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According to the latest data, in 2019, Internet traffic on mobile devices in Russia has increased by half compared with the same period last year. This is not surprising, given the steady increase in user base of smartphones and tablets and increased interest in video content on the Internet.
to Begin with, that individual mobile ranking factors does not exist. These are the same factors to which we are accustomed. However, if you use search on mobile devices, some of them receive special priority.
On the chart we see that the number of users on the Internet is constantly increasing.
the Devices from which users access the Internet are constantly changing and updated. At the moment, one of the most obvious trends — the explosive growth of mobile traffic.
For the year of the Russian Internet audience, according to Mediascope, increased by 3%. 61% of the population go online with smartphones — an increase of 9% for the year. While 27% of users access the Internet only from mobile devices, having no other ways to connect with the global web. Mobile audience surpassed desktop and continues to grow.
a Search engine can't stay on the sidelines when the popularity of mobile devices leads to a redistribution of network traffic. The search results adapts to user mobile gadgets.
In this article we will examine some of the factors that affect the ranking of a website in mobile search. Mobile ranking — relevant and complex topic, so to be continued in our next publication.
How to assess the potential of your website in mobile search Position of the website in the mobile search CTR of the website in SERP Ways creatures mobile website responsive design Mobile First Index
How to assess the potential of your website in mobile search
does the site have the potential for growth in mobile traffic? Let's face it.
Quickly and easily estimate the share of mobile traffic in the following way.
through the service wordstat.yandex.ru we are interested in investigating a request for separation of traffic on desktop and mobile, get General statistics on request. Compare it with the corresponding statistics of the site in Yandex.Metric. Differences in statistics will help to give a preliminary estimation of the growth potential of the site in mobile results.
the figure shows that the query "seowizard" mobile traffic in Yandex is slightly more than 10%. Yandex.The metric shows that the share of mobile devices in the classroom site for this query is 18%. Based on this we can say that in this request the site receives from mobile-all that you can. However, it is worth noting that the vital query is not the best example, because it the website in any case be in the first place. For a more accurate analysis it is better to use commercial queries.
the Position of the site in mobile search
When searching from mobile devices are often used in modern technology. For example, geolocation capabilities, which means that the locating member, and further adjusted for the issuance with this in mind. This greatly complicates the study of search results. If in your browser settings to set some coordinates and to compare the search results with the results without reference to them, you can be sure that many queries and local and even organic delivery will be different.
Optimizers usually do not penetrate so deeply. When the promotion hundreds of requests to investigate all of them quite difficult. To collect position in a mobile results use ready-made solutions. There are services that allow you to collect positions from mobile issuance, posing as a search engine by the mobile device. In Sape is also planned for this innovation.
the Assembling position in the mobile and normal results, we can assess the full potential of promotion, to find weaknesses of the website and to understand where to go next.
the CTR of the website in SERP
Let's see how active your site is clicked in the results compared to the desktop.
the Specialized sites, like searchengines.ru, seonews.ru published studies on the CTR of organic delivery. Often, optimizers use these numbers as an axiom, but in fact in the mobile results the snippet of a site may be less attractive. Resulting in some amount of traffic can go to other sites. Quickly compare mobile and desktop CTR of delivery will help Google Webmaster Tools.
in addition to explore positions, it is necessary to check the speed of the site is how fast it loads, as well as its adaptation to different resolutions.
the Ways of creating mobile versions of a website
To make your website highly ranked in mobile search, it should appear correctly on mobile devices of visitors.
There are several ways to solve this question:
Mobile version of the site. The adaptive design. The technology of search engines.
the Most common is to create a mobile version of a site hosted on a domain of the third level. For example, m.site.ru.
Another way — responsive design: the site at boot adapts to the display capabilities of the particular device.
by technology is meant the use of turbo-pages of Yandex, Google AMP, Progressive Web Applications (PWA), return on request, different code etc. the Decision on expediency of use of such technologies should be taken by the owner of the website. For example, the turbo page is good for informational sites, but not always an appropriate solution for commercial. Progressive Web Applications allows you to create a mobile version of your website that appears when you click on the site shortcut on the desktop gadget.
When using the mobile version of the site on a separate domain, all of the desktop pages, you need to use the link tag with rel="alternate" and giving the address of the mobile version of the document. On mobile pages the same tag is used with the attribute rel="canonical", address for the leading desktop version. Such actions will help to avoid duplication of content, which can lead to problems with indexing.
the Main advantage of responsive design is that you do not have to deal with multiple versions of the site. Made once in the document, the changes will be relevant both on desktops and on phones and tablets.
The easiest way to find out whether the website is adapted to mobile devices — to open it on the phone screen. However, our perception does not always coincide with the way the website I see the bots of search engines. Therefore, for more effective evaluation of the adaptation should take advantage of third-party applications.
the application to validate the website's adaptation to the mobile phone screen:
Yandex Webmaster (Tools → Check mobile pages). With the help of this service you can view "the eyes of the robot" any page of the website.
Google Mobile Friendly . Adding any page of the website, you can know whether it is optimized for viewing with phone.
Responsinator . In contrast to the services of Yandex and Google, which do not show the full picture, this app allows you to see how the site will look on screens with different resolutions on different mobile phones or tablets.
Quirktools . This service allows you to choose the screen resolution or the device from which the user can enter and see the site through the eyes of the user.
Responsinator and Quirktools similar, but the functionality is different.
site Owners often make the mistake of checking adaptability with good expensive phones that have high resolution. This check does not allow to obtain a complete picture, so you need to use third-party applications for detecting errors in the layout.
don't underestimate the number of users with low resolutions. One of the major information resources, with 8 million visits and 5 million visitors a year, of which 1.2 million users (over 20%) viewed the website on a screen resolution of 360×640. With this permission the appearance of the site leaves much to be desired.
to avoid such situations, use the statistics of its visitors. You can find it in the free software Yandex.Metric and Google They that allow you to track the technical ability of your audience. Learn about popular devices and resolutions and using the said services, check how comfortable users to be on your website.
If you know who your visitors are and what devices they go, you are much easier to adapt your website to these conditions. Be careful to allow for different permissions site elements do not overlap each other and did not appear horizontal scroll bar.
Mobile First Index
Search systems track usage statistics of different devices on the Internet and adapting their algorithms to the changing conditions. In 2017, Google launched the so-called Mobile First Index, which means that primarily indexed the mobile version of sites, and then desktop. The owners of the sites have received from Google a letter in which it was reported that in relation to their sites, changes in indexing priority.
What this means for SEO? Many webmasters and site owners make the mobile version a few stripped-down compared to the bulk, guided by the fact that on a small screen is harder to perceive the whole array of information. But for optimization this means deterioration in the positions of the mobile version in the results. In conditions when the mobile version becomes the main search engines, it should contain the entire content of the website, which was created with the requirements of the search engines.
More important content should be placed higher on the page, the metadata must be the same in mobile and desktop versions. When adaptive layout in any case they will be identical.
In conclusion, we repeat that the mobile and desktop version of the website should provide the same content, then you will not have problems with ranking. If you find that the position of the site in the mobile version than the desktop, you should conduct a content audit on the differences between mobile and desktop versions.
In the next part we consider:
the loading Speed of the website That needs work? What impact moving to SSL? Voice search Help from Seowizard
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the author of the article Yuri Sofin
Leading analyst Wizard.Sape, head IQAD
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