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Our SEO Best Practice Guide is always one of the most popular reports on Econsultancy, and last week we posted a significant update to the guide.

To keep our guides the best they can be, we go to those working at the coalface of search marketing to get their contributions so they are relevant and up-to-date.

One of our contributors is Alex Moss, director at FireCask. Alex contributed to the mobile SEO section of the guide, so we asked him to share his knowledge following Joe Friedlein's thoughts on on-page optimisation last week. His thoughts are below...

You've written about mobile SEO for our latest best practice guide. What do you see as the main trend which marketers should be paying attention to?

A lot of sites I see do use responsive design which is great. One thing that people don't do on a technical level is consider content that should be loaded dependent on the device viewing that page.

There are plenty of redundant content blocks I see on mobile versions of a site that are great for the desktop experience but not so useful for mobile.

Understand what content needs to be served and only serve what is needed.

As mobile becomes more significant, do you think the quality of the user experience on mobile will factor into how pages are ranked or displayed in the SERPs? Can companies do anything to rank higher on mobile?

Just keep on optimising as you would for desktop, don't obsess.

Obsession usually causes paranoia which leads to over optimisation. 

Q: What do you think are the most serious issues your customers encounter when they interact with your brand via a mobile device? 

Source: Reducing Customer Struggle Report

Does Hummingbird and natural language search fundamentally change how SEOs should plan their campaigns for mobile?

Yes. Connect more with current events and local. People who use a mobile are higher quality visits but need to know the answer to their search even faster than they would if searching for the same term on a desktop.

Utilising rich snippets (which again is usually part of your general SEO strategy) with local and time-based structured data tells Google that you want to share more information beyond the standard title and META description. 

As always, your site and landing pages within your site need to be informative enough to provide an answer to the query being asked. The basic principles are still there.

What do you think Google's next move could be when it comes to mobile search?

More integration with Maps, Google+ and other related Google apps. I also think it will start to use more collected data from your history to form more contextual results based on your search habits.

What's one piece of advice you would give for those looking to get the most out of mobile search?

Ranking is one thing, but the landing page is more important. Check in analytics how your mobile visitors behave in comparison to your desktop visitors. Check page loading times by using segmentation to separate the type of visitor.

Is there a higher bounce rate or lower engagement or conversion rate? If so then there's something that needs to be optimised. 

There's always something to optimise :)

Read more by downloading our comprehensive SEO Best Practice Guide today.

Andrew Warren-Payne

Published 10 February, 2014 by Andrew Warren-Payne

Andrew Warren-Payne is a Senior Research Analyst at Econsultancy. Follow him on Twitter or Google+

55 more posts from this author

Comments (3)

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Keller

This is a great post.. and I just opened up the updated best practice guide. So looking forward to reading that as well.

I really like the graph in the post above showing customer's struggles on mobile. This is great insight to have when you are reaching that point of "over-optimization" and need to start making decisions on what is important to your users and not your obsession.

We just finished up two mobile optimization projects that came out pretty good, but I definitely found myself at times obsessing over certain design decisions. Hoping the next mobile optimization is a bit more fluid and I am able to quickly determine the most important areas to be optimized without too much obsessing.

Thanks for sharing!
-Keller

almost 3 years ago

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Bethany Downes

I thinks this is a great idea in making your business a success since lots of people are using mobile gadgets this time. For all your ideas thank you. This will help me a lot.

almost 3 years ago

Andrew Warren-Payne

Andrew Warren-Payne, Senior Research Analyst at Econsultancy

Thanks for the comments both :)

almost 3 years ago

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