The digital marketing landscape is changing, and mobile behaviour is a leading agent of that change. It’s no secret that users are performing more searchers on their mobile devices – smartphones and tablets – than on desktop these days, and companies of all sizes are adapting, including any successful SEO agency. Even Google, through the impending launch of its mobile-first search index, is making the necessary changes, and so should you.
However, diving headfirst into optimizing your site for mobile at the expense of desktop would be a mistake. Mobile-first, after all, does not mean mobile-only: different searching scenarios deliver different search results. In a recent article for Search Engine Land, BrightEdge founder and CEO Jim Yu described how this happens, writing: “Google interprets each user’s most likely intent through micro-moments, which impact how the [search engine results page] is constructed and the types of content that appear.”
For example, a person searching a restaurant will probably be shown a local 3-pack, while a “how to” search is more likely to yield a ‘Google Quick’ answer. Similarly, users searching a company’s contact information on desktop will be directed to the company website’s contact form, but may be presented a click-to-call button on mobile.
What all this means is that optimizing for desktop looks different than optimizing for mobile, and your SEO agency should be doing both. That means ensuring your site design is mobile-friendly; performing mobile-specific keyword research that accommodates for increasingly common voice search; implementing accelerated mobile pages (AMP); and analyzing data that tracks what platforms users are accessing your site on.
As a Premier Google Partner and leading Toronto SEO agency with access to valuable insights on Google’s preferred practices, GrowthEngine Media is positioned to improve your website’s search engine visibility across all platforms to ensure you can be found by your target audience.