I was on my phone searching for a lunchtime haircut spot, the lady next to me was shopping for new drapes on her iPad, and a Wall Street type was talking loudly on his phone asking for tips prior to laying a bet with his bookie (you have to love Chicago).
Each of us, in our own way, was using our mobile devices to reach out and find answers to our pressing questions. But until a few years ago, the only way we could reach out and answer these questions in a mobile fashion was via email and/or asking someone on the other end, a process that was inefficient at best and frustrating and without closure at worst.
Due to the advances in mobile hardware, software, and user experience, much of this has changed and finally rivals what we love about desktop searching. Screens are big enough to read, keyboards are ergonomic enough to allow for speed, and -- most importantly -- the search engines and marketers have begun to adapt their search offerings to address our mobile needs.
Mobile Market Maturation Means Money in Search Marketing
As of February 2011, there were over 234 million mobile phone users (age 13+) in the U.S., with nearly 50 percent searching on their mobile devices in some capacity during the course of a given month. Mobile searching is especially prevalent among smart phone users, which now accounts for over 30 percent of the total U.S. mobile marketplace.
Considering that 50 percent of all new phones purchased in the U.S. are smartphones, it's clear that mobile searching will not be slowing down anytime soon. Toss in another 10 million or so iPad/Tablet users (and counting) and you begin to see why we are finally reaching the tipping point where marketers must address their mobile paid search strategy as its own concern, and not simply allow the search engines to serve mobile ads by default.
6 Keys to Mobile Search Marketing Success
Mobile CPCs (cost per click) are 30 percent less than those on desktop, but the mobile click-through rate (CTR) is roughly five times higher than that of desktop. This data presents a rather compelling argument on why your paid mobile strategy requires separate targeting.
Below are some of our highlighted points and recommendations for search marketers:
- The AdWords interface will show you what portion of your clicks and conversions come from mobile vs. desktop, and if 10 percent or more of a campaign come from mobile devices, consider targeting separately.
- Google allows for targeting by specific devices, operating systems, and carrier (with further tablet targeting options expected later this year), which is important because the end user mobile search experience is different on a mobile phone than it is on an iPad/tablet.
- Mobile searching lends itself to shorter query lengths and hyper-local results. Google's mobile keyword selection tool offers great assistance for getting started when choosing your ad keywords.
- The searcher's attention span is limited, so make mobile specific ad copy short and sweet. Include clickable phone numbers and/or geo-targeted maps to enhance your CTRs and conversions.
- Landing pages from mobile search clicks should reflect your conversion goals. If you want them to call you, download something, watch a video, and/or view a map, optimize these pages accordingly.
- When launching new campaigns, it's best to start with an aggressive bidding strategy, which will allow you to establish a strong quality score off the bat. Securing position in the top two paid results is imperative with the limited viewing area on mobile devices.
Mobile marketing techniques must keep up with mobile user and technology sophistication.
Desktop search may continue to dominate overall search market share, but mobile search is a new frontier with potentially different searcher intent. Lumping the two in together without taking the time to analyze the differences could lead to costly mistakes, both short and long term.
Although the advent of new mobile devices like the iPad are closing the gap in experience between mobile and desktop searching, the ubiquity of smartphone adoption requires some alternate thinking in order to best capitalize on your mobile strategy.
You're probably tired of hearing that it's the "Year of Mobile," but these numbers and results indicate it may actually be the time to starting thinking differently about this medium.
Make the effort. You won't be disappointed.
Mobile SEO is brilliant in terms of local businesses as people can call on this information in an emergency and find a local business so solve their problem. Finding a local car mechanics when your car has broken down, for example, must be easy to find on the mobile phone as people will need a quick fix. Mobile SEO can use localized SEO techniques, such as using Google Maps and other local SEO techniques to get up the rankings on Google. This will generate some very quick conversions as people need these sorts of services. Ecommerce solutions can also benefit from Mobile SEO with many people wanting to purchase things, such as theatre tickets, while they are out and about.
Google also took initiative into mobile industry when they allow you to start a Adowrds campaign on mobile devices. In this regard, it also launched “Mobile Keyword Tool” as well.
Google published “We are happy to let you know that the Keyword Tool now offers keyword suggestions for Mobile campaigns. Just access the Keyword Tool from within any mobile-only ad group and you’ll get shorter, mobile-device specific results. (Note that, at this time, mobile suggestions are not available in the standalone version of the tool so you’ll need to be logged into an account directly.)”
