Because users interact differently on mobile and desktop, your flooring company needs to optimize for both to capture leads where they search. Don’t let performance gaps cost you customers! #MobileSEO #DesktopSEO #FlooringBusiness #LeadGeneration #DigitalMarketing #SEOTips #CustomerExperience #WebsiteOptimization #LocalSEO #UserExperience #MarketingTips #BusinessGrowth
In today’s digital landscape, your flooring company’s website is often the first point of contact for potential customers. Whether they’re searching for hardwood, carpet, tile, or vinyl flooring, your website’s performance can make or break that first impression. But here’s the catch: your site might be performing well on desktop but falling short on mobile, or vice versa. If that’s the case, you’re losing out on potential customers without even realizing it.
With the increasing number of users accessing websites through their mobile devices, it’s no longer enough to have a site that looks great on a desktop screen. Mobile optimization is crucial, but so is ensuring that your desktop site performs at its peak. Why? Because users interact differently with both platforms, and Google’s algorithms treat mobile and desktop searches differently too.
In this article, we’ll explore why your flooring company needs to master both mobile and desktop SEO to achieve online success. We’ll discuss key differences between mobile and desktop SEO, why you need to prioritize both and provide actionable tips to help you capture customers no matter where they search.
1. The Mobile vs. Desktop Search Landscape
Let’s start with some hard numbers. Mobile search has skyrocketed over the past decade. Today, more than 60% of all Google searches are conducted on mobile devices. As a result, Google now uses mobile-first indexing, meaning the mobile version of your site is the primary version considered for ranking. But desktop searches still account for a significant portion of traffic, especially when it comes to more research-intensive queries, such as someone comparing different types of flooring materials or browsing for a contractor to install a new floor.
Here’s where the problem arises: your site may perform well on one platform but not the other. This can hurt your rankings, and in turn, your ability to convert visitors into customers. To avoid this, you need to optimize for both mobile and desktop experiences, ensuring your flooring company’s website is responsive, fast, and user-friendly no matter the device.
Key Differences Between Mobile and Desktop Searches
Local Intent: Mobile searches often have a local intent, such as “flooring stores near me” or “carpet installers in my area.” Mobile users are typically on the go, looking for immediate solutions, and are more likely to interact with local results such as Google Maps and business listings. 46% of all Google searches have local intent, so optimizing your mobile site for local SEO is critical for attracting these users.
Search Behavior: Mobile users tend to use shorter, more conversational queries, often leveraging voice search features. In contrast, desktop users may take a more research-based approach, typing longer queries and browsing multiple tabs to compare flooring options. Voice search queries are longer and more specific, so your mobile SEO strategy should account for these variations.
Page Layout and Content Structure: On mobile devices, space is limited. This means content needs to be concise and scannable. Mobile users are looking for quick answers and easy navigation. On desktops, however, users are often more willing to engage with longer, more detailed content. Your content strategy should account for both browsing styles, ensuring that mobile users can find what they need quickly while providing deeper information for desktop users.
Visual Presentation: Desktop screens allow for more complex designs, higher-quality images, and more detailed content. On mobile, simplicity is key. Images need to load quickly, buttons should be easy to tap, and the overall design needs to be responsive.
Why This Matters for Your Flooring Business
For a flooring company, this distinction is important. Potential customers are looking for inspiration, comparing materials, and searching for local installers. If your mobile site doesn’t load quickly, or if it’s difficult to navigate, you could be losing leads to your competitors who have optimized their mobile experience.
On the flip side, if your desktop site isn’t designed for longer browsing sessions and detailed comparisons, users may not find the information they need to make a decision.
2. Page Speed: A Crucial Factor for Both Platforms
One of the most important ranking factors for both mobile and desktop SEO is page speed. Users are impatient, and research shows that 53% of mobile users will leave a website if it takes longer than three seconds to load. Desktop users are a bit more forgiving, but slow loading times can still lead to higher bounce rates and lost opportunities.
How to Improve Page Speed:
Optimize Images: Flooring sites are often image-heavy, as visuals play a key role in showcasing products. However, large image files can drastically slow down your page speed. Use tools like TinyPNG or ImageOptim to compress images without sacrificing quality.
Use a Content Delivery Network (CDN): A CDN can reduce the distance between your website’s server and the user, speeding up load times. This is especially important if you serve customers in different geographic regions.
Minimize HTTP Requests: Every element on your page (images, CSS files, JavaScript) requires a separate HTTP request. The more requests, the longer it takes for the page to load. By simplifying your page design and combining files where possible, you can reduce these requests.
Enable Browser Caching: Browser caching allows your site’s content to be stored locally on a user’s device after their first visit. This reduces load times when they return to your site.
