▷ 5 rules for adapting web writing on mobiles and tablets in 2021 2020 -

In 2020 in England, 58% of organic searches are done on mobile devices. Google is taking the full measure of this new situation. Henceforth, for a website to be well referenced, it therefore no longer just has to be “mobile-friendly”. The objective, henceforth, is rather to develop “Mobile First” websites, that is to say, designed for smartphone display as a priority. This logic strongly impacts SEO web writing habits, which must adapt to new reading modes. Write paragraphs of 400 words max, invest in bulleted lists, refine your META tags and think about semantic consistency: here is the list of 5 web writing rules on mobile to adopt …

What do you need to know about Google’s “Mobile First” logic?

Google recently announced that its website indexing algorithms will soon go from logical desktop to a “Mobile First” logic. This means, concretely, that Google’s robots will gradually take more interest in the mobile version of your website than its computer version. On arrival, the Google algorithm should have only one “index”: the Mobile First.

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The impacts of this development are numerous. The first, and not the least, implies that websites designed primarily for small screens will be better and better referenced in the SERP (Search Engine Result Page, or search engine results page).

Be careful, we are talking about websites designed first and foremost for mobiles and tablets. The websites “mobile-friendly”And“responsive”Are no longer sufficient. It is no longer a question of adapting the version desktop to a mobile display, but merge mobile and desktop version so that they both adapt to one and the same indexing criterion.

This new classification logic influences the design and graphic organization of websites. However, it also weighs on the strategies that govern SEO writing. To tame the Google algorithm and continue to encourage good natural referencing, SEO writing must therefore adopt new rules, specific to web writing on mobile.

To adapt your web writing to mobile and tablet formats, you have to be interested in the logics that govern online research and reading via these media. Several main characteristics emerge, to which correspond 5 main web writing rules, to add to the large web writing checklist.

1 / Focus on titles and bulleted lists

Take the test! On a mobile screen, the text that is displayed rarely consists of more than 1,300 characters, unless the author has chosen a font size that is difficult to read. Of these 1300 characters, the reader’s eyes select only a few words.

Reading on mobile is effectively organized in “Z”, like most reading in portrait format. Titles are therefore particularly important, doubled with the first sentences of each paragraph. The rest of the text only benefits from a diagonal reading. The Internet user skims over your text, locates the key words that interest him and only reads if his curiosity is tickled. Hence the interest of lubrication.

To this logic is added a so-called “axial” construction of most mobile content, that is to say vertical. Spontaneously, the user on mobile and tablet therefore has the reflex to sweep your web article from top to bottom. Hence the interest of regularly use bullet lists, which hold his gaze better. Or, to summarize:

  • Adopt beefy titles, and give answers in the subtitles;
  • Grease important information, which encourage detail reading;
  • List the crucial points.

2 / Go straight to the point

Reading on mobile is still quite tiring, so the reader rarely prolongs the experience. For your article to meet its needs, it must therefore provide answers quickly. The web editor who writes for smartphone and tablet must therefore forget his fear of bounce rate, and give up long texts full of suspense. The mobile reader comes looking for information, which must be given immediately:

  • Favor short sentences over simple grammatical construction;
  • Write paragraphs of 450 characters maximum;
  • Provide answers from the intro to stimulate interest.

Important note: as often, web editors find themselves confronted, with the new Google Mobile First indexing, with web writing logics on mobile that go against French writing habits, often carried over to a certain lyricism. …

Keep in mind, however, that Google mainly favors websites designed for the reader. If your success as a copywriter depends on your pen, it would be a shame to deprive your audience of it! Embrace Mobile First writing rules that easily combine with editorial style success. Bulleted lists are very useful in this context.

3 / Choose a readable font and stick to it

If you choose the font in which your article appears, choose typography that is easy to read. There is a tendency to think that sans serif fonts, such as Arial and Verdana, are the easiest to read. In reality, this is less and less the case, as the display quality on our small screens improves.

You can therefore also bet on serif fonts, such as Times New Roman or Garamond. When your choice is made, do not change it, otherwise you will discourage reading.

In all cases, the minimum character size must be equal to or greater than 16 pixels. Also remember to leave sufficient line spacing. To read on a mobile or tablet, the Internet user actually uses his fingers on the screen. Give them some space. Same logic for buttons of call-to-actions efficient: make them large enough so that they are easily clickable.

Your mobile policy must therefore:

  • Be legible, with or without serif;
  • Display characters of at least 16 pixels;
  • Always stay the same;
  • Air the text.

4 / Fine-tune your META beacons

On the small screens of our phones and tablets, the search bars are smaller than on computers. It is also, let’s say it, more complicated to type without typo. To reduce these handling difficulties during textual searches, the user therefore favors short queries and much more generic keywords than what does not imply his need to leave.

This approach brings, as you can imagine, very broad search results. The Google algorithm first presents him with the best-referenced websites for his query, the Internet user then sorts them. From where the importance of thinking precisely about your meta-title and your meta-description. They should provide as many answers as possible to your potential user, and guide their click.

5 / Think about semantic coherence

The other big trend in internet search on smartphones and tablets is to proceed by voice command. A little “Ok Google”, and your Internet user asks you a very specific request, often in the form of a question. To hope to provide an answer, and therefore to promote your natural referencing, you must therefore invest long keywords in your article.

More and more, the main keyword must therefore be forgotten, to favor long tail secondary keywords. If it remains, of course, essential that the main keyword appear in the key places of your article – title, intro, a sub-title -, it is the secondary keywords and the long tail that give it semantic consistency. necessary for good SEO.

To learn more, discover this article on tips to optimize your SEO for the long tail.