Mobile Optimisation


Mobile optimisation is among the most important SEO ranking factors. Because over 50% of all internet searches are performed on mobile devices, search engines like Google prioritise the user experience (UX) brands provide visitors on smartphones and tablets.

In addition, internet users leave websites that do not load within three seconds or if they are impossible to navigate. Not only does this have a negative impact on your SEO rank, but customers are going to your rivals.

The fact of the matter is that unless your website is optimised for mobile devices, there is no point of you having a website. There is a real danger that failing to optimise your mobile performance will put you out of business entirely.

The importance of a mobile optimised website can’t be overstated. Mobile-users are clearly a priority for Google. In 2015, the tech giant integrated mobile metrics to rank websites. In 2018, Google made its search index “Mobile First”!

This means that your website is ranked in accordance with how well it performs on mobile devices. The longer customers spend browsing your website on a mobile device, the higher you rank in search engines.

Not only that but when you’re optimising your website for mobile devices, your search engine rank is the same across all devices. If Google is giving websites that are optimised for mobile devices priority, your SEO strategy has to be mobile-first as well.

The process of mobile optimisation includes ensuring the structure of your website is intuitively easy to navigate, load speeds are super-fast, the design is responsive to mobile devices and more.

By leveraging mobile data, I provide you with valuable insights that give you a clear view of industry benchmarks. This enables you to make informed decisions of where you can improve mobile performance and how to outperform your competitors.


Providing a good user experience to mobile users compels them to explore your website and return. Great UX translates to enhanced visibility in search results and increases your conversion rate.


People that perform local search queries on-the-go are typically looking to buy. Wordstream reveals 72% of consumers that perform a local search visit a store within five miles.


Google prioritise mobile-friendly websites and rank brands that optimise for mobile higher than online businesses that neglect mobile-users. Ranking higher in search engines drives more traffic.


Being “mobile-friendly” is not enough. Mobile optimisation improves the performance of your website in search results by enticing more end-users to click-through to your website.


With a limited amount of time to encourage customers to browse your website, the structure of your website has to be easy to navigate on mobile devices and the layout has to be inviting.


Consumers are more willing to return to websites that make it easy to find and purchase products or services. Brands that deliver a frictionless UX on mobile gain an advantage over competitors.


Mobile optimisations impact conversion rates. If your website delivers seamless UX on smartphones, your audience is more likely to purchase your products and return for more.


Now Google has shifted to a “mobile-first index,” SEO for B2B, B2B and eCommerce companies relies on more than a high-quality content strategy. How you rank in search engines is primarily determined how efficiently your website performs on mobile devices.

Mobile optimisation ensures that visitors who are accessing your site from mobile devices have an optimal experience. Consequently, they are more likely to stay on your site for longer and return in the future.

Mobile-friendly sites show up higher in search results.” ~ Google

Mobile SEO involves running in-depth technical audits to understand the different standards that apply to presenting information on mobile devices compared to desktops. For example, the size of text links or buttons can impact usability.

With in-depth data analysis, I highlight where your website can be optimised for mobile. This may be a simple fix like shortening the length of content titles and title tags to influence more click-through-rates or technical enhancements such as adding voice search in addition to the regular search tool.

From search engine performance and in-store data collection to product discovery and point of sale payments, being mobile-first is business-critical. If your website is not already optimised for mobile devices, make it your first priority.


If internet users have a low-quality experience on your business website, they bounce out. A lack of activity on your mobile website means that search engines do not acquire positive user metrics and ultimately conclude your business does not offer value to search engine users.

This means your website will not rank in search engines – regardless of whether visitors arrive by mobile or desktop. The goal of mobile SEO is to ensure your website performs on any device. Therefore, mobile optimisation is pinnacle to your overall SEO efforts.

1. 53% of mobile customers abandon your site if they have to wait over 3 seconds for a page to load (ThinkWithGoogle)

2. 50% of mobile searches are looking for local businesses (Search Engine Watch)

3. 40% of search engines users turn to a competitor’s site after a bad mobile experience (Google)

A pivotal aspect of mobile optimisation is to keep your users satisfied while navigating through your website. When visitors are happy, they are more likely to purchase your products and services.

Whilst mobile-friendly strategies entail designing your website to remain visually appealing and highly functional across various devices, mobile optimisation involves making your website searchable in the mobile-first index.

Effective mobile optimisation strategies enable you to target a wider audience, build trust and authority, and increase conversion rate. The data I produce gives you a clearer picture of the entire digital landscape.


Having worked in the international SEO landscape since 2006, I have seen the evolution of search engine algorithms and have an in-depth understanding of what search engines expect from B2B, B2C and eCommerce business websites.

My results-focused strategies are driven by industry data and a robust experience of the digital landscape across all devices. Using creative analytics, I provide you with data that can be used to make informed decisions.

My primary goal is to increase the online visibility of your brand and drive high-value leads through mobile devices. In addition, I will provide competitor analysis and help you develop a revenue-focused growth strategy.

With data-driven mobile SEO analysis, enables you to better understand how you can improve your online performance, not only on mobile but across all devices and all of your chosen platforms.

My mobile optimisation strategies are customised for your business. Using creative analytical strategies, I am able to identify where your weaknesses are in the digital landscape and seek to resolve complex issues that enable you to take advantage of market opportunities.

