After two decades of growth and development, mobile devices now bring the highest volumes of traffic to online businesses, and their influence will only grow. This is exactly the reason why Google has changed for mobile: first, open up new possibilities in the art of site optimization. To capture them, we have to answer a first question: how to improve the ranking of websites with mobile referencing?
There are a number of factors that make your mobile website higher (or lower) in Google, and they can be divided into three major groups: technical, user experience and content. There is an additional group for some other factors that cannot be included in the previous three, but still, deserve mention. To help you get to know them better, WebCEO's editorial team has put together this list, which describes the most important mobile rating factors.
Technical Factors
Site Speed - GOOD
This will benefit your site. Who does not like fast WebPages? They are a treat no matter what device you use to browse the net. However, users tend to show less patience than usual with portable platforms.
According to a study on mobile classification factors by Search metrics, the average load time in the top 10 mobiles is 1.10 seconds, and only a little slower (1.17 seconds on average) sends you lower in the top 30. The line separating the successful sites from the optimized evil is shocking, would not you agree? By the way, if the site does not load in 3 seconds, mobile users simply close the browser tab.
AMP (accelerated mobile pages) - GOOD
This will benefit your site.
The secret of AMP is lightweight on their HTML and CSS. It makes pages easily pre-rendered and cached for browsers, and as a result, they are loaded 30 times faster than ordinary pages - basically, almost as soon as you click on the link. With this excellent capability, MPAs have a positive effect not only on rankings but also on click-through rates. No wonder they appear in almost all Google search results: after all, they offer the best of the best user experience.
Flash - Bad
This will cause your site down.
Maybe this problem will be addressed later in the future, but for now, most mobile browsers do not support Flash content and therefore can not display it. That's why it's best to have none on your mobile site. Otherwise, users can not only see what you want to display them, but you may also have a Google penalty to contain hidden content.
Technical Mistakes - Poor
This will cause your site down.
Needless to say. A webmaster who allows errors and bugs on their site has no respect for themselves, their work or their users. It's not even a matter of high ranking in search results ... of course, it's also a factor to consider.
If your site has problems that need to be repaired, users may encounter errors such as faulty redirects to the desktop version of the site and non-existent pages (good 404 errors). Small problems can turn the exploration of your website into one big problem, so do not take too much time with them. And the big problems that already exist require even faster action.
User Experience Factors
Unordered lists - GOOD
This will benefit your site.
Who would have thought that something as ordinary and common as a list of anything that could affect your site in a positive way?
Google seems to reward mobile sites for having unordered lists even more generously than desktop sites. This is not surprising because a well-organized list is easy to analyze. However, rankings begin to fall when lists have too many elements in them. Because a small screen can only display so much at a time, the golden number of chips for mobile devices is 9.
Images - BON
This will benefit your site.
An image is worth a thousand words. This old saying also contains water in the design of websites.
In addition to being aesthetically pleasing to the human eye, images are also easier to perceive and leave a stronger impression on the viewer than the raw text. It is therefore not surprising that the visual media are an integral part of creating a pleasant site. However, it should not be forgotten how abundant content affects the speed of loading the site.
Small font - Poor
This will cause your site down.
"What is this? A web page for ants?"
If you've ever tried to open a desktop site on a handheld device, you've probably had trouble reading its contents. This expects a page designed for your standard PC screen to be reduced to only 540 × 960 pixels. For this reason, the logical solution is to use a large font (recommended value of 16%) on your pages - at least above the fold. This is where the title of the page is placed, and this is where it should serve its purpose of ensuring that visitors invest in the content below.
Small tactile elements - Poor
This will cause your site down.
Do you use interactive elements on your site, such as buttons or check boxes? They should not be so small that the finger of the user has difficulty supporting them. Imagine the frustration of trying to hit a pixel on a screen and miss ten times in a row. What do you think will happen to your conversion rates if visitors can not reach their goal on your site?
However, the lack of situation is not the worst case; This could become much more dramatic. If small items are placed side by side, the user can press the bad and end up publishing his credit card information online so that everyone can see them! A bit extreme, but for an example, it gives a lot of trouble.
Internal Links - WARNING
Mobile pages tend to have about 75% fewer links than desktop pages. This is due to the limitations imposed on their size and content in order to improve UX. In a similar way to other interactive elements, avoid placing the links too close together because it is too easy for a human figure to slip.
Content factors
Keywords and related phrases in the body - GOOD
This will benefit your site.
Although keywords remain important, no web page is likely to be over-optimized. SEO is like chocolate: too much maybe and poison you! It also works with the presence of keywords in your content.
And the basic rule is simple. The longer the text, the more likely the keywords and related terms are to have. But mobile sites usually have shorter texts so it would be strange if they had as many keywords and phrases. Avoid over-optimization and keep it natural for a number of words you have.
Keywords in external links - Poor
This will cause your site down.
Internet marketing is a kind of dog-dog-dog world. Even after you have made your SEO perfectly, you can always browse your two feet and fall face down in the dirt.
If you know how backlinks work and what kind of benefit they provide, it would be easy to see how this might work against you. If you want to rank higher for certain keywords, do not tag other websites for them by putting your keywords in the anchor text that connects them. Google could interpret an outbound link with a valuable keyword by indicating a source that is more relevant to the topic of the page than to your own site.
Word number - ATTENTION
While desktop sites stay ahead of the mobile in terms of how many words per page they use, the number of words from mobile sites seems to grow little by little. Curiously, a higher number of words put you further away from the top position in the rankings, but URLs ranked worse than the top 10 have about the same text length as in the top 3.
By setting aside confusing statistics, you should try to make your content enriched by mobile screen standards rather than desktop computers. Between 700 and 1000 words are numerous.
Additional Factors
Social signals - GOOD
This will benefit your site.
Rich social commitment provides a strengthening ranking for a site regardless of the platform. Users also browse social networks on mobile. There is no reason why you should not use this to your advantage.
An average user spends about 30 minutes a day on Facebook alone. More than 77% of all content shared via mobile goes through email applications like Facebook Messenger and WhatsApp, making it an excellent platform for attracting visitors (for example, newsletters, invitations, or targeting Advertising). Remember that the main purpose of social networks is communication, and communication is equal to feedback! You will not find it in such abundance elsewhere.
Optimization of local search – GOOD
This will benefit your site.
Local SEO is essential for all businesses with a brick and mortar site. Mobile devices can be taken anywhere with ease and are therefore more often used to find places (including shopping places). By bringing these two facts together, mobile SEO will give your company an even stronger presence on the Web.
But you can get discouraged if you try to search for conversions. According to data from the fourth quarter of 2016, office websites have achieved a conversion rate of 26%, while smartphones accounted for only 16%! Which give? Well, there's a really simple explanation: it's because buyers prefer to shop on a wider screen. They use a mobile device to find what they want and then switch to a typewriter to enter payment information.
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