The ever increasing importance of the mobile web

Posted on April 30, 2012

 

With mobile spending increasing day by day, the potential for significant profits to be made is not lost on any self-respecting online trader – big or small. However, all too often a mobile strategy can be lacking.

Recognising the need for improvements, Sherwood Stranieri has written a timely post on Search Engine Land.

Having analysed the worthiness of developing an app and developing a mobile site, the blog decides that having both is best. Quite rightly mentioning that the dual route drives up customer acquisition, it then goes on to stress the importance of focussing the mobile website clearly.

The most interesting part of the entry are the key features discussed. It is here that many website owners that otherwise have everything could well be failing to reap the rewards deserved.

Though it seems obvious, the biggest problem with many mobile-optimised sites is the layout. Titles need to be shorter, images smaller and content more concise. This sounds simple, but all too often companies get it wrong.

Instead of chopping everything, taking a completely fresh look is needed. Titles can use shorter, different words – not just abbreviations. Images need to be reworked, not just reformatted and it’s important to remember that search engines are concerned about download speeds too.

With web content, bulleted lists are often frowned upon but for mobiles, they are par for the course. Know this and implement it.

Mobile connectivity is clearly the future and this is something that any effective search engine optimisation campaign needs to take into account.

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