The world of mobile and mobile optimisation is changing more rapidly than other fields – the average strategy planning spans in the industry go up to about 3 months and need to be reassessed at least quarterly in order to stay ahead of the game and incorporate new mobile devices that enter the market or constantly changing mobile practices.
In line with this fast pace of change, any mobile SEO strategy should incorporate the following considerations: flexibility, scalability and continuous reassessment. The incipient phase of mobile will inevitably lead to the next stage in the industry, where more specific targeting will revolve around tablets, smart phones, mobile phones etc, rather than just have a mobile option for all situations.
By specifically targeting various devices, companies and individuals can ensure more improved relevance and user experiences for the customer and also efficiently manage the following:
-targeted mobile friendly content
-mobile specific and device specific link building
-multilingual geo-location targeted content and promotion offers
-device specific brand and other promotions, including incentives for devices that may enter the market in the future
-ensure customers are presented with what they are looking for, therefore give them no reason to go somewhere else
More searches for mobile are local and the Google algorithm, at least for now, seems to favour local search results more when it comes to mobile in comparison to the standard option. For link building and off site SEO, the link profiles of mobile sites are very different from standard ones – there are generally less links and not many people link build for mobile yet.
As we progress, specific targeting for mobile, responsive website planning (which is popular among developers as well as Google) and flexibility to incorporate elements of the constantly changing world of mobile should be at the centre of our strategy for mobile optimisation. According to the latest Google survey dedicated to mobile (Summer 2012), the following factors have to be taken into consideration now, with surely a lot more to be added to the list in the near future:
-smartphone users are inclined to abandon sites that are not optimised for mobile
-96% of current mobile users are frustrated by their mobile experience and think there is a lot of room for improvement
-bad experiences hurt the brand
-67% of mobile devices users are more likely to convert on mobile-friendly sites
In other words, devising, managing and updating a coherent mobile SEO strategy is like a marathon with elements of sprint.