The shift to Mobile has been announced a number of times over the years and few have heeded the call. Some facts that lead us to agree that Mobile is the right future to pursue. According to Gartner mobile will outpace desktop computers by 2013, estimating that in just 3 years we’ll use 1.83 billion smartphones and only 1.78 billion PCs.
Realistically there are two factors that will contribute to the significant increase in consumer mobile use: speed and usability. Forrester Research’s European Mobile Forecast predicts 3.5G will dominate by 2014 (54% of the market).
Search behaviour on mobile has clear patterns emerging that differ from desktop search queries. Google maps for mobile have meant that we routinely expect to find the restaurant we’re looking for pinpointed on a map, click thru to the internet site to book – what a wasted opportunity if that site doesn’t show on a mobile format and get directions to get there straight away.
Mobile & Desktop Search (a comparison)
Clearly Mobile differs from PC and there are certain fundamentals that must\ be considered in order to best connect with mobile users. However, one must consider that the main factors come down to how users interact with mobile vs. computers. Success of a mobile search campaign relies on a different approach, when on the move consumers do not want to browse, they want to find.
Searches are more specific more action based and more localised. ‘Find cinema in 25998’ rather than ‘read film reviews for new releases.’ You cannot have as much content on the screen at any one time or you will adversely affect the loading time of the site on mobile devices. Some visitors are on contracts that charge for download sizes, so you have to come to a happy medium of quick navigation, search engine optimised content and quality links.
Is Mobile SEO a HYBRID?
Mobile SEO is the process of improving the volume and quality of traffic to digital content from search engines via natural search results to users entering mobile queries. Therefore, it is best to consider Mobile SEO as a hybrid that fits into both niches of Search Engine Optimization & Mobile Marketing. This type of optimization will focus on indexing any type of content that is relevant to a mobile user (mobile web pages, mobile applications, desktop web pages, images, feeds, etc), and optimizing it for mobile queries.
SEO best practices will generally make a site accessible to mobile phone searchers.
However, just because something is accessible does not mean that it’s optimized. In search, pages are indexed before they are ranked, so accessibility is an important first step…If good enough is acceptable to you, then make your desktop content accessible to simple users and you should be ok for mobile search. But on the other hand if you don’t like to optimize you mobile website page then you may not be prepared for the future of search.