Internet users are increasingly exploiting mobile devices. According to the research by RBC analyst Ross Sandler, it is estimated that 20% of search requests in 2012 will be made through a mobile device. However, Google figures indicate that 79% of websites are not optimized for this type of access. Both users and search engines behave differently on portable devices: that is why it is important to optimize mobile websites for search.
What are the keys of mobile positioning?
First, one must not forget positioning techniques applicable to any website, such as tags and key words. In general, if the page is not well positioned, it will not appear on any kind of device. For example, if your website has a blog, it is important to clarify what each article is about and use specific labels. In addition, you should always seek that your site associates with the key words in links from other websites. Once the page is positioned in traditional search engines, it is time to take specific measures for mobile searches.
Search engines use programs that run through websites, analyze them and automatically index their content for adding to search results. The tools often called “robots” track sites and position them, and they are not the same for mobile and traditional webs. Specific bots evaluate if pages work properly on mobiles, aside from looking for search results that match users’ words. That is why, it is essential to have a web optimized for each type of device, fast and friendly. This means accelerating loading time and avoiding supplements that some devices may not open.
In addition, it is important to keep in mind that if a web is not suitable for proper display on a mobile device, search engines will transcode it, which means that it will show in a simplified version losing not only in its positioning, but also in quality. The transcoded version can be revised from Google Mobilizer. Otherwise, it is recommended to create versions specifically adapted for devices.
The content of the mobile web can be the same as or different from the web for computers. In cases when the content is the same, it is better to modify its design, even with a different size for each device. For example, if PC and iPad portal versions have various images, a Smartphone can show only one image instead of several smaller ones, but display it correctly. For this, you need to create a system that determines what type of device user utilizes and provide an adapted version. Another useful tip is to place what is most important at the top left corner of the page, so that users can easily see it.
One point that generates debates is whether to have a different URL for a mobile site. The questions imply that both normal and mobile webs can be seen as having duplicate content. Google says that it is not true in its official mobile guidelines released in 2011. However, neither Google nor Bing recommends using a different web for mobiles, as it requires extra time and money.
In conclusion, positioning in the mobile web depends on a combination of current SEO and intelligent mobile design. It is very important to have good results in mobile searches and offer nice experience to users on devices. Mobile devices are booming, and it is very likely that in some years the traffic from tablets and mobiles will surpass that from desktop computers. In that context, no company with online presence can run the risk of falling behind.
