A responsive website is not a mobile strategy.
There have been lots of reÂcent articles on mobile and more and more of us are getting on-board but how can you optimise your website for mobile, from a people-centric content marketing perspective?Â Google recentlyÂ strengthened its mobile-friendly ranking signalÂ and future updates will includeÂ site speed, so this is an area you should focus on.Â ItÂ also helps with UX and general engagement. This is the first technical change you need to do and by far the last thing you need to do for mobile.
We need to start optimising content to reflect mobile behaviour.Â To begin a mobile content marketing strategy, you should think about a time schedule and match this time to the days of the week based on traffic. So that you can say â€œat 8pm, 25% of my traffic comes from smartphone, I need to write a more mobile-focused blog post,â€ for example.Â Once you know your peak mobile times you need to publish your mobile content during this time. This content needs to be written with the mobile, short time frame, in mind.
Here is a checklist:
- Write with bullet points and use a lot of headings to make your content more scanable. This is also positive for UX as well as for optimising for Google Hummingbird.
- Include a short sentence summary of your content at the top of your article to help to grab attention and encourage readership and engagement.
- Integrate social media icons. Remember mobile is going to kill links, so make it easy to spread your authority and hard work by making it easily shareable.
Mobile keyword research
- Think about revenue and conversion. Where does most of your revenue come from, desktop? If so, it is clear that your mobile content marketing strategy should be more focused on the early stages of the buying cycle.
- Make sure you carry out mobile keyword research and do not just have a unified, one-size-fits-all keyword strategy for all devices. Mobile queries are more informational and often the only conversion is knowledge acquisition so do keyword research thinking just like this â€“ education and inspire with keywords to build your brandâ€™s trust. Your brandâ€™s trust will then make you money.
- Including multiple formats of content (e.g. compressed images, embedded videos that do not auto-play) allows you to optimise for more people. We have different learning styles and interact with content differently as a result, this is also true on mobile. It may be that your mobile searcher has their headphones in, so they may be more likely to interact with a nice, short video a lot quicker than they would in an open-floor office space.
- Engage your user by strategically selecting and placing the right formatted content on your website.
Optimise for voice search
- 20% of all Google searches on Android devices are now voice search queries.
Log onto Google Search Console, then:
- Go to â€˜Search Analyticsâ€™ then â€˜Search Queriesâ€™
- Apply a filter with a natural language targeted keyword (e.g. â€˜whatâ€™, â€˜whereâ€™, â€˜howâ€™)
You now have a list of long tail, voice search keywords. You can also use other tools and platforms to help you with your long tail, voice search, and keyword research.Â Then, just as you would for â€˜normalâ€™ SEO, put these queries, naturally in your content and most importantly answer them, with well-researched and concise content. You are now optimising for voice search.
So there you have it, a mobile content strategy needs to be person-centric by thinking about the searcher at every touch point. Your content needs to be optimised for mobile but you also need to have a mobile and desktop content-based approach which is directed by data on when and what devices your audience is coming onto your website.
â€œWhen consumers donâ€™t have a lot of time to make a decision, they tend to focus on a few key criteria or product attributesâ€ â€“ Think With Google