Mobile Search Marketing, Part 2

Develop HTML Friendly Sites For Smartphone Users

Mobile Boilerplate, a standards-based HTML5 template for creating mobile web apps also works well for optimized sites. All sites should be text-based, and have sufficient keywords for improved chances of appearing in most search engines. Keep tabs on ever changing mobile designs that can be included to ensure content is easily accessible to more users and search engines.


Develop a Sitemap

Sitemaps act as a blueprint of your domain, which allow for easy navigation of pages by search bots as well as users. Mobile site map formats are supported by Google and can be incorporated as a tool that boosts rankings. The procedure is not different from creating a normal XML sitemap; simply list the pages and add the <mobile:mobile/> tag.

Create Easily Accessible Mobile Pages

Provide content that mobile users will need such as contact details, maps or prices and leave out images, pop up windows, flash, scripts, frames or other objects. Create hyperlinks that users may click or call for further details. Optimize content for different mobile browsers and platforms. Simulators from Google, Skweezer or Opera can help you determine the readiness of your content for use in mobile devices. Finally, submit your site to the respective mobile search engines.

Use Brief Keywords And Phrases

Popular SEO teaching methods have focused on traditional techniques including the use of keywords, short and longer tail versions for campaigns, proper density and placement, which may not apply to mobile phone users, who have a different browsing experience including less time, small screens and small keypads. This presents a need for compacted, relevant, yet accurate information.

Proper keyword selection and integration is thus crucial, more so as research shows that average keyword search is consistently less than twenty characters on a mobile device. Short tail terms though requiring more time spent and which may be more general in nature should be incorporated.

It is also important to narrow down exactly what your customers will be searching for whenever they engage with your site. In this case, the AdWords Keyword Tool is handy as it sources both mobile and desktop volumes for keywords related to your brand, products or services, and determines the mobile fraction of total volumes.

Make Effective Redirections

Should your focus be on mobile only content, you will need to set up proper redirects. Googlebot is suitable for desktop content while Googlebot mobile should be redirected to your feature phone site and Smartphone site respectively. Similarly, tablet sites should be linked to tablet searchers only. There exists however, no tablet Googlebot exclusively made for this, though they respond well to desktop content as long as traces of Flash, which some may not support or respond to, are removed.

Consider Users’ Location

Mobile phone searches are done around specific needs, such as finding an establishment in the users’ vicinity. Pages nearer to the users’ physical position at any given time will generally rank higher, which makes location a crucial factor.

A focus on the specific location within which your site is based provides the added convenience that your user needs. Traditional search optimization techniques including addresses, area codes and a map come in handy, being that this is the type of information that is commonly sought at one time or the other.

Place Pages (Facebook, Yelp or Foursquare) are absolutely vital more so for businesses, as they ensure that your page always shows up with your location on the universal results page. Always link these pages to your mobile site.



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