The abundance of wireless connections in public places is among the many factors that drive mobile Web access and computing on-the-go. This enables people to complete their tasks and remain online longer even when away from a computer, pushing Web usage further. Obviously, this presents as a huge opportunity for companies to reach more people online and drive significant traffic to their brand by developing mobile Web counterparts to their Web sites.
As a new platform, mobile sites introduce an entirely new stream of traffic for companies, enabling them to boost site visits and supercharge engagements with their targeted audiences. Here, you’ll need to ensure your mobile site is well optimized for SEO.
While basic traditional SEO elements like valuable content, quality links, user experience, and social integrations remain to be highly relevant in mobile SEO, there are subtle differences site owners and SEO practitioners should be aware of.
People using their smartphones and tablets have different search behaviors compared to when they are in front of a desktop or laptop. Obviously, the smaller form factor contributes largely to this as the accompanying data input is a tad bit challenging. Because of this, people don’t always go to Google.com or Bing.com on their mobile browsers to type in their search terms. Instead, they can conduct searches through more convenient ways likeâ€”
- Through Google, Bing or Yahoo‘s own search apps
- Visual search technologies like Google Goggles and Yahoo Axis
- Speaking directly to the device for Google Voice or Siri to do their searches
Search Algorithms and Indexing
In order to provide mobile users with a better search experience on their phones and tablets, search engines have set different search algorithms for indexing and evaluating mobile Web sites. In addition to this, Google has two bots crawling Web sites: Googlebot for crawling sites meant for desktop browsing and the content embedded in their pages, and Googlebot-Mobile which is dedicated to crawling mobile sites and their content.
The kind of device being used by searchers is also a factor that can highly affect how a mobile site is ranked. Here, the site needs to be designed optimally for mobile consumption which means that it should render properly on the device conducting the search query. Web sites meant for desktop browsing may not properly render when accessed through a smartphone so it may not rank highly. This highlights the importance of creating a mobile site and making sure it’s fully optimized for the mobile interface.
User Experience Requirements
Aside the search behavior, the mobile device (along with its form factor and features) can cause drastic changes to how a user engages with a Web site. Because of this, companies will need to strategically map out their site’s interface for mobile devices. The best thing they can do is to structure their site’s interface and navigation to provide a better user experience. Otherwise, you may have a rather large bounce rate, and low search rankings.
The mobile interface, for instance, plays an important role in providing a good mobile experience. As compared to the desktop’s more expansive screen, smartphones and tablets have a relatively limited real estate which may restrict how people navigate through the mobile site. Here, it’s important to have the on-site elements readily visible without having to scroll down. It can also help if buttons and links are easily thumbable to be able to access other pages and other options.
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