Search engine optimization (SEO) aims to make websites appear as high as possible in the search results. This is important because 75% of users do not even notice the results on the second page. The higher the ranking, the better the chances for the platform’s success – more traffic means more visitors and thus more potential customers. The measures to rank a certain page higher up in the search results are summarized as SEO.
Googling via smartphone: What is the result?
Search engine giant Google has recognized the trend and the relevance of mobile commerce and reacted: In June 2013 it published an article that lists how the results of a search carried out using a smartphone will be listed in the future. Google wants to avoid that users come across websites in the search results that are poorly or not at all optimized for mobile use.
Two main problems are addressed in the article: incorrect redirects and typical smartphone error messages. Many online retailers make the mistake of redirecting the visitor from a desktop site to a non-optimized mobile site. For example, many specific queries listed in the search results land on the start page of the respective homepage.
Only 404 error messages despite additional URL?
A correctly set up forwarding should, however, refer to the mobile equivalent of the website. If this does not happen, this can lead to the purchase being abandoned or the site being exited. So there should be different URLs for desktop and smartphone searches.
Negative example: This is not how the link should look like!
Some pages have additional URLs that can be accessed by desktop users, but display error messages on mobile access. Typical are 404 error messages that appear when users are redirected to a website that is not optimized for mobile devices.
3 tips for mobile devices
Here it is advisable for the operator to redirect his visitors to a desktop page instead, because error messages have a great deterrent effect on the user.
There are three ways to optimize a website for mobile users:
- Dynamic serving
- Responsive design
- mobile optimized website
The first option shows website visitors different HTML and CSS content depending on the mobile device. Responsive design adapts the display of websites so that they can display the same content for all users on the different screens of the various mobile devices.
A tailor-made mobile website, on the other hand, offers users content that is precisely tailored to the device from which they are accessed. A website should always offer users a unique and positive experience, which is most likely possible if the content of the website is exactly adapted to the devices that are currently being used for research or shopping.
How do the professionals do it?
The market leaders in e-commerce, Ebay and Amazon, rely on a tailor-made mobile website in order to guarantee customers the best possible shopping experience and to maximize their sales figures. With the help of a mobile-optimized website, the user is able to find a product in the fastest possible way. The actual buying process is also very straightforward. This is how mobile commerce is made incredibly effective.
There are many other possible sources of error that can prevent websites from ranking high in search results. SEO is a complex subject in online marketing and can sometimes be very tedious. But the effort is worth it! With regard to the success of an online shop, mobile SEO can not only help the website to generate more sustainable traffic in the long term, but consequently also to greater success.