Garrett Sussman
4y ago
Yo! I'm Garrett. A content creator and marketing-obsessed SEO geek. I'm a sucker for pop culture guilty pleasures and pretentious intellectual masturbation.
Most SEOs completely neglect the devices used by their audience.
Did you know that there are two separate algorithms for your phone and desktop? Ranking for a keyword on desktop does not guarantee that you'll rank on mobile.
If most of your potential customers consume your content or research your product on a different device, you're doing your business a disservice.
How can you do to improve organic traffic with a device-driven SEO strategy?
Use tools to assess your current keyword performance and research search volume by device
Google Search Console has a filter that allows you to compare organic traffic between devices. You can further segment device traffic by keyword.
Ahrefs and Semrush both allow you to search keyword volume by device. While keyword volume will always be a suspect metric, it can give you a fair ballpark if you're in the right direction.
If you see that you're performing well on a device or search volume is significantly higher for your target keywords on a different device, adjust your content strategy accordingly.
Review the experience of your site on mobile and desktop
The mobile experience for most websites is painfully slow.
Use a free tool like Page Speed Insights to check the speed for both desktop and mobile. Work with developers to increase the speed by reducing pre-loading, minimizing files, and cleaning up the tech of your site.
Pop-ups can function differently on mobile devices and require their own set of parameters.
If you're bombarding users with ads, signups, and cookie banners that cover your site, they're going to be pissed and Google will also send your rankings down the toilet.
Work with your developers to optimize your content for the device
Content on one device does not automatically translate to another. What should you consider when improving the content experience on mobile?
Fonts
Image size
Navigation
Content length
Interactive elements
Videos
All of these elements lead to a different experience depending on the device. There are opportunities for a better app-like experience on mobile when the device delivery is included in the planning stage.