How Mobile is Changing SEO
We are in the midst of the mobile revolution. To anyone who thinks that they can wait it out: rethink your strategy. The reality is mobile is – and will continue to be – the future. When it comes to catering to your mobile users, it all starts with search.
Local content conquers the keyword.
Before I go any further, I want to clarify that keywords are not dead. They are still very much alive. They have simply been devalued by Google. What has taken their place is a SERP friendly cocktail that combines local expertise with a splash of authority. People that are searching on mobile are looking for brand familiarity, or trust. This is a direct result of the high percentage of mobile searchers that are searching locally. Most mobile users are on-the-go and therefore looking for sites with the most relevant and useful information, based on their location. Think about it – if you’re a homebuyer on mobile, are you searching for “homes for sale” or “homes for sale in Burlington, VT”? Location-specific search triggers such as Burlington, VT are now equally as important as keywords such as real estate. Now let’s jump back to that SERP friendly cocktail – here is the recipe for trust (ingredients courtesy of Search Engine Land):
- Local expertise: build content that promotes your proficiency in the local market, then support that knowledge with local reviews and references.
- A splash of authority: start paying more attention to engagement metrics such as bounce rate, conversion rate, average session duration and pages per session. When these metrics are strong, it indicates to the search engine that your site is valuable to users.
Give it a stir and you’re on your way to some refreshing, high-quality mobile traffic.
Higher than the rest isn’t always best.
We see a lot of our clients dwelling on the idea that a successful SEO strategy is measured by their site’s ability to grab the number one spot in Google. I’m here to tell you that sometimes coming in first isn’t always the best. According to a study by Briggsby, when it comes to ranking in Google, the number 2 or 3 rankings tend to outperform number one. How could this be? As I mentioned earlier, mobile users are increasingly more focused on finding page results that are relevant to their search. This tendency results in a willingness to scroll and graze. This means – whether you’re ranked #1 or #10 – your ability to capture their attention is most important. Spend more time working on optimizing your page meta titles and descriptions. An easy place to start is to put yourself in your buyer’s and seller’s shoes. Ask yourself “what are they searching for and how can I help them?” Simply put, STOP wondering why you’re not beating the competition and START figuring out how you can be more helpful to your buyers and sellers. Google will take care of the rest.
With great authority comes great responsibility.
There is no denying that mobile is changing SEO. The good news: it’s for the better. With more emphasis on relevancy and engagement than ever before, the door is open for your brand to compete with national real estate giants; not with keywords or first place rankings, but with useful content and local expertise. If you truly want high-quality leads, it’s time to start thinking about what works best for your content creation and local search engine optimization.
It’s time to makeover your SEO strategy.
Our mobile responsive designs ensure a seamless user experience from desktop to mobile. We tailor your site to the user’s experience, not the other way around. Change the way your buyers and sellers find you in search engines while building your authority as a market expert with integrated local market data.