As an SEO freelancer, I value the success and integrity of my clients. It is important to develop long-term relationships with SEO-focused clients. Your success is my success. You can, therefore, be assured I deliver results that help you meet your business goals and maximise a return on your investment.


Using extensive data analysis strategies, I am able to identify the strengths and weaknesses of your business and produce data that leverages your ability to overcome challenges and take advantage of opportunities.


Competitor analysis provides insights and benchmarks that enable you to understand your position in the market and create an effective mobile strategy that edges you in front of your competitors.


Creating a mobile version of your website comes with unique challenges. The data analytics I produce reveals where poor mobile performance is harming your SEO efforts and informs you about how to improve mobile optimisation.


Mobile optimisation strategies go beyond typical “mobile-friendly” solutions. Not only do I improve your search engines ranking, but I also look to increase click-through rate and ramp up conversions.


Building long-term relationships are founded on trust. Each month I provide a detailed report so that you can see where your SEO spend is going and the impact mobile optimisation strategies have on your overall performance.


I always assess the best solutions and the most efficient strategies to reach the objectives agreed with the client


Project Stories


I had the pleasure to work with Franco for over 2 years. He has a very deep knowledge of SEO and all the areas of digital marketing. Being responsible for numerous brands he was extremely adept at managing multiple projects simultaneously and consistently exceeding KPIs. He is brilliant at communicating his technical knowledge to stakeholders at all levels. Franco is high meticulous. I enjoyed working with him.

Aidan Murray - Head Of Digital Marketing at Foreign Currency Direct and Infinity International

“I’ve worked with Franco on a couple of SEO projects now and always found him great to work with, knowledgeable and someone who is very easy to work with. He knows his stuff and also understands the longer term, strategic direction of SEO and what good SEO looks like.”

Paddy Moogan - Co founder at Aira Digital, Author of The Link Building Book and SEO pioneer

I collaborated with Franco on a project and I have found him extremely professional and hard working. He has an incredible knowledge of SEO and Search Marketing Intelligence to provide insights and create a strategy for a ROI. He is easy to work with and a good strategist. He is also very good at training and engaging team with very valuable workshops.

Monica Taglioni - Director at BPM Bank, Milan, Italy

I collaborated with Franco on a project to create urgent new content for a well-established travel services company, during a complex technology transformation. He was invaluable in implementing a targeted SEO strategy to get our new pages visible across different markets and languages, thereby helping to generate new leads and better ratings for the business at a critical time.

Louise Sheffield - Content Consultant, UK

Franco is a very results orientated SEO specialist who has an amazing knowledge. He successfully used his skills to help us achieve our challenging business growth targets. He is not only exceptionally good at what he does – he comes up with new ideas and always delivers over and above the brief. He builds great relationships with team members, managers and stakeholders.

Alison Wild - Head of Marketing at Towergate Insurance

Over the past years I have had the opportunity to collaborate with Franco and appreciate his great professionalism and the wide experience of SEO. His deep technical competence, the brilliant financial acumen and the strong customer oriented approach make him an excellent partner to support the business growth.

Giancarlo Scuccimarra - South EU/Middle East & Africa Make Sub-Region Facility Director at Johnson & Johnson

I worked with Franco to improve the SEO strategy for my company’s website. Franco did excellent work throughout the whole process, first analyzing the market and the other competitors, then tailoring a strategy through the interpolation of different scenarios. I highly recommend his consultancy to improve your company’s market strategy performances.

Lorenzo Grifantini - Founder at Dos Architects, London

I have worked with Franco for a couple of years and he is more than capable of managing big SEO projects with the ability to communicate technical knowledge as well as the successful strategies to the stakeholders at all levels. He also built great relationships with the members of the teams, managers and the client. He is also more than capable of managing workshops to explain what a successful SEO strategy is about.

Mehmet Korukmez - Managing Director at Semicolon Digital

“Franco and I worked together on a large scale project for two years: his biggest strength is the ability to deal with conflicting priorities in high-pressure situations while achieving KPI targets. Franco is a great communicator as he really understands how to get the best out of people being capable to communicate effectively at all business levels. I highly recommend Franco if you need to get the job done!.”

Mariangela Marchetti - Director at Comply Links, UK

Franco Lucchetti has a very deep knowledge of Digital Marketing and how to improve the visibility in organic search for increasing the B2C revenue, as well as improving the brand reputation online.

Attilio Iaboni - CEO at Momento Moda Est. 1989 London

Franco is more than capable of working with stakeholders at all levels of a business and has a fantastic ability to communicate the correct level of depth and technical knowledge depending on the audience. He is knowledgeable in both on-site and off-site SEO best practice and demonstrates an in-depth knowledge of Google’s ranking algorithms and consistently exceeds his KPI’s.

Pete Bunn - Head of Performance at Barkyn

Franco has a very deep knowledge of SEO and how Search Engines work. I rarely came across anyone in Digital Marketing with his level of expertise. He has also great communication skills to manage successfully the stakeholders expectations at all levels. He is business growth oriented and commercially focused with a remarkable ability to reach KPIs.

Tony Pirozzi - Business and Marketing Director, Columbus Travel Insurance

Some Case Studies

In more than 15 years of experience managing the SEO projects for internationals companies and big brands, I have reached incredible achievements, improving their online presences and brand awareness in organic search in some of the most competitive niches. Here you can see some of the biggest project I have had the responsibility to manage along my career, working as a consultant or for the biggest agencies in the world