Mobile SEO Case Study – Financial Services Site

In mid-2015, periscopeUP was retained to help a nationwide financial services firm launch and optimize a mobile responsive website. The client recognized their target audience was spending more and more time on mobile devices, yet they were not seeing an increase in mobile organic traffic or conversions.

Although the firm consistently ranked on page 1 on desktop for highly relevant terms, they were not garnering rankings or impressions on mobile. Following the launch of the new responsive website, periscopeUP compressed and minified all site images to improve page load speed. We conducted an audit of the submission forms and made recommendations for more streamlined forms with fewer required fields for greater usability on a mobile device and blocked some page content from displaying on mobile. We implemented Schema structured data and ensured that the page metadata was concise enough to display in mobile search results. We also ensured that the site’s CSS and image files were not blocked and could be crawled by Smartphone Googlebot.

Over time, the website began to secure more page 1 and 2 mobile rankings for key terms, garner more impressions, and attract more mobile visitors from the organic channel. Over the course of approximately two years, mobile sessions from the organic channel increased by ~459% and mobile organic conversions (form submissions) increased by ~239%.

The positive results shown in the graph on the right illustrate how mobile SEO optimization can translate to gains in organic sessions and conversions from mobile visitors. A site that ignores mobile SEO optimization may be inadvertently turning away mobile visitors.

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