Beginning Steps for a Mobile Website
Earlier this week, we discussed the importance of having a mobile website, and why lacking one could turn away a large portion of your audience. However, because of the complexity that often comes with designing a site for mobile, it is understandable why so many businesses opt not to develop a mobile site. To make the development easier, at least in the planning stages, here are some of the beginning steps for how to get started.
Step 1 – Analyze your existing traffic
Before getting too deep into the actual Web development, you should take a look at your current traffic figures in your Web analytics program. Most analytics programs will be able to tell you just how many of your website visitors are from mobile devices such as smartphones and tablets. These numbers can answer a few questions for you, to help plan your business’s mobile website.
- Are your average mobile visitors bouncing off the page faster than your average traditional visitors? If this is the case, your need for an optimized site is especially high. The reason more mobile users are leaving your site than usual is likely due to the difficulty to navigate your website on a smaller screen. This results in lost business for you from the fastest growing segment of your audience: mobile users.
- What kind of information does your mobile audience tend to seek? If this answer is something different than your typical website visitor, it can provide a clear direction for where you focus your mobile site. For example, if most mobile users are coming to the site to mainly look up product reviews, that should be a major aspect of the optimized website.
- How are mobile users visiting your website? Is most of your business’s mobile traffic coming from users directly inputting the URL in their browser, or are they performing a search? Studies continue to show a rise in the number of searches performed from mobile devices. As tablets and smartphones become a larger portion of casual internet use, it is important to look at your company’s search engine optimization (SEO) performance in this medium.
Step 2 – Think about new SEO tactics
After taking a look at what actions are taken by mobile users on your website, you should have a general idea of their mobile search behavior as well. There is a good chance that the search terms that drove them to your business are slightly different than the search terms from traditional visitors. Use this newfound knowledge to your advantage by adapting your SEO keyword strategy to include these new terms prior to developing the mobile site.
Step 3 – Test the site in development. And then test it again.
Mobile websites are generally newer territory for even the most experienced Web developers. When working on the site, there are bound to be some bugs and glitches along the way. That is why it is especially important to test the site in every platform and operating system that you can, just as you would for the traditional website. For example, how the mobile site performs on an iPad may be different than an Android phone, and so on. Making sure the site works for all of your visitors will be the key to success for your business’s new mobile site.
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