Why is it important to be first in search results?
A Search Engine Result Page (SERP) is a list of web pages returned by a search engine in response to the input of a keyword or phrase. SERPs are very important to Digital Marketers. SERPs list the contents, titles and a short description of each page matching to the keyword or phrase entered.
Importance of SERP ranking
The position of your website on an SERP is your SERP ranking. SEO experts aim to get the client on to the first page and ultimately to the top of the list. This is important for several reasons:
- Increased traffic to the website
- Promoting brand awareness
- Increased sales
Why is it that the page rank differs on different browsers on different devices?
A research study demonstrates that there is about 86% difference between desktop and mobile ranking.
The difference is due to many factors such as:
Influence of Geotargeting:
SERP ranking differs according to the geographic location and IP address. Usually desktop has one IP address, whereas mobile or a tablet has multiple IP’s according to the mobile towers as you go.
Google mobile algorithm demands mobile-friendly pages:
Mobile surfing has increased in recent years along with mobile searches. Google ranks mobile friendly higher and responsively designed websites when searches are carried out on a mobile device.
Google continues to push out a lot of changes for mobile SERPs. You will need to change the contents, fonts, colour of the fonts and images of a webpage to suit a mobile friendly version. Otherwise the webpage is not displayed correctly, hence a different ranking makes sense.
Effect of Media and Content presentation:
On the smart phone, the contents and the media of the website will not load as fast as the desktop because of the smaller screen size and sometimes the images or the contents may not be compatible with it. Another factor the in SERP ranking that this affects is the page loading time.
Experts suggest two different tags(Keywords) for desktop and mobile visitors:
A survey recommends to create two different tags according to the appliances, since the search pattern is different. It is important to do some key term research for better mobile traffic.
Meta tags and Title:
The gadget’s screen is smaller, so you have to change the meta data and tags to suit this. Which in turn affects the page ranking. Title tags characters are measured in Pixels and not as 65-70 characters like desktop.
It’s better to host the mobile version as “Dynamically serving different HTML on the same URL or a m.example.com”
Importance of Local SEO strategies:
A survey displayed changes recorded when a search performed on a mobile and desktop computer in the same place, same Google account and by the same search query.
- The desktop results displayed the organic results at the top surprisingly with no Ad Words or paid search (PPC) at the top. In the meantime the mobile result displayed local results at the top under which organic results followed
- Another noticeable factor is a significant display of local mobile advertising, whereas there was a lack of Ad Words in the desktop search, this implies that Google is more concerned about mobile ad revenue and the local results are dominating the result page hence it is better to switch to a Local SEO strategy
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