There are now about 100 million or so mobile Internet users, so it’s time to tap into valuable opportunities for mobile search engine 
optimization (SEO). While it’s still in the early stages, there’s no doubt mobile search is current and powerful and it’s essential for businesses to understand how to capitalize on it. SEO also must make the transition along with consumers towards mobile applications.
The bottom line is that mobile search is different than regular search.
First of all, no cell phone is built like a regular computer, so you need to consider how a mobile search is physically conducted. On each tiny device there’s a tiny keypad that requires precise finger or stylus pointing – and many of today’s devices use some type of predictive text capability to assist in typing. Because typing on one of these keypads can be a bit precarious, it’s important to make search usability and convenience a priority.
Another point to remember regarding mobile devices is where they’re typically used. While computers are generally accessed in a desk-type setting, you can usually find people using mobiles while on the move or seated anywhere but a desk. People browse and text in waiting rooms, restaurants, airports, behind the wheel (
) or in front of the TV.
This leads to the fact that mobile devices are also used for different purposes than their computer cousins. What are they used for? While a computer is your best choice for writing research papers, conducting critical shopping or holding video conferences because of the large display, handy mouse and full keyboard, cell phones are great for keeping in touch, experiencing personal multimedia functions and enjoying general convenience.
With these basic ideas about mobile search in mind, here are current mobile SEO best practices (likely to change as the capabilities of mobile search morph over time):
- Use fewer keywords. Google says that mobile queries are an average of 15 characters long and take about 40 seconds to enter. Employ mobile-centric search phrases that mobile searchers use, and optimize content accordingly.
- Make sure content is clean and the layout is simple. Don’t use frames or Flash or anything that complicates the minimal space available. Strategically place keywords within navigation, header tags, body copy links, etc.
- Make your code easily accessible for crawlability. Use the correct headers and robots.text file instructions, avoid blocking IP ranges and ensure that all of the pages you want indexed are located in the public domain.
- Submit your site to all of the most relevant directories and business listings services as these sites can provide valuable mobile traffic.
- Submit your site to all major mobile search engines (Google Mobile, Yahoo Mobile, Bing Mobile, etc.) to increase your chances of being crawled.
- Comply with the W3C MobileOK (level 1.0) standards. They cover all elements of mobile code and search engine indexing algorithms.
- Use compliant markup language, such as iMode, cHTML, xHTML, WAP 1.0 and WAP 2.0, to ensure that your content is accessible by most mobile devices.
- Shorten key factors such as title tags and URLs, while still making sure they’re keyword rich.
- Use the word “mobile” in your title tags and meta descriptions so bots will know that these pages are specifically designed for the mobile web.
- To differentiate your mobile site from its PC counterpart, create a mobile sitemap along with a fully optimized mobile site. Mobile search logically syncs with mobile results.
Without question, mobile devices will change drastically and the rules of SEO for mobile will probably follow suit. But what won’t change are the concepts that (a) this technology is not going away any time soon and (b) mobile phone SEO is different than desktop SEO, but just as necessary. No matter what, how or when – to maximize your website, you’ll need to rework it with the latest coding and mobile web compliance standards in mind.
Tags: mobile seo, seo for mobile
