily readable text:

Mobile users want to read legible text that doesn’t strain their eyes due to the limited screen space.  Your site’s text on mobile appears much longer than on desktop.

To enhance readability, write paragraphs no longer than a few sentences.

Divide longer paragraphs into shorter sentences, and don’t hesitate to use spaces between sentences whenever you feel they are required.

7. Avoid intrusive content

Google penalizes intrusive interstitials on your site that hamper user experience, such as pop-ups, auto-playing videos, or any other content that obscures the main content of your site or makes browsing your site annoying.

Seeing intrusive content on mobiles is more frustrating than seeing it on your desktop because it may occupy the entire limited viewing area provided by their small screens.

Such content increases your bounce rates, which harms your SEO and rankings.  Avoiding intrusive pop-ups, advertisements, and other overlays will offer your customers a good user experience, increasing your conversion rate.

You can use pop-ups under reasonable conditions. For example, asking for cookies, newsletter subscriptions, age verification, and displaying a non-intrusive ad.

newsletter-subscription-pop-up

Branding Marketing Agency’s newsletter subscription box

8. Optimize for local customers

You have to ensure that your Google Business Profile(GBP) shows up in search results when people in your area use the phrases “Near Me,” “Where can I buy,” and open now(along with their variations) to search businesses on their mobiles.

Claiming your GBP is part of an SEO strategy that increases your business’s visibility in local search, known as ‘Local SEO’.  Your business profile contains information about your operating hours, location, contact details, services, and business updates.

Focus on location-specific keywords. You can target the keyword ‘dry cleaners in Colorado’ if you own that business there since the locals are likely to use that keyword to search for dry cleaners.

You can use Google Keyword Planner to identify keywords with a good search volume in your area.

google-business-profiles

The screenshot above shows the top-ranking Google Business Profiles for the query ‘dry cleaners in Colorado’

To increase your visibility in the search results as well as Google Maps, keep your business profile updated and engaging.

9. Monitor your competitors

Closely monitor your competitors’ mobile SEO strategies. Analyze what strategies are working for them and check if you can outdo them somewhere.

Semrush’s tools will help you with this.

The ‘Organic Research’ tool allows you to know your competitors’ best keywords and how competitive each keyword is so that you can select the right keywords.

To know the deeper intent behind the keywords use the ‘Keyword Overview’ tool.  It helps you to target keywords that your competitors are not targeting and also create content that matches the user needs

Analyze your industry’s emerging  mobile SEO trends, such as Schema Markup, accelerated mobile pages(AMP), and app integration

10. Use AI for SEO

Artificial Intelligence(AI) has completely changed how we work on Search Engine Optimization(SEO).

AI If you ever feel lost while managing your SEO or want, then AI is your friend!  Here are the ways it can aid your mobile SEO efforts:

⇒ Mobile-friendly optimization:

AI analyzes user preferences, website layout, and load times to improve user experience and enhance SEO.

⇒ Voice search optimization:

AI uses natural language processing to gauge voice trends, which can help you target voice-search-friendly keywords

⇒ Local SEO:

You can accurately grasp the local search patterns and their intent using AI-powered tools to optimize your content accordingly

⇒ Predictive analytics:

AI can provide you with a comprehensive report on emerging SEO trends, keywords, and user behavior. The information provided helps you modify or adjust your SEO and likewise stay competitive. For example, if you’re in the real estate business, you might be interested in keywords like “Retail Property in Regina for Sale” to optimize your online presence and attract potential buyers.

⇒ Image and video optimization:

Your site’s videos and images need to be properly optimized to be recognized by search engines. If they are not optimized, AI will tell you where the fault lies and then recommend improvements.

Some commonly used AI SEO tools are Hubspot AI, SEO.ai, OutRanking, etc.

Conclusion

In today’s mobile-dominated world, you must work on your mobile SEO to stay competitive.

Mobile SEO improves your site’s reach, user experience, and conversion rates.  These are the key components that give you a strong online presence.

Following the tips in our article guarantees your site’s mobile-friendliness. Remember to regularly analyze your SEO performance to ensure everything is going well.

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