Adjusting Your Content for Mobile Searches

The tides are changing in the digital world. With more than half of online search traffic coming from mobile devices, marketers must implement keyword research and content marketing methods that will cater to the needs of mobile and multi-device users.

Keywords Differ on Mobile Devices

Desktops and mobile devices are like apples and oranges. What users search on a desktop may flag entirely different results on a tablet or phone. With mobile devices on the rise, tailoring keyword research to fit the mobile standard is a necessity. Here are some tips on optimizing your keyword for non-desktop users:

• Be Brief: Customers who use mobile devices tend to use shorter keywords that are easier to type. This method also applies to voice searches for the customer on the go. Using 2-3 keywords in your niche should appeal to the customers’ reliance on convenience and provide an obvious path to your information.
• Incorporate Location: The universal chorus of many mobile users utilizing voice searches ends with, “near me.” According to Google, 94% of these users search for information based on location. Make sure your location is clearly incorporated into the keywords that you want to perform the highest.
• Consider Questions: Many voice searches are posed as questions. Anticipate the type of question your customers may ask and use them as keywords. These questions should reflect the terms and language mobile searchers most often use.

Research Your Mobile Users

When planning content for the mobile user, it is important to identify the audience. Because these users often have an agenda based on convenience, collecting data on your target demographic should direct you to the kind of content and user experience you should provide. A good mobile content marketing plan should incorporate those components as you produce mobile-first content.

Tools like the Google Keyword Planner can help you find a list of keywords that your customers may be searching for. Identifying the keywords that work best is an important step in planning content that is mobile-centric.

Optimizing Your Mobile Website

Mobile users prioritize efficiency. The best content marketing strategies to optimize mobile platforms include:

• Site Speed: The convenience of instant information at our fingertips has changed the way we view mobile devices. One of the reasons this traffic is so popular is because we always have our phones with us. Not only that, but mobile pages tend to load faster than desktop websites since they are more simple and compact. Your pages should respond quickly to keep customers interested.
• Layout: Mobile devices mean smaller screens. You want to make sure your business is well represented within the margins of these viewing options. Items such as brand names, business locations, service descriptions, and hours of operation should be visible.
• Organization: Compartmentalize your content. You can optimize the user experience by designating content to certain places rather than displaying everything outright. Organize your site by creating an intuitive flow with buttons to various locations with touch-friendly methods for the mobile user.

Creating Mobile-Friendly Content

Content must be conducive to mobile settings. With apps changing the way we look for information on these devices, incorporating content marketing methods with a mobile-friendly scope can enhance the user experience.

• Concise Writing: Long-form content should still be considered a priority in mobile marketing; however, the size of the screen plays a factor. Your content should give as much information on the screen as possible. Be concise and cut any unnecessary information that requires customers to swipe or scroll too frequently.
• Simplify Pages: Mobile pages should be as simple as possible. Text and images should make up the majority of the page. Ideally, you should implement Google AMP pages into your site for the optimum experience.
• Media: Mobile devices have made video viewing options more convenient for absorbing information. Studies show 25% of consumers watch over two hours of video on a handheld device each week. Incorporating media into content can increase the chances of mobile user traffic.

Mobile devices are quickly becoming the primary tool for internet activity. Businesses must adapt to mobile-centric content in order to keep up with the needs of their customers and increase traffic and visibility. Implementing some of these suggestions into your content marketing plan could make all the difference to the mobile and multi-device user.