By improving page speed, you not only enhance user experience but also boost your search engine rankings, as Google rewards fast-loading sites.
3. Keyword Strategies for Mobile and Desktop
Another critical aspect of SEO is ensuring that your site targets the right keywords for both mobile and desktop searches. Here’s how to tailor your keyword strategy for each platform:
Mobile Keyword Strategies:
Mobile users are often in a hurry, and they’re frequently searching for local businesses. Your mobile keyword strategy should focus on short, specific phrases that reflect local intent and voice search queries.
Include Location-Based Keywords: For example, “hardwood flooring installers in Chicago” or “vinyl plank flooring near me” are typical mobile search queries. Make sure your content, titles, and meta descriptions incorporate these local keywords.
Optimize for Voice Search: Voice search queries tend to be longer and more conversational. Phrases like “What’s the best type of flooring for bathrooms?” are common. Optimize your content to answer these questions directly with conversational language.
Use Structured Data: Structured data (also called schema markup) helps search engines understand your content better. It’s especially useful for mobile searches, as it allows you to appear in rich snippets, local listings, and other mobile-friendly search features.
Desktop Keyword Strategies:
Desktop users often conduct more in-depth research. They’re comparing prices, reading reviews, and diving into the details. Your desktop SEO strategy should focus on broader, more research-driven keywords.
Incorporate Comparison Keywords: Desktop users are more likely to search for comparisons like “laminate vs. hardwood flooring” or “best flooring for high-traffic areas.” Create blog posts, product pages, or comparison charts to capture these searches.
Use Detailed Descriptions: On desktop, you have more room to provide in-depth content. Focus on providing comprehensive information that answers users’ questions and guides them toward making a purchasing decision.
Leverage Internal Linking: Make it easy for desktop users to explore your site by including plenty of internal links. For example, link blog posts about different types of flooring to product pages, or guide users from your “About Us” page to your “Services” section.
4. User Experience: Catering to Both Mobile and Desktop Visitors
Optimizing your site’s user experience (UX) is essential for both mobile and desktop SEO success. However, the way you approach UX design should vary depending on the platform.
Mobile UX Best Practices:
Mobile users are looking for quick answers, so make it easy for them to navigate your site and find what they need.
Responsive Design: Ensure your website is fully responsive, meaning it automatically adjusts to fit any screen size. A responsive design ensures that buttons are easy to tap, text is readable, and images load correctly.
Simplified Navigation: Mobile users don’t want to sift through complicated menus. Use a simple, intuitive navigation structure with large, easy-to-tap buttons.
Call-to-Action Buttons: Make sure your call-to-action (CTA) buttons, such as “Get a Quote” or “View Flooring Options,” are prominently displayed and easy to tap on mobile devices.
Desktop UX Best Practices:
Desktop users often spend more time on your site, so make it as engaging and informative as possible.
Detailed Product Pages: Provide detailed descriptions, high-quality images, and videos for your flooring products. Desktop users have more screen space to view these elements, so take advantage of that.
In-Depth Content: Create comprehensive blog posts, guides, and FAQs that help users make informed decisions. Desktop users are more likely to read long-form content, so make sure your site is packed with valuable information.
Interactive Tools: Consider adding interactive tools to your desktop site, such as a flooring cost calculator or a room visualizer that allows users to see how different types of flooring will look in their space.
5. Tracking and Optimizing for SEO Success
Finally, SEO is an ongoing process, not a one-time fix. Use tools like Google Analytics and Google Search Console to monitor your site’s performance on both mobile and desktop. Pay attention to traffic patterns, bounce rates, and click-through rates to identify areas for improvement.
Mobile Performance: Keep an eye on your mobile traffic and user engagement. If you notice high bounce rates or low engagement on mobile, it may be a sign that your site isn’t fully optimized for mobile users.
Desktop Performance: Similarly, track your desktop traffic and engagement. If users are spending a lot of time on your site but not converting, it could indicate that your desktop site needs more compelling CTAs or easier navigation.
Regularly review your SEO strategy to ensure you’re meeting the needs of both mobile and desktop users.
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This blog is not meant to provide specific advice or opinions regarding the topic(s)
discussed above. Should you have a question about your specific situation, please
discuss it with your CWC marketing advisor.
Crankworks Creative Inc. is a full-service marketing and advertising firm in the Greater Waterloo Area. We primarily service all of Ontario and the rest of Canada, the US and Australia virtually. Our team provides marketing audits and reviews, brand equity assessments, and tactical marketing and advertising support for both traditional and digital media. We provide specialized services and expertise for the Construction, Industrial/Commercial Building, General Contractors, Subcontractors, Procurement professionals, Facilities Management, Manufacturers, Suppliers, Allied services, and general advisory services.
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