The IAB recently published a study confirming that search engines are the most important channel for smartphone users to find web content.
In addition, the study reveals that people use websites equally as apps on their smartphones. For the following activities users even prefer websites on smartphones:
- Local Directories
So by optimizing your website for smartphones you do not only follow Google’s guidelines, you also ensure that mobile users find and use your website.
How to Optimize Your Website for Mobile
Follow these steps to make your website mobile-friendly:
- Provide a website that is optimized for smartphones.
- Check the Mobile Usability Report in Google Webmaster Tools on a regular basis and test your site using the Google Mobile-Friendly Test.
Support Your Visibility with Google AdWords
According to studies on click-through-rates your website should rank within the first five organic search results on mobile to get organic search traffic. If your website does not yet rank well in organic search, you can support the visibility with Google AdWords.
It is important to take into account that Google only shows two ads on smartphones. As a result you should make sure your ads have an average ad position of 2. In addition, we highly recommend creating mobile-specific ads:
- The display URL should imply that the website is optimized for mobile. Instead of www.example.com use m.example.com.
- When creating text ads make sure that the title and the first description line contain the most important information. This is important because the second description line can be replaced by an ad extension.