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How to improve your mobile search ranking

Updated on December 16, 2015

There is no doubt that the world is going digital, and that the digital world is going mobile. Therefore, the logical step to take is to optimize your website’s content for mobile search engines.

The question is, just how do you do that? What are the steps you must take to ensure that you rank high up in mobile search results?

Well, we describe three very simple ways:

Step 1: Create the right user experience

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Research from multiple sources indicates that 22% of the top ranking pages in mobile searches use responsive website design. What is that? It’s a way of designing websites so that they automatically adjust to the size of the screen the website is being displayed on.

It’s easy to understand the underlying reason – there are a multitude of screen sizes in use these days because of the plethora of mobile devices available. So naturally, while it would be difficult to design websites for each and every screen size, it’s much easier to opt for a design process that adjusts web page sizes automatically.

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Also, when considering ‘above the fold’ areas (the viewable area of a website after the page first loads), pages that rank the highest in mobile search engines tend to use a larger font as compared to their desktop versions. This greatly improves readability on mobile screens, thereby enhancing the user experience. And understandably, text below the fold is composed in smaller font sizes, as the most important information to be conveyed (such as a campaign’s key message) has to be concentrated above the fold, and in easily readable text size.

Additionally:

1.) Pages that rank high in mobile search rankings use fewer images and fewer menu bars and buttons. This avoids page clutter and concentrates the user’s attention on the page’s key element.

2.) 70% of mobile optimized pages tend to use bullet points to structure information, which is 25% more than for websites designed for desktops.

Step 2: Minimise file sizes and avoid Flash

Studies indicate that pages that rank the highest in mobile search engines are about 25% smaller than their desktop versions. This allows for faster load times and therefore, a better user experience. Flash is also avoided by mobile page developers as it is not supported by several mobile devices and platforms.

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Step 3: Write crisp, concise content Compared to desktop websites, content for mobile optimised websites has to be shorter, with a precise selection of keywords, and with only a few links placed in the text. In fact, research suggests that content for the highest ranking mobile websites usually range somewhere in the vicinity of 867 words (on an average), compared to an average of 1,285 words for their desktop counterparts.

Therefore keep the above pointers in mind. Optimising a website for mobile search engines requires a slightly different approach, and the sooner you incorporate the nuances into your websites, the better it will be for your business.

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