According to Smart Insights, 90% of mobile searches result in visiting a business website and/or purchasing a product or service. This is a vital stat that marketers the world over can’t afford to ignore. Yes, we are living in a mobile age, much more so than was the case a decade ago. But while the rise of mobile marketing may be a relatively new concept, search engine optimization has been around practically since the advent of the Internet. And it applies to mobile now more than ever.
The trick is learning the subtle differences between standard SEO and SEO optimized for mobile devices. The differences may not be too drastic, but there are some tactics all marketers should make a part of their strategy going forward.
Be conservative with keywords
At one time, it was fashionable to stuff online content with keywords before delivering it to the masses. Google put a swift stop to that dubious marketing behavior, and now the best marketers use their keywords sparingly. This is especially the case with mobile. When dealing with the small screen of a mobile device, marketers have fewer words in which to craft content. That means choosing short keyword phrases, and using them as minimally as possible.
Location-based SEO is the mobile trend of the moment. More than that, it will probably be the standard in years to come. That’s because location-based apps and searches add relevancy to searches in real time. Marketers need to address this in their mobile strategy.
Stay abreast of Google’s standards
One thing that can be said for Google: they do a good job at bringing the best web content to the forefront. And their standards play a crucial role in this. Marketers need to regularly check up on Google’s mobile site standards and toe that line. If they don’t, they could find themselves with a mobile site that doesn’t comport with the search engine. In these instances, Google transcodes, meaning they take the site out of the owner’s hands and tweak it for them to meet their standards. This often has the effect of drastically altering the site against the owner’s wishes. Best to simply follow the protocols as they are laid out in the present.
Focus on portals
Search engines are all well and good, but mobile web surfers don’t always use Google for their search needs. Oftentimes they use portals. Therefore, marketers should submit to any and every portal that fits their category.
As mentioned above, most mobile screens are vastly smaller than computer screens. That means there is simply less room to read text. Mobile marketers can get around this by adding images and video to their content in order to offset the limited space. Also, statistics show that visually stimulating content is more likely to engender interest from a mobile audience than text alone.
Don’t put content in apps
Plain and simple: search engines don’t look for in-app content. Best to keep those blog posts or video clips to a website or other platform optimized for mobile.
There are other principals to mobile SEO, of course, such as keeping websites and content readable on various browsers, or utilizing predictive search to help find those perfect keywords. However, the most vital principal for marketing of any stripe, including and especially mobile, is to always know the target audience. That means lots of research in order to tailor content and images to that particular market.