Factors that need to be care in Mobile Website SEO:
1. Apply general on-site optimization techniques: No doubt that SEO for mobile website is different than a general website but you can apply few basic techniques to your site. Use all the SEO “on-page optimization” practices that you know:
- Title tag optimization
- Metas Optimization
- Uses of heading tags
- URL optimization Anchor Optimization
2. Ensure you key content is placed in the top part of the page as the users and bots will find it easy.
3. Your website should be crawl-able by Mobile search engines. Here’s the list of mobile search engines:
4. Also you can submit your website to Yahoo Site Explorer Mobile Submit page. Here it’s:
5. See how your website is opening in mobile browser: http://ready.mobi/launch.jsp?locale=en_EN
6. CSS Tips:
- Websites using tables for layout will not render well on mobile handsets. The site must use CSSfor layout.
- Use Valid XHTML Coding. WML is the specific language for mobile users however the more usable is XHTML so here are the tips for XHTML. Mobile search engines have more trouble in parsing the webpage if it’s having invalid code. So you can reduce the risk of not opening the website by validate the webpage. You can validate through W3C Validator.
- Character encoding should be UTF-8
- The most important information of your site must be right at the top of the page as it can be very time-consuming for browsers to read through.
- You have very limited screen real estate. About 2×3 inches or so consider the size in mind.
- if you are a more robust e-commerce site, consider creating an m-commerce site (mobile site) with:
- Mobile galleries
- Product catalogs and shopping basket
- Billing management
- Ease of use/login
- All images should be striped out, unless they are must.
- Remove all advertising as you already have limited screen space.
- If you don’t need it, hide it. Remove any Google Friend Connect, Facebook Fan Box or other third party services. Focus on your content.
- Remove Flash, Java and any plug-in content unless absolutely necessary.
- All in all, simplify.
7. Maximum total page size recommended is 20 kilobytes.
8. Accessibility: In order for a site to work on a wireless handset, it must adhere strictly to website accessibility guidelines, as set out by the W3C http://www.w3.org/WAI/
9. Keep on Top of Mobile Technologies - The technology continues to improve and get better. Avoid using intensive presentation methods such as Flash and Ajax. Again keep the design simple. While we expect technologies to improve, you want to ensure that your mobile site will load fast and provide an output that is useful to the user.
10. Optimize for Local Search – ensuring that your site is well optimized for local search, will mean that people should be able to find you when they are looking for local resources. Update your profile and include links to your mobile site (if you have one) and make it easy for users to find your business and more importantly “reach out and touch your business”. It is not just about the Yellow Pages anymore.
1. Mobile Website Design Resources:
2. Some of the popular Mobile Analytics:
- Bango Analytics
- GetMobile Analytics by Quattro Wireless
3. W3C mobileOK Basic Tests 1.0 = http://www.w3.org/TR/mobileOK-basic10-tests/
4. WordPress Mobile Plugin: A tool that addresses issues with any type of handset:http://wordpress.org/extend/plugins/wordpress-mobile-pack/
iPhone & Android phones face less troubles in displaying the non-SEO WebPage.
Webmasters and marketers need to take specific steps to prepare their sites for mobile Web users.
Serving a Web page to render fully on a device browser requires unique steps and mobile search engine optimization requires a budget, according to Peak Positions, a company that specializes in SEO for online and mobile.
"The amount of searching tied to mobile browsers is increasing rapidly," "We recommend to all of our clients that they take specific steps to address the growing mobile market.
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"Mobile SEO provides an incredible opportunity to increase exposure and gain market share worldwide,"
The first step in mobile optimization is to identify target markets by region worldwide because mobile habits vary greatly by region.
For example, the usage and support for WAP and other mobile browsers varies greatly throughout the world.
Additionally, most searchers on a mobile browser use shorter keyword queries and a majority of mobile searches tend to include geo-modifiers in their keyword query.
Mobile optimization should provide the Web site consistent coverage on all mobile keyword queries whether a geo-modifier is used or not, Mr. Roberts said.
It is important that Web sites optimize for mobile browsers, which can include: WAP browsers, mobile phone emulators, WML, micro browsers, PDAs and etcetera.
Dream System Solutions recommends that marketers take the following first steps:
The mobile pages should feature unique, condensed versions of content specifically designed with the mobile consumer and mobile browser in mind.
- Make sure to include in text all contact information with name, address, zip code, geographic location, phone numbers, emails and points of contact.
- Create unique site maps specifically for mobile browsers.
- Create unique pages specifically for mobile devices.
Mobile marketers should address code compliance, create unique CSS files, expand on the CSS files and minimize page code.
There are guidelines for mobile sites and Web pages that will ensure companies have the best results in SEO.
"Mobile Web SEO follows the same technical rules as that of Web SEO and importance is placed on page structure, use of headers, keywords, titles, along with XHTML browser support,"
Here is W3C's list of best practices:
- Ensure that content provided by accessing a URI yields a thematically coherent experience when accessed from different devices.
- Exploit device capabilities to provide an enhanced user experience.
