Mobile Search Engine Optimisation
Mobile device usage to browse the internet, keep up-to-date on social media, get coupons, voucher codes and find local business is the norm. Mobile marketing allows you to reach out to an audience on the move.
The mind-set of mobile customers
When looking at mobile search engine optimisation (MSEO) you need to think differently than just applying the same keyword set, enabling you to get a sense for what mobile searches are looking for you. Take hotels as an example, desktop users will often search for a specific hotel name or location, whereas mobile users will change to “nearest hotel to…” or “number for hotel name”.
Once we target the right keyword set, we can then devise a strategy to serve up the most relevant target pages for those keywords and decide if a dedicated mobile site or a responsively designed website is required.
Mobile and Responsive website design
Serving up desktop websites to mobile devices is history, you need a mobile responsive website or a dedicated mobile site in order to rank and convert those visitors using mobile devices. We can work with your existing agency or develop a mobile website in-house using the latest coding standards and techniques to serve up fast loading pages and mobile optimised content.
Checkout Googles Webmaster Advice on Mobile-optimised websites, clealy stating “Google recommends webmasters follow the industry best practice of using responsive web design, namely serving the same HTML for all devices and using only CSS media queries to decide the rendering on each device.” – Do this or get left behind!
Mobile Marketing Considerations
Mobile Marketing is an essential consideration for any promotion of web content. With over 40% of web users choosing a mobile device to view and search from, having a website that is viewable and easy to navigate is key to lead generation and retaining visitors. There are a number of considerations before spending all your budget on some mobile ads, all of which can boost your lead generation by simplifying the content delivered, giving a shorter journey to that all important buy button. We can generate mobile marketing campaigns that are directly targeted to users of smarthpones and tablets using google PPC. There are a few considerations thought, before delving into the mobile marketing minefield.
Responsive design is a buzzphrase that's been around a few years now and describes a design process where websites will automatically display in a way that fits the screen size of whatever device you're visiting from. This replaces the old m.yoursite.com style of serving different content based on the browser and operating system which was clunky and slow. Getting the responsive design right will enable you to hide unneccessary elements of your website so that when your visitors find you, they've got all the calls to action right there, ready for them to make a purchase. There are pros and cons for this if you read into Mobile Urls below. If your site doesn't resize properly when you make the browser smaller - it's not responsive. If you have scroll bars at the bottom of your page - it's not responsive. If all you see on your mobile when viewing your site is exactly the same as your desktop view - it's not responsive!
This is a technique used to serve unique content after the server has detected which device it is serving the page to. This allows completely unique content for different devices, and while creating pages for every mobile phone out there isn't in our list of fun things to do, it can be helpful if you know that the majority of your audience are Apple fans or use a blackberry device as part of their business for example. There are many reasons you'd use this including improved page load speed, but there's also a lot to do behind the scenes in order to get this set up. A responsive design is a much easier 'best-fit' and can still be customised for different screen sizes.
Mobile URLs are designed to host a completely 'stripped down' version of your website specifially tuned for mobile browsing. These would be much more simple to browse, be very visual and fine-tuned for slow connections. This also allows you to tweak the content to better suit your mobile audience, as it will be a separate url to your main site and therefore a separate website in Google's eyes. While a little old hat, you could consider creating a landing page that's linked to your mobile ad campaign. This would give you a clearer view of your traffic and user behaviour. If you visit m.facebook.com in your phone browser you'll see how this works for them. It's essentially the same content, but displayed in a way thats best optimised for a small browser window.
Using the mobile urls above, you can use a short browser detection script on any of your webpages that instantly redirects the user to m.yoursite.com or whatever mini-site suits their device best. Again, a bit of work to get this set up, but it would improve your mobile viewers' experience ten fold, particularly if you have an online store selling thousands of products- you don't want a cluttered site that distracts the viewer from what they want.
Having the right meta data is the easiest step you can take to ensure your site is readable by the search bots. There are a tonne of sites out there to help you do so, and all you usually need is access to your 'back end'. Not everyone wants to go digging around the code of their site, but we've enough developers and tech-savvy superheros onboard to help you! The meta tags are generally little snippets of information that the search engine robots read when indexing your mobile web page. Tags like the 'rel=' allows the bot to interpret what to show and how, based upon the size of the device searching. Google clusters websites together, so if the user clicks a link to your site from a mobile, they'll still get the right version delivered to their screen.