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Every digital publisher strives to build organic search traffic.
While higher rankings are the most obvious way to increase traffic, another valuable method is usually neglected – making your mobile search results more clickable in Google.
Many marketers neglect the steps to drive more traffic from #mobile search results, says @SEOSmarty via @cmicontent. #SEO Click To Tweet
But you don’t have to ignore the option anymore. That’s exactly what this article is about.
Google remains the most effective traffic source:
On top of all, SEO remains the biggest traffic driver, significantly outpacing all other channels:
With that in mind, Google SEO is still key to online traffic generation, but it is not created equal. Google mobile SEO, while using the same basic principles, is quite different and accounts for more signals.
HANDPICKED RELATED CONTENT:
A standard snippet Google generates in mobile search results consists of the following:
Now, let’s go through how to improve the execution of each element.
Google usually uses page titles as the clickable element of the search snippet.
.@Google usually uses page titles as the clickable element of the search snippet, says @SEOSmarty via @cmicontent. #SEO Click To Tweet
As with desktop search, the page title remains the most prominent text element of a mobile search snippet. It’s the largest font and it looks like a link, so search users are likely to subconsciously tap it.
A lot of advice already is written on creating eye-catching page headlines, including:
Personally, I find using a combination of the following title tactics usually drives good organic click-through results:
Certain words and phrases are more likely to prompt a click – new, find out more, free, learn more, says @seosmarty via @cmicontent. #SEO Click To Tweet
You can discover your own niche power words. Follow these steps:
The resulting word cloud reveals the more popular emotional words used by reviewers. By using one or more of them in your page title, you convey a sentiment likely to attract searchers.
Google’s mobile search results are more visual than desktop search results. Specifically, Google shows an image thumbnail inside many results, making their presence much more prominent:
.@Google’s #mobile search results are more visual than desktop search results, says @seosmarty via @cmicontent. #SEO Click To Tweet
In a nutshell, here’s what you need to do to benefit from that image focus on mobile:
When it comes to branding your images to build recognizability in Google’s mobile SERPs, consider using Placeit’s logo tool. It generates logo variations in seconds to use as a watermark across your site.
Use @placeitapp to generate logo variations in seconds, says @seosmarty via @cmicontent. #tools Click To Tweet
While Google often generates a snippet description based on the search query, if you do your job well, it will use your meta description. It’s the best-case scenario to exercise as much control as you can inside Google search.
If you create a relevant meta description, @Google won’t have to do it for its searchers, says @SEOSmarty via @cmicontent. #SEO Click To Tweet
To create a meta description Google will like and show in SERPs, use a semantic analysis tool called Text Optimizer that helps you build search-optimized sentences that contain related terms and synonyms:
Another semantic analysis tool to try is inLinks. This tool analyzes your site and ensures that your content is semantically relevant.
.@inlinkz analyzes your site and ensures that your #content is semantically relevant, says @seosmarty via @cmicontent. #tools #SEO Click To Tweet
Dates inside search results may negatively impact organic click-through as few people want to read outdated content. You have two options – keep your content updated or forgo dating your content.
This is the most challenging, yet the most effective approach because fresh content can keep increasing your organic clicks. If you choose to regularly update your content:
While this still can hurt your click rate with searchers looking for fresh content, you can use this WordPress plugin that removes publication date after a period of your choosing.
Finally, the URL won’t make it into mobile search results, but a nice breadcrumb shows the path to the destination page:
You can impact the breadcrumb trail Google generates by using breadcrumbs schema. With it, Google can generate a meaningful path for your result that may increase the click-through rate:
You can easily implement the markup by using this WordPress plugin that lets you name every step in your URL path. It is also a good idea to use Google Search Console to keep track of your schema markup and whether Google is able to crawl and use it.
I’ve shared a lot of information, let’s review the highlights:
Finally, with those tips in mind, don’t forget these two tiny elements of mobile SERPs that influence clickability – the site logo and Google AMP icon.
Invest in brand recognizability, as Google also shows your tiny logo in search. Many people click a result simply because they recognize the brand. (Brand awareness on Google is a huge topic, which has been covered in detail here.)
Invest in brand recognizability, as @Google also shows your tiny logo in search, says @seosmarty via @cmicontent. #SEO Click To Tweet
The Google AMP icon indicates pages that load smoothly and quickly on mobile. Here’s an easy-to-follow guide for implementing it on your site.
Do you have any other ideas on improving mobile search click-through? Please share in the comments.
Please note: All tools included in our blog posts are suggested by authors, not the CMI editorial team. No one post can provide all relevant tools in the space. Feel free to include additional tools in the comments (from your company or ones that you have used).
Structuring your content is critical to search success. Grow your skills on this and other tech-related topics at ContentTECH Summit this April in San Diego. Register today!
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