- Take reasonable steps to work around deficient implementations.
- Carry out testing on actual devices as well as emulators.
- Keep the URIs of site entry points short.
- Provide only minimal navigation at the top of the page.
- Take into account the trade-off between having too many links on a page and asking the user to follow too many links to reach what they are looking for.
- Provide consistent navigation mechanisms.
- Assign access keys to links in navigational menus and frequently accessed functionality.
- Clearly identify the target of each link.
- Note the target file's format unless you know the device supports it.
- Do not use image maps unless you know the device supports them effectively.
- Do not cause pop-ups or other windows to appear and do not change the current window without informing the user.
- Do not create periodically auto-refreshing pages, unless you have informed the user and provided a means of stopping it.
- Do not use markup to redirect pages automatically. Instead, configure the server to perform redirects by means of HTTP 3xx codes.
- Keep the number of externally linked resources to a minimum.
- Ensure that content is suitable for use in a mobile context.
- Use clear and simple language.
- Limit content to what the user has requested.
- Divide pages into usable but limited size portions.
- Ensure that the overall size of page is appropriate to the memory limitations of the device.
- Limit scrolling to one direction, unless secondary scrolling cannot be avoided.
- Ensure that material that is central to the meaning of the page precedes material that is not.
- Do not use graphics for spacing.
- Do not use images that cannot be rendered by the device. Avoid large or high resolution images except where critical information would otherwise be lost.
- Ensure that information conveyed with color is also available without color.
- Ensure that foreground and background color combinations provide sufficient contrast.
- When using background images make sure that content remains readable on the device.
- Provide a short but descriptive page title.
- Do not use frames.
- Use features of the markup language to indicate logical document structure.
- Do not use tables unless the device is known to support them.
- Do not use nested tables.
- Do not use tables for layout.
- Where possible, use an alternative to tabular presentation.
- Provide a text equivalent for every non-text element.
- Do not rely on embedded objects or script.
- Specify the size of images in markup, if they have an intrinsic size.
- Resize images at the server, if they have an intrinsic size.
- Do not use pixel measures and do not use absolute units in markup language attribute values and style sheet property values.
- Use style sheets to control layout and presentation, unless the device is known not to support them.
- Organize documents so that if necessary they may be read without style sheets.
- Keep style sheets small.
- Use terse, efficient markup.
- Send content in a format that is known to be supported by the device.
- Where possible, send content in a preferred format.
- Ensure that content is encoded using a character encoding that is known to be supported by the target device.
- Indicate in the response the character encoding being used.
- Provide informative error messages and a means of navigating away from an error message back to useful information.
- Do not rely on cookies being available.
- Provide caching information in HTTP responses.
- Do not rely on support of font related styling.
- Keep the number of keystrokes to a minimum.
- Avoid free text entry where possible.
- Provide pre-selected default values where possible.
- Specify a default text entry mode, language and/or input format, if the target device is known to support it.
- Create a logical order through links, form controls and objects.
- Label all form controls appropriately and explicitly associate labels with form controls.
- Position labels so they lay out properly in relation to the form controls they refer to.
Learn more about Search Engine Optimization, the most effective form of online advertising.
Search Engine Marketing is the fastest growing advertising medium in the world, projected to become 10x more powerful and influential than traditional media outlets such as: network television, cable television, local television, network radio, local radio, satellite radio, national newspapers, local newspapers, magazines, billboards, direct mail, telemarketing and more.
Discover the most powerful and effective form of advertising, Search Engine Optimization.
An aside for consideration are the segments of Search Engine Optimization. Clarification is required in terms of paid search marketing, sponsored search advertising, pay per click, email marketing (spam), and the foundation of strategic internet marketing: Organic Search Engine Optimization - Organic SEO in some circles also referred to as Natural Search Engine Optimization - Natural SEO.
Key Organic Search Engine Optimization Facts:
- Keyword search is the 2nd most popular online activity, rapidly approaching the popularity of email retrieval.
- 90% of all new website visitors are delivered by a major search engine and/or directory.
- 98% of all keyword search activity results are powered by the big 4 search engines: Google, Yahoo, MSN and AOL.
- Keyword search results on Google, Yahoo, MSN and AOL are all determined by a search engine spider and/or robot crawler.
- Recent internet marketing studies confirm that keyword searchers prefer the organic results at a 6 to 1 ratio vs. pay-per-click sponsored search advertising listings.
Is your corporate website being found early and often on the keywords and keyword phrases that best describe your products, services and industry?
Harness the power that our proven organic search engine optimization technologies can provide...
Contact the Dream System Solutions Organic SEO consulting specialists today.
Learn more about our client roster, one of the strongest in the SEO industry, and more importantly discover why our client-focused Organic Search Engine Optimization company maintains the highest client retention rate in the SEO industry.
