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Last June, Fernando Maciá participated in a roundtable organized by SEMrush (via Google Hangouts) together with SEO experts Natzir Turrado, Fernando Angulo and Gianluca Fiorelli to talk about SEO for mobile.
Mobile SEO
The first question posed to the marketing strategists was what people should be doing on their websites right now in terms of mobile SEO. Among the interventions of his colleagues, Fernando Maciá emphasized the importance of usability given the small size of mobile devices. To do this, we have to get used to accessing websites as if we were accessing them through a cell phone in order to perceive possible usability errors and try to correct them. The user experience has to be positive to achieve conversion, and this is only possible through a user-friendly and well-structured website (implementing data markup so that search engines understand the semantic relationships of our website).
Keywords
Next, Natalia Paskhina (SEMrush) asked how the way people use keywords on mobile has changed. Fernando clarified that we should not focus on what keywords we want to rank for but on what search intentions we want to appear or what needs we want to satisfy. However, he noted that it is true that voice search has brought about changes in how we formulate searches and Google will soon be able to discriminate these differences.
AMP: advantages and disadvantages
Thirdly, the experts discussed AMP-optimized pages and how they help SEO. Fernando began by saying that officially with AMP you are not going to have a better positioning than if you don’t have it, however, Google places you in a privileged position above the rest of the organic results. AMP allows websites to load faster on mobile devices, resulting in battery savings, but also has disadvantages such as, for example, not allowing content to be shared via social media.
Optimize your website for mobile
The next question was the following: what tips could you give to improve mobile SEO? Fernando advised us to make sure that we do not have blocked javascripts and functionalities that make the mobile version accessible. On the other hand, he also pointed out the decline in app downloads by users, leading to the rise of progressive web applications.
Useful tools
Next, we talked about the tools that experts recommend using to analyze your progress in mobile rankings. Fernando mentioned Advanced Web Ranking to monitor large volumes of keywords and measure or compare the evolution of positioning for searches on mobile devices compared to those performed on desktops.
Apps
Returning to the topic of apps, Natalia questioned the experts on whether it is worth developing a native app given the limited number of users who download them. Fernando pointed out the role of apps as a loyalty tool rather than a discovery tool.
Voice search
Finally, we discussed Voice Search and whether it is worth optimizing our website for this type of search. Fernando offered two basic recommendations: to include question and answer formats, as they are the most commonly used in this type of search, and to implement data markup so that search engines understand the semantic structure.
Do not panic
Fernando ended with a reassuring message: for the time being there is no need to worry about “Mobilegeddon” this year, Google is still going to take some time to analyze how to manage results on these devices as they are not interested in compromising the quality of the results.
