Mobile SEO and a case for ‘Responsive’ design
A comprehensive mobile SEO review, audit and revamp always helps. While mulling over ‘Responsiv’’ design as part of online marketing, you should take into account some critical factors before taking the plunge. Some of them are set-up time, need for large pages, and user experience especially on mobile devices.
Even if there are loads of content on regular desktop pages, you ideally will want a majority of that to be transferred to mobile version. Well, can you really imagine a low-end device loading all of your page data in quick time? No surprise, many top news sites have developed exclusive versions for mobiles and tablets that only include a selected portion of the materials and links on their respective desktop versions. It makes sense to segregate desktop and mobile versions in case you’ve a huge site with vast content fields.
Before you move ahead, it is important to keep in mind that since responsive design will confine you mostly to similar content and pages on both the versions, the same could perhaps limit options of enhancing overall user experience. So what in case you don’t currently have it, or just a basic one? Will it really help to switch to responsive design? Is it worth it? Here, a bit of research based on Google Analytics will be handy to work out whether you require a mobile version.
Check Mobile Overview, a report in Audience segment included in the Mobile dropdown. If mobile/tablet visits constitute say under 5 percent of the total online traffic, you shouldn’t be worrying about mobile-specific website just as yet. However, it must be there in scheme of things for future consideration.
If traffic from tablets and mobile devices is good enough, check E-commerce metrics set or Goal Set – whichever you are using for tracking conversions just at top, under Explorer tab. Are the desktop visitors converting far more than mobile visits? If conversion rate for the latter is less than 50 percent of total desktop conversions, the performance cannot be called satisfactory and you should optimize better for your mobile visitors.
Considering bounce rate for mobile users is important. When users arrive on a mobile site, they should be encouraged to linger around longer. If they are quickly leaving a mobile site than your desktop version, there’s a strong case to turn to responsive design. Ideally, bounce rate of desktop visitors and mobile site users should roughly be the same.
Though mobile users would seek the same full-fledged content just as their desktop counterparts, they are obviously surfing on tinier screens instead of large screens, so their progression to that page will be slightly different. If your site is interactive that requires different sort of pathways to pages, you may opt to keep a separate mobile version for a greater control.
Last but not the least, you should be aware of the way your mobile version looks on different screens or screen resolutions which you can do by checking relevant fields in Standard Reports (audience for mobile devices). Try out different screen resolutions used by people to see how your mobile version appears on them. You can use Screenfly tool for checking the site on different mobiles and whether it’s compelling or catchy enough. If not, responsive design is a must.