a prerequisite for profitable search engine optimization of your website

At a time when mobile searches are exploding, and Google’s requirements for website performance on mobile devices are intensifying, mobile optimization has become an essential part of SEO strategies. How to succeed in referencing your site and ensure its mobile optimization?

In recent years, mobile searches have exploded, even surpassing desktop searches. At the beginning of 2021, more than 90% of Internet users accessed the Internet via their mobile phone, and 55% of searches were performed from a mobile device. The “Mobile-friendly” label, Mobilegeddon, Speed ​​Update, Mobile First Indexing are all measures taken by Google that testify to the attention paid to the performance of websites on mobile devices. Meeting the requirements of the American giant is essential to improving the referencing of your site and ensuring its visibility on Google’s SERPs. However, this is now going through its mobile optimization. In this article we will see what are the challenges and best practices for successful SEO of your site and ensure its mobile optimization.

What is mobile optimization?

Mobile optimization includes all the optimizations made on the website to improve the experience of users who access it from a mobile device (smartphone or tablet). Making your site “mobile-friendly” is now a prerequisite for improving its positioning and visibility on search results pages (SERPs).

Why improve SEO on a mobile device?

Mobile devices are the most commonly used devices for searching the Internet today. In order to guarantee the best experience for your site users, but also in line with the new Google requirements, improving your mobile SEO is essential. With the introduction of Speed ​​Update, Mobile First Indexing, or even the inclusion of Core Web Vitals, Google has made clear its desire to adapt to new uses by Internet users and to make mobile optimization a central element of its performance criteria.

Applied since July 2018, Speed ​​Update has made the speed of loading pages on a mobile device one of the criteria for ranking search results. Mobile First Indexing is a new indexing and indexing system that is applied to mobile searches. Mobile indexing is now enabled for all websites and Googlebot mainly uses the Smartphone agent to index and index pages. More recently, Core Web Vitals have been added to Google’s algorithm performance criteria, emphasizing the user experience.

How to improve mobile optimization of your site?

Website optimization for mobile devices generally follows the same natural referencing codes as those applied to “classic” websites: guaranteeing accessibility of the site and its resources, maintaining good technical performance, offering quality content, working on incoming and outgoing links … However, making your website ‘mobile-friendly’ involves adapting certain practices to meet the specifics of mobile searches. Because Googlebot can distinguish between mobile and desktop versions of websites and assess whether they are suitable for these different purposes, it is crucial to have a website that works well on a mobile device. Let’s explore together some best practices for optimizing mobile devices that need to be adopted without delay.

Guarantee the availability and content of the page for Google

First, make sure Googlebot can access and display content and resources on your site. For this:

  • Be sure to use the same robot meta tags on both the mobile and desktop versions of your website.
  • Avoid using lazy content loading: if displaying content requires user interaction (text input, dragging on the screen…), Googlebot will not load it
  • Make sure Google can access CSS, JS, and image resources

Give priority to responsive design

With separate URLs and dynamic serving, responsive design is one of three ways to optimize your website for mobile. This solution, recommended by Google, is the one that has the best results in natural referencing. This will allow the content of your page to automatically adjust to the screen size and resolution of the device in use, while retaining the same URL, identical content, and the same metadata.

Make it easy to read content on your mobile device

To make reading the content of your site more fluid and user-friendly, here are some ways to explore:

  • Choose an airy and spaced layout
  • Adjust the size of content and fonts to the dimensions of the windows on the screen
  • Choose a font suitable for reading on a mobile phone
  • Make sure the clickable buttons and links are large enough and spaced
  • Customize your menu, for example with a burger menu that won’t overload the home screen

Optimize title and meta description tags

Title and meta description tags are essential for optimizing any website, including its mobile version. As less screen space is available on mobile devices, it is increasingly important to work on your labels to make them as concise and attractive as possible. On a mobile device, the size of the title can be up to 78 characters, and the description up to 154 characters, taking into account the spaces.

Use structured data

Structured data enriches the information provided to Google’s robots when they index a page. This makes it easier for them to understand the content and classify it. Their importance in Google search results continues to grow and can never be ignored for positioning your site. Positively influencing its referencing is also a strategic means of attracting the attention of Internet users and making you more visible despite the reduced space for display on a mobile device. When optimizing your site for mobile, make sure both versions of the page contain the same structured information.

To test the structured data of your website, you can userich tool for testing results developed by Google.

Improve page load speed

Since the implementation of Speed ​​Update, the loading speed of pages on a mobile device has become in itself a criterion for ranking mobile search results. Reducing page load time can be done in a number of ways, including reducing the size of your media files, minimizing code, eliminating blocking resources, or prioritizing content at the top of the page at the beginning of HTML code.

Want to test the loading speed of your pages on your mobile device? Several tools allow you to estimate your speed on a mobile device: PageSpeed ​​Insights, Chrome User Experience Report, lighthouse.

Avoid intrusive pop-ups and interstitial ads

To facilitate access to content and ensure the best possible user experience, Google is now penalizing pop-ups and interstitial ads that are considered too intrusive. This is the case with pop-ups covering the content of the page when the user accesses or browses it, but also autonomous interstitial ads that the user would be required to close in order to see the main content of the page. page for example. However, Google accepts certain types of interstitial ads related to the use of cookies, age verification, and banners using a reasonable amount of screen space. So be careful!

How to test mobile optimization of your site?

Google offers several tools to evaluate the mobile optimization of your site:

Now you have all the cards in hand to ensure good performance of your site on your mobile device!

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