Is Your Content Mobile Friendly?
Does your content mirror mobile user behavior? Do you develop generic all encompassing content for your website or do you create mobile friendly content as well? There are industry benchmarks indicating mobile users searching with a high volume of branded terms that include location or activity based keyword modifiers. This search query behavior does vary from common desktop search that leaves out many of the branded terms. Sources below. This is yet another compelling reason to consider creating mobile friendly content specifically for your mobile audience.
The theme for mobile optimization success is to keep it simple. Keep the code simple, keep the design simple, and keep the content simple. To counter the difference in mobile search, it is imperative that your mobile SEO strategy accounts for these differences with tactics and techniques that include location and or activity optimization. Most importantly, make your mobile friendly content easy to find.
Think Fast and Short For Winning Mobile Content
Make sure that your mobile content is not blocked by robots.txt. If you are all good there, then audit your mobile search critical content to verify that it supports location or activity optimization. Let’s use the example, “Bike Shop, Portland”. If you are targeting a mobile audience for this phrase, begin with a focus on speed and shortness. When possible, deploy short form factors to the URL of the landing page, the page title, and the meta data. Think about the mobile platform that will display the results, does your page provide concise relevant content to the query and will it render in a readable format on a mobile sized screen?
Microformat Your Mobile Content
A great way to promote your location, category or time sensitive information, is to apply microformatting standards to your content. Terms may vary but, microformat and semantic markup use strict standards to enable your online content to be parsed and repurposed by search engines, browsers and apps. Depending upon the search crawler in use, these bots can recognize the micro-formatted code and provide your encoded mobile content in ways making it easy for your mobile audience to engage and utilize on their mobile device. The application of micro-formatted mobile content helps promote your site as mobile friendly and mobile focused. Additional microformat information can be found in the sources listed below.
Silo Mobile Content
Now that you have made sure that your mobile code is clear, take the next step and make fast and easy to understand. Similar to the way humans process and read mobile web pages, search engine crawlers tend to read the same pages rapidly and value the way the information is presented at least as much as the mobile content on the page. Site architecture is mission critical for mobile success, simple navigational hierarchy is the optimum way to proceed. Don’t forget that your mobile users usually have a different agenda when they are on your mobile site, they don’t need to be bogged down with to many links to click to get to the information they are after. Remember that your mobile visitors want to complete tasks quickly and easily, so your navigational structure for mobile must make this possible. This is commonly referred to as task oriented responsive design. So keep it simple, page titles, headers, micro-content and images should be short, concise and aligned to both your business objectives and visitor goals. This is an excellent way to promote mobile friendly content and a positive mobile experience. #mobilefriendly #mobileSEO
- http://www.accuracast.com/search- daily-news/mobile-7471/uk-local-mobile-search-rankings/
- http://www.google.com/intl/ en/press/zeitgeist2007/index.html
- Microformat information: http://microformats.org
- Mobile compliance guideline information: http://www.w3.org/TR/mobileOK-basic10-tests/
A seasoned digital marketing professional with over 20 years of expertise in digital marketing, search engine optimization, search engine marketing, brand development, conversion optimization, lead generation, web development and data analytics. He is a strategic digital marketing thought leader in a multitude of business verticals including automotive, education, financial services, legal marketing and professional services.