​Companies are increasing their mobile SEO efforts to improve UX and generate leads through smartphones and tablets.

​It’s hard to deny mobile search has become a common practice​ ​for many consumers. Adoption of smartphone and tablet technology forces brands to reevaluate how they optimize their web content and sites for greater visibility. For example, a recent Brafton blog pointed out that many marketers fail to realize one of the most essential caveats of mobile SEO – only three or four links show above the fold due to smaller average screen sizes. This emphasizes the importance of building SEO content around core key terms.

Marketers have caught on to the value of mobile SEO, according to Econsultancy’s “Reducing Customer Struggle” report. Data suggests 55 percent of brands have mobile optimized websites, while only 22 percent don’t have any kind of mobile presence. Brafton suggests brands consider how responsive design can help improve user experience for mobile consumers. It helps companies scale their sites accordingly to improve navigation and load time.

Mobile technology will only become more important for businesses moving forward. Seventy-two percent of surveyed professionals said mobile accounts for more than 10 percent of overall traffic back to their websites – up 52 percent year-over-year. More, 41 percent indicated that approximately 20 percent of their visitors came through mobile touch points, compared to 17 percent last year.

Content marketing can help organizations meet the demands of their mobile visitors, but companies must consider how their mobile content will look on smaller screens. Typically, readers aren’t as likely to parse through longer-length pieces, so brevity may improve lead generation efforts. Additionally, sites can’t host large pictures because site speed will greatly decrease and prospects will abandon pages before they finish loading. Marketers looking to bolster their mobile presences should dedicate time and resource to really understanding the differences between desktop and search through other channels. Check out Brafton’s blog outlining the differences to learn more.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.