If you were caught up in the mobile frenzy in early 2015, then you’re aware of how important Google believes mobile and responsive web design is. There’s no question that this is true, but Google tells us repeatedly that they should be more concerned with the user experience. So what does that mean?
To determine what this means you need to think like your intended audience. This is not always easy to do and can sometimes require the objective eye of an outside party.
Determine what your audience wants when they visit your website and label that their end goal. It’s important to get pretty specific in figuring out the end goal. Information is not an end goal, but price point, location, descriptions, user reviews, etc., are. Think about the end goal of a mobile user versus a stationary user. Compare the two columns of goals and note if there is a marked difference. If there is a difference, then making your “regular” website mobile and responsive might not be the best option for you. In this situation you may need to create a second webpage designed just for the mobile user.
Let’s use an example to further illustrate the point. Let’s say your business is a restaurant. Off the top of your head you can see that a mobile user’s primary end goal could easily be location and then perhaps reviews, menus, prices, etc. Now these are also considerations that a desktop user might have but location could easily be lower on their end goal list than perhaps coupons, reviews and pictures of the food would be.
Consider what a user’s experience might include when looking for a restaurant on the go. Location information would be pretty high to an on-the-go user, right? In that case, location information should be the first thing a mobile user sees. While at home you’re most likely browsing and planning and have a little time on your hands to compare restaurants. Location will not be as important, so it doesn’t have to be front and center. This is a situation where two websites may be better than one and your main website does not need to be responsive.
Now back to our topic. How does this affect search engine optimization (SEO)? The same old, reliable rules apply. You want to tailor each page to answer the questions your audience wants with well thought out copy, back end structure, titles, images and video, and more. The real shift (at this point) is really in the approach of your audience, be it mobile or stationary.
For help with your mobile SEO and website content, contact Filament for that professional outside eye that means so much.
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