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Commonly overlooked? Mobile/Tablet layout and performance of the website.
- Does it work on smart phone/mobile/tablet?
- How does it look? What is the user experience?
- How fast it loads on smart phone?
- How it looks on iOS, Android?
- What content it provides to the desktop/laptop users and what content to mobile users? Is the content from Desktop version of the website also suitable for the mobile visitors? Are they using same search queries? It is my opinion that desktop search and mobile search are not same. You tend to type less on mobile phone then on desktop, so re-think if your keyword strategy is good for mobile/tablet world.