Let mobile search activity drive your design

We all know that web search engines are built on common methodologies – those that tell us what people search for, and for how long. Thanks to log file data and search engine results pages (SERPS), this is something that we can find out relatively easily.
Usability work, however, takes things one step further: it informs us designers and web owners about why people are searching in the particular the way they are. Usability testing is so vital because, if you are to design a mobile website that not only works but keeps users coming back for more, you do need to understand their motivations – and what might stop them reaching their goals.

When it comes to websites for mobile phones, the user’s location and other contextual details are a huge influence on why they are searching. In other words – why has a user come to your mobile website at a particular time? Where are they that makes browsing your site so important? What information can you offer them that might help them, and how easy can you make it for users to find that information?

Mobile users are often in search of information that is relevant to where they live or work – after all, those are the two main locations in which they spend their lives. So, you need to identify the key information in this respect and make sure that your design really brings it out, both in terms of looks and searchability.

Accordingly, when you’re planning your mobile SEO strategy, think about putting some of the following on your site and search listings: directions, points of interest, hours of business, contact details (vital!) and maybe a quick fact or two to help you stand out. For instance, in the case of a restaurant’s mobile website, the quick facts could be a special offer or any awards won.