A recent study by Google and Nielsen has revealed that almost three quarters of mobile users make enquiries using a search engine when using their devices to complete a purchase. It therefore goes without saying that if you haven’t done so already, implementing a mobile SEO strategy should be one of your top priorities in 2014.
So what exactly do you need for a successful SEO strategy in the coming months? Here are 4 best practices you cannot afford to ignore.
User Experience is Everything
User experience is by far the most important component of a successful mobile SEO campaign, but it’s something even top global brands sometimes neglect. A well optimised, easy to use site is much better at engaging visitors, which we know has a knock-on effect on search rankings and consequently, bookings. As you read through the other points, you’ll notice that all of the core components of effective mobile SEO tie back to a great user experience.
Speed Up Page Loading Times
According to findings by Nielsen, moving forward Google wants mobile web pages to load in no more than one second to keep the prospective customer engaged and provide the best possible user experience.
While there aren’t any stats confirming a correlation between page load speeds and higher rankings on the SERPs, Google is highlighting its importance because of its direct impact on overall user experience, and a better user experience means better rankings.
Opt for a Clean Design
A clean, easy to use design is important to the success of any website, but it’s particularly essential when the page is being viewed on a smaller screen. Providing content in an attractive and easy to understand format, with large buttons and clear calls to action all add up to make a huge difference when it comes to the site’s power to engage and convert your mobile-savvy guests.
Easy navigation should trump flashy design, which means any unnecessary design elements should be removed to create clutter-free, quick to load pages.
Remember Voice Search
The rise of Voice Search on mobile devices has moved the focus of SEO away from keywords and onto context, searcher intent and meaning. As more internet users are using Voice Search to ask Google specific questions, it’s no longer enough to focus purely on keywords + a location.
For instance, someone using voice search to look for a nearby luxury hotel for a weekend getaway might ask “where is the nearest 5 star hotel?” instead of simply typing “5 star hotel + location.”
Since the search results for this enquiry will be determined primarily by the searcher’s location, a hotel with an SEO strategy that promotes its location and incorporates plenty of conversational search terms into its web pages may rank higher than competing local properties.
In 2014, mobile and desktop SEO can be considered two halves of one comprehensive and complete SEO campaign.
Your guests are using multiple devices to research and book their trips. Delivering a great user experience across all these devices is the best way to rank highly, engage their interest and get them ready to book.
Has your resort implemented a successful mobile SEO strategy? Let us know in the comments below.