Offer a mobile site with the same or similar content as the desktop site to satisfy those who use mobile devices for some, most, or all of their web searches.
It's no secret: brands and businesses that have mobile websites and apps are a step or two (or more) ahead of the game. Why? Because 31 percent of Americans own a smartphone and one in three would rather give up TV than be deprived of their smartphones, according to ourmobileplanet.com.
But it goes beyond just having a mobile site. Similar to traditional desktop sites, mobile sites, too, need to be optimized properly to perform to their full potential.
The concept is simple: offer a mobile site with the same or similar content as the desktop site to satisfy those who use mobile devices for some, most, or all of their web searches. Sure, there are a lot of overlapping aspects with traditional SEO, but the idea and practice go far beyond that, focusing on true mobile SEO. There are some very important aspects that will help you take charge of your brand's mobile web presence.
The advantage of properly implementing and aiming your brand's mobile site will certainly become evident when reporting on traffic and conversions after the fact. The statistics speak for themselves: mobile search directly drove 25 percent of all online U.S. device purchases, according to a study by Google published in March 2010. The numbers have only increased since.
Are you willing to pass up optimizing for at least a quarter of your online business?
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Crispin Sheridan is the Senior Director, Global Search at SAP. As part of the digital team, he established and leads the search and testing practices at SAP. Crispin is responsible for paid, natural, and mobile search and all online testing. Search and testing at SAP are fully centralized and globally funded and run under a hybrid in-house and agency model.
Crispin has proven that search learnings and keyword insights work hand in hand with social media marketing and together can effectively drive B2B lead generation. Furthermore, the development of the SAP.com Test Lab has contributed significant success to SAP's digital marketing efforts.
A frequent guest speaker at conferences, including SES New York, San Francisco, Toronto, London, Delhi, Shanghai, and Hong Kong, Crispin was appointed to the SES Advisory Board in December 2009. He has also been a guest speaker at the e-Metrics Summit and ad:Tech, and is a member of Google's B2B Technology Council. You can follow him on Twitter at @crispinsheridan and read his monthly SEO column on ClickZ.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT