Mobile web search is no longer of importance only to restaurants and retailers seeking to bring in more local street traffic. It’s rapidly becoming imperative even for the big-data, desktop-centric B2B world. Consider that, according to recent findings from the Pew Research Center:
- • 86% of adults own a mobile phone (the percentage is even higher among business professionals), and more than half of them use their phones to access the Internet.
- • Smart phones now outsell PCs.
- • 28% of all Internet usage is on mobile phones.
- • In sectors like travel, retail, and entertainment, mobile search queries have increased roughly 70% in the past year.
- • B2B mobile web use still trails consumer search, but is growing rapidly. Anecdotally, one of our clients had 4% of all access to their corporate website come from smart phones last month; not a huge number, but that’s up from just 1% a year ago. Another launched a mobile version of its company website in March; traffic to it has surged 250% in the past six months.
While mobile site SEO has some similarities to traditional best practices, it also has many of its own unique requirements. Here are a set of on-page, technical and link-building techniques to optimize a mobile website for search.
On-Page Mobile SEO Techniques
As with traditional websites, follow basic on-page optimization best practices on mobile sites: use keywords in your mobile site content, headings, keyword links, image alt tags, and of course, page meta titles. But keep meta titles short: absolutely no more than 65 characters (including spaces), and preferably 45 or less (the display limit in the Safari browser).
Social and mobile go together, so include popular social sharing buttons (e.g., Facebook, Twitter, Google+ and email) on your mobile web pages to make them easy to share.
It may seem obvious, but make sure your corporate website and mobile website link to each other.
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The specific search phrases that people use on mobile devices are often different than those they may use from a desktop. And it’s often easier to rank for popular short phrases in mobile search than in desktop search due to the lower level of competition. So, use Google’s keyword research tool to analyze mobile-specific search phrases.
Mobile SEO Link Building
Get your mobile site listed on popular mobile sites like Google Maps, Yelp, Foursquare and Facebook Places.
Also get the site listed in high-authority mobile directories.
Include your mobile website link in your YouTube channel and add mobile site calls to action (CTAs) within your posted videos.
Technical Mobile SEO
Some sources have suggested that using a single website with responsive design is best for SEO, with a subdirectory approach (company.com/mobile) being second-best, followed by a subdomain structure (m.company.com) and finally a separate top-level domain (company.mobi). However, Mashable more recently reported that the search engines have figured things out and there is no longer any SEO penalty for having a separate mobile URL.
Validate your code. Mobile devices are less forgiving of dodgy code than desktop PCs.
Follow Google’s recommendations for building mobile-optimized websites.
Following the mobile website SEO best practices above should help your site rank well even in highly competitive spaces. In the (for now, at least) less crowded mobile B2B space, it should really help your site stand out.
Additional Mobile SEO Resources
Mobile SEO Best Practices (long and rather technical, but very well done; if terms like “site transcoding,” “user agent detection” and xHTML don’t phase you, then check it out)