These statistics bring to the fore, the crucial questions for website owners, whether their sites surface in mobile searches and their appearance on a 4-inch screen.
Mobile SEO – is it different?
Mobile SEO is just another SEO type which only needs a site architecture that can be crawled into, with content that can be indexed according to the keywords sought by mobile searchers according to the browsers available to them. The site benefits if it has external links that guarantee its popularity levels. Most search engines do have a mobile version, Google Mobile being the most popular. While the features remain the same essentially, the difference lies in their being customized for a smaller screen size. When the features remain the same, it is difficult to fathom how a separate mobile site can make a difference.
The need for a mobile site
Most ecommerce executives think their business could benefit, though they have no proof to substantiate their feeling. This need can be evaluated by using some web analytics program for data analysis, which will check the number of mobile users visiting the site, and whether they use screen resolution and operating system metrics, or visit explicitly. A specialized site variation would make sense only if a large chunk of visitors were mobile users.
The underlying principle for a mobile version of the site is to give a better mobile site experience. The mobile organic search should be able to drive traffic to the site if it is indexed fully, is rich in content and has sufficient back links. But the effort made to get a mobile site will pay off only if visitors can be converted into customers by getting them to spend.
Most experts believe mobile browsers are used more for getting information needed immediately for a specific purpose. Besides, the navigation and the search experience as a whole needs to be simple and quick. This makes mobile usability a far more significant issue than mobile SEO. It is the user’s experience that has to be simpler to make the mobile site successful and has less to do with mobile SEO.
Do Mobile Optimized Sites Justify the Expense?
Any new initiative has to be considered viable by checking the returns on the investment made. Spending on designing a mobile optimized site would make sense if the increase in sales through it offset the expense incurred. Also the user experience would have to be as simple as the computer version.
However, mobile sites offers new opportunities and businesses can explore new horizons, by targeting the clientele using more specific search phrases in its mobile search. The option of researching mobile keyword data is available on Google Keyword Tool, and helps to show potential increase in site traffic and will thus justify the expense incurred and reveal the actual returns on investment.
Some experts expect about 20% of all searches to be mobile, and this leaves the option of having a mobile site to the ecommerce owner alone, since facts do not indicate any great need for it particularly for SEO purposes.
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