Mobile SEO

Mobile SEO Strategy And Progressive Web Apps

Mobile First SEO

Google’s algorithm for ranking has changed from comparing desktop to mobile friendly websites to mobile friendly only indexing. Around 60% of all searches on Google are now being conducted on mobile and that is a trend that is going to continue. While mobile friendly websites are now crucial, it’s also just as important to have a website design that is responsive and works on all devices as well. It’s important to understand how mobile first indexing will impact your current website design. If it’s not mobile friendly then your business is going to miss out on crucial traffic but it also needs to work on tablets and desktop devices. It needs to load fast and be readable and useable on mobile, tablets and desktops. Fortunately there is a next generation solution, Progressive Web Apps (PWA).

Publish Your Mobile Friendly Website As A PWA

Progressive web applications are a type of application software delivered through the web, built using common web technologies including HTML, CSS and JavaScript. Your website can be published as both a responsive website and an installable PWA. PWAs are intended to work on any platform that uses a standards-compliant browser which most modern devices use. A PWA provides a native app UX and can function even if the device is offline. PWA’s make full use of modern web features including push notifications, caching content on the device and providing secure connections for transactions.

Reasons to use a PWA

Google Developer provides three simple reasons why Progressive Web Apps are more effective ways of engaging with your users: Reliable: They load instantly. Fast: They respond quickly. Engaging: They feel natural. In addition, PWAs are more efficient than native apps and can be installed without the need to download it from an app store, instead they are installed from the browser window itself via the “Add To Homescreen” link. Once loaded they will appear like any other app on your device and will launch via their own icon. They will work offline by leveraging data cached during your last visit and will update the app with new data when your online again and the data has changed.

PWA Costs

Native apps can set you back between $10000 to $80000, while PWA which uses HTML, CSS and Javascript will set you back a fraction of this with costs between $3000 to $20000. Keep in mind also your PWA is also your responsive website and will automatically update itself while a native app with core function changes will need to be downloaded again from an app store.

Making Your Responsive Website Fast To Load

From July, 2018 Google announced that page loading speed will be an important ranking factor for mobile searches and since then most web developers and designers have been optimising content for mobile devices. According to Google’s Webmaster Central Blog, around 53% of users will a page if it hasn’t loaded within 3 seconds. A few extra seconds can impact the amount of traffic a website can get so it’s really important to balance engaging content with load up speed. So factors that can reduce load times include:

  • Using a fast server from a reliable hosting company.
  • Compress and optimise media content using the right sized content for web page. Using JPG or JPG 2000, a newer format with more compression for most of your image content is a good start while using PNG only when you need a transparent background.
  • Minifying HTML into a solid block removing all white space.
  • Minifying Javascript files into one file reducing server requests.
  • Minifying CSS files into one external file reducing server requests.
  • Enable server caching
  • Enable browser caching
  • Use lazy loading if your site has lots of images. Images will only load when the user scrolls to where it is visible.

SEO Strategies

Other techniques to optimise your website content to perform better on search engines involve content development. Develop a content strategy.

To develop a good strategy, you need to identify some key components:

  • Who is the target market and their demographic?
  • What is the objective of the website, are you selling products, services or promoting something?
  • How is this objective going to be most effectively achieved?
  • What type of calls to action should be deployed?
  • What is long term content strategy?

Structuring your website content around the above points will better help you develop content now and into the future. It’s important to remember that your website is not about you, rather it’s about engaging with your target markets using the best possible approach and return on investment (ROI).

Well structured content develops a better user experience where menu items list important sections of your business related to products or services. It’s important to keep this simple, as too many menu items will loose users or simply overwhelm them. Using simple language with short sentences that get to the point is often the best way to proceed making sure your headline copy is relevant to the rest of the page’s content. Keep content short, on topic and relevant to menu item and headline.

Focus on your main landing pages. These pages will appear listed in your header menu. These pages must be constantly developed. The web is not about set and forget, it’s a very dynamic environment and needs constant attention to detail. Google’s and other search engine’s algorithms are forever evolving with hardware and software and this in turn requires website to evolve as well if you want your indexing to remain relevant. Although nobody can guarantee top three page indexing for your business, it’s important the fundamentals are in place when it comes to content.

Martin Adams
Martin Adams

Creative Director At Kodako

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