Mobile SEO Audit: Key Factors Singapore Business Owners Should Keep In Mind

Every singapore business owner should perform a mobile SEO audit for their website.

With the rise of mobile-first indexing, Singapore businesses are starting to realise that optimising their website for mobile search is not an option. When you consider that over 50% of searchers use their mobile devices to search online, mobile SEO is a must. And this process involves more than simply making sure that your site is mobile friendly. It often involves doing a complete mobile audit. Here are a few key components Singapore business owners should consider when performing their audit.


Mobile keyword research

One of the key difference between mobile and desktop is the way in which users perform their search. In most cases, mobile users tend to type in shorter, less wordy, search terms. Searchers are usually more interested in businesses that are local because these users are typically on the move. Mobile search has also opened the door to voice search. For the sake of convenience, users are starting to speak their searches. In which case, their search phrases are more conversational and natural than desktop search queries.


What to keep in mind:


The best way to find out which keyword searchers users are performing is to use Google Search Console. Take a look at ‘Search Analytics’ and then select ‘mobile.’ Though this information may not be comprehensive, it can act as a guide and can be a source of inspiration.


Google Search Console

Not only can you use Google Search Console to find out which keywords users are using, this tool can also be helpful when it comes to checking for possible errors. More specifically, it can help you to check for crawl errors. The process is pretty straightforward.


What to keep in mind:


Check for mobile crawl errors by going to ‘Crawl Errors’ and selecting the ‘Smartphone.’ Use the ‘Fetch as Google’ section in order to Fetch and Render on both mobile and desktop. Identify all of the larger errors by viewing your resulting and learn how the search engine crawlers view your website.

If you would like to find out which of your pages has usability issues, then take a look at the ‘Mobile Usability’ report. It will let you know more about the nature of your problems. Many experts are unsure about whether or not it’s a good idea to submit a mobile XML sitemap to the Search Console. The only time a separate XML map will be necessary is if your desktop and mobile are two separate versions of your site. In this case, you need to make sure that your redirects are working properly.



It’s widely understood that the speed of your website can have a tremendous effect on how Google ranks your website. And this elements takes on even greater significance when it comes to the mobile version of your website. This is because mobile devices don’t have as much power and users are often relying on their mobile data.


What to keep in mind:


Take a look at Google’s PageSpeed Insights. This tool will give you a complete list of recommendations of how you can improve your speed on mobile. If you’re having a hard time with your speed, then consider using the Accelerate Mobile Pages, or AMP, plugin. This tool is a collaboration between Twitter and Google and the goal is to quickly optimise mobile pages.


User experience and design

If you would like to deliver a world-class user experience, you should work to make sure that you implement a design that is responsive–one that works seamlessly across various types of devices. It might even be worth considering a design that is mobile-first since this is how the majority of users will be accessing and viewing your website.


What to keep in mind:


There are several things that you can do to ensure that your site is mobile-friendly. For instance, you need to make that the navigation is smooth and intuitive. Think about the users who have larger thumbs and small phones. Make sure that your most important information is positioned above the fold and is not cut off in the middle of the page.

Try to avoid pop-ups as they can be frustrating to the user and they can make your page load more slowly. This is also the case when it comes to Flash. Flash tends to cause issues with loading on mobile phones. If you add videos to your website, make sure that they adapt to phone screens of all sizes. It’s a good idea to use HTML5 video player.

No matter what changes you make, always do a series of tests to make sure that users have an excellent experience on all devices. This means that you should test your website on both Android and iOS as well as several different tablets. You should also cover as many browsers as possible. Ultimately, you need to make sure that your desktop and mobile designs look similar and are consistent.


It can be somewhat of a challenge to figure out exactly how much content you should feature on your site. While long-form content has gained a reputation for being an extremely valuable asset to your digital marketing plan, this school of thought translates differently when it comes to mobile. Mobile users need smaller volumes of content.


What to keep in mind:


When crafting your content, make sure to avoid being overly wordy, especially on your most important pages. Save all of your long-form content for your blog posts. This isn’t to say that you should create skimpy content for the rest of your site. The rest of your site needs to feature copy that is informative and valuable–content that helps you rank. Include all of your key information in the first couple of paragraphs so that your mobile visitors can easily and quickly access what they need.

Singapore business owners need to focus on creating a balance. A good indicator of whether or not the content is too long is your bounce rate. If you notice that your visitors are spending a significant amount of time on a certain page, then you should keep the content as is. However, if you notice that your bounce rate is high, then it’s time to make a few changes.


Tracking and Reporting


Another key part of a mobile SEO audit is tracking and reporting. This data will help you to ensure that you are making decisions that are informed. Always be aware of how much mobile traffic you’re getting as opposed to how much desktop traffic your site is getting. Always monitor mobile user behaviour. Keep a close eye on your bounce rate. All of these metrics can provide more insight into what you can do to create a better mobile experience.




For years now, website owners have been encouraged to create better mobile experiences for their users. And those who took Google’s advice were often rewarded with more traffic and higher rankings. However, when Google finally announced that it was officially mobile-first indexing, it signaled that a functional and responsive mobile website is no longer an option. The experience you provide on mobile will determine how much visibility your site gets. A mobile audit is a crucial part of ensuring that your SEO strategy goes smoothly.

Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.

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