Quiet often, we use various search engines like Google, Bing and Yahoo to find solutions to our various business queries. Such search engines make the searching quicker and more convenient. In the recent times, gathering information in this manner has become very popular and common among all kinds of people starting from students to office goers.
Are you an owner of a website? Are you facing the problem of getting lesser visits to your web page than you initially estimated? Or have your customers been complaining about the lack of proper information on your web page? If your answer to all these questions is yes then probably you need to check the fundamental tips offered by the Google for effective yet simple ways of Search Engine Optimization.
According to Google, one needs to consider the following factors regarding any website before planning its optimization:
• What people want i.e. what keyword they type for performing search in search engines?
• What is available on the net i.e. text on pages?
• How well the typed text matches content of your web pages Or the site’s online reputation?
Once you have figured out all the questions, you can work out on various solutions with the help of Google. What people type is demand driven and can be understood by insightful searching. This is an analytical study of terms people use while performing searching. Google provides tools like Google Analytics, Custom Search and Website Optimizer to make things simpler and easier.
As per Google :
- The relevance of the vast content available to the user can be determined by the filling of content gaps by frequently using issue-based / most popular keywords in that particular niche. But over-usage of keywords and duplicate content should be strictly avoided.
- The concern regarding availability on the net or text on pages by keyword matching is useful only when the text material is of quality content. Remember that irrelevant content might detract the viewers away from your site. Few handy ways of successfully optimizing the website is by using the keywords in titles of the page, section heading, video tags and page Meta descriptions.
- Last but not the least the most important factor, which can generate interest and increase reputation of your website are presentation, popular pages of the site, thought provoking and unique content, frequent updating of the website and finally the usage of links pointing towards social media.
In the end Google summed up by laying emphasis on the fact of creating quality content keeping in mind the comment link spam and the target viewers for the website. Today it is hard to ignore the fact that a proper SEO strategy can ultimately increase the traffic flow to the site tremendously which in turn can result in improving your ranking in online search as well.
Remember how we all “dislike” being put on hold on a phone line or approaching prompts to get the must deserved customer service. With all the improved high tech world and more beneficial communication tools, various organizations have found an interesting way to reach customers and improve customer service. Through social media, customers get exactly what they are looking for and receive better customer support and easier ways to contact an organization. Jump into the game changing strategy to increase company’s touch, use social media for business, if you are not because serving customers is social, too!
5 Most creative social media ways to reach customers are:
- Twitter: Tweet to serve the customers.
- Tweet to solve an issue:-The much used phone conversations may help solve the problems but the wait time will not. A single tweet is enough to reach a lot of customers in just one click, which made twitter a fast-lightning platform.
- Build global image:- Better customer service gets talked about, which may lead to better brand image and more sales. Twitter is one of the social media ways that may turn a single happy customer story to international news.
- Reduction in cost:- Customers have better things to do than to be on call for hours because of a simple issue. With Twitter, the solution is quick, cheap and precise and it also reduces the call rates and time.
- Online chat: Let the customers save through technology:
There can be various reasons to use the chat functionality. Some consumers are not always comfortable or understand the solution on call or have a lot of patience to pick the phone to call the service center. Also online chat can be a great way to inform customers about your new services or to sell the complimentary helpful products. Whether the problem is about a bank account or online assistance, chat works great for customers and the company.
- Serve customers through blog posts:
Blog is the finest way to create a social customer service strategy using social media style. The World Wide Web has taught us to demand and get everything immediately without wasting much time and effort and blogs do exactly the same. A blog post can solve customer query, market a product or service and advertise about the new improvements of the company. The regular and easy updates on the blogs keep the brand always in news. The comment section of the blog provides instant feedback about the product or service, which may turn the negatives into positives and develop brand image.
- Serving customers through forums:
If a lot of customers are facing a similar kind of issue and calling to ask the same questions, it is smarter to put the solution that is searchable globally by the users and the search engines. The customer can easily click on the product name, to sort out their issues. Also, a forum can provide various solutions to a single problem so that the customer can choose the most suitable one. Along with better and quick customer support, a forum may reduce your customer service admin calls, as the customers are getting the solutions through the net.
- Communicate through social networking sites:
Social networking sites have brought the world closer and made life easier and now its time for the organizations to use these channels as a means of providing better customer service. The sites like Facebook, Orkut and MySpace not just enable a company to communicate with the customers on various levels but also help solicit feedback, send out the update bulletins about the product and service and manage the reputation and the image of the brand. These sites bring you closer to the customers, which enhance customer support. Build community, start an event or social networking forum, the ultimate result would be, better brand image through proper customer service!
Social Media has provided interesting ways to reach customers and improve customer service through Customer feedback, providing important announcements via social networking sites and follow market trends.