How to Optimize Your Mobile Site for Search Engines

According to Google, mobile search is growing much faster than desktop search… in fact, it’s grown so fast that it’s even beating Google’s predictions.

As Google’s Zero Moment of Truth ebook says, mobile is “not ‘the wave of the future’ any more — it’s right now”.

With mobile search becoming such a dramatic part of online search, it’s absolutely crucial that you optimize your site so that it is seen by searchers and engines. But before we get into that, here are some statistics for you:

Statistics every mobile SEO marketer needs to know

mobile shopping

Let’s look at some stats…

  • In a Google Smartphone User study, mobile searches will make up 25% of all searches in the world this year.
  • Compuware study said that over 50% of consumers would not recommend a business with a bad mobile site. In fact, over 40% said they would use a competitor with a better mobile experience.
  • 60% of consumers use mobile searches before buying.
  • Close to 50% of mobile searchers made a mobile purchase in the last six months.
  • 51% of mobile users will buy from a retailer with a site specifically for mobile users…but only 4.8% of brands have a mobile site.
  • In the “Mobile Movement,” a study by Google, 77% of smart phone users visit search engines and then social sites.
  • Over 90% of mobile searches end in some type of action…visiting a business or purchasing, for example.

mobile 9 out of 10

As you can see, being mobile ready is super important. Now let’s explore the differences between mobile and desktop search and SEO.

The difference between mobile and desktop SEO

mobile seo

Some people might say that because they are doing traditional SEO, they are doing SEO. Basically, they say, there is no difference between the two.

This usually leads to the perception that someone with a traditional SEO background could do mobile SEO by using methods like relevance, accessibility, usability and marketing. And it’s true that these general principles apply to mobile search, but there are subtle differences in optimizing for mobile that you wouldn’t apply to desktop.

With normal SEO, people push for keyword-rich content as that helps the search engines determine the relevancy of a page. When it comes to mobile sites, you have to throw the general principle of 250 words or more on a web page for proper SEO out the window.

The main reason why mobile sites demand different SEO standards is that the mobile experience is very different from the desktop version. If you try to apply traditional principles, you aren’t going to get the same results. However, apply mobile-centric SEO practices to mobile search, and you’ll start to win the game.

Mobile users behave differently and use different keywords

mobile chart

In traditional searches, people are using keywords. This is not always the case in mobile search. Searchers can use a variety of methods like Gesture SearchVoice Search or Google GogglesIn other words, they don’t necessarily go to their mobile browsers.

And if they do use keywords, those may have different meanings in different contexts. Also, mobile searchers do searches in different settings and at different times from desktop searchers.

What this means is that you need to make mobile keyword research a high priority…instead of just focusing on traditional keyword research exclusively.

Mobile users engage differently

According to Google’s book, the top three positions on a search page matter even more in mobile world since the digital shelf gets really small on mobile devices.

In fact, according to Google’s Zero Moment of Truth, a drop to the first (below paid ads) position can result in a conversion plunge of 90% or more! This means that your SEO campaigns need to take into account click-through rates and search volume in the mobile realm.

The other big difference is that mobile users do not want to scroll.

mobile search

So, if you do not have a top three position on search…and this includes ads…and you’re not optimizing for it, then you are not doing mobile SEO.

Debunking common SEO mobile myths

Since mobile SEO is such a new discipline, there are a lot of differing opinions about it. For example, Ryan Jones wrote an article called Mobile SEO is a myth in which he said that “mobile SEO” was a concept created by salespeople who wanted to sell more SEO services.

Here is a summary of the main points of his article:

  • Creating a site that works on all devices is the best mobile strategy.
  • If you can’t do that, then use m.yourdomain.com, canonical tags and device detection to redirect.
  • Give users a link to switch to a traditional version of the site.
  • Create an app if you want to deliver a true device experience.
  • Local SEO is really want we mean when we say “mobile SEO.”

While there is some truth to some of the things he said, the overall notion that there is no such thing as “mobile SEO” was debunked by Brian Meunier in an article called 7 Mobile SEO Myths Exposed:

  • Myth #1: A Dotmobi TLD is necessary for indexing and ranking – The company behind Dotmobi TLD wants you to believe that building a mobile site through their product is the best approach. The truth is that whether you build it on Dotmobi TLD or m.domain.com or another alternative, you are no better or worse. However, Google has indexed more m.domain.com sites than any other.
  • Myth #2: Metatext is necessary for mobile SEO – Metatext files are like robots.txt or an XML sitemap in that they help a search engine find and index content. The only problem is that metatext isn’t supported by Google or Bing. That’s significant since they command over 99% of mobile market share. If your content is already indexed well, you don’t need metatext.
  • Myth #3: Code validation is necessary for mobile SEO – In a nutshell, when it comes to smartphones, validation doesn’t matter.
  • Myth #4: Mobile site maps are necessary for mobile SEO – Google’s John Mueller said that if you are indexing smartphone content, you don’t need the mobile site map. Now, mobile site maps probably can’t hurt, but they aren’t necessary.
  • Myth #5: Mobile formatting is enough for mobile SEO – Just formatting your desktop site for mobile misses a key part in mobile SEO. A site that develops content based on mobile-centric information architecture and keyword principles will always be better optimized.
  • Myth #6: Mobile queries are shorter – Research from 2009 by Google shows that these queries are only slightly shorter…2.44 words versus 2.93 words for computers. In 2011, they found that longer queries are more likely to be used than shorter ones.
  • Myth #7: People Aren’t Searching On Mobile Devices – This myth isn’t as common as others, but it was made famous by Steve Jobs who said in 2010, “search hasn’t happened on mobile devices.” Early this year, Google reported that 1 in 7 queries comes from devices. Some industries like restaurants receive even higher percentage of searches on mobile phones. Jobs was actually saying that most of the search occurs through apps, but Google reported that mobile searches were actually conducted by 77% of smartphone users on their phones and not through apps, which was 66%.

Mobile search strategy

Now, let’s look at some high-level mobile SEO strategies.

Develop sites that can be used across all devices

Search engines rank a page based on some common criteria like page download speed, screen rendering, site performance and usability. What this means is that a fully optimized mobile site will outperform a site that has been reformatted for a smaller screen.

Here is a site that Jakob Neilson tested called allkpop:
mobile site

The site did many things right. For example, the mobile version of the site is rendered when the site detects that a mobile phone is visiting the page…and it also has large touch targets.

It’s important to note that key content can be stripped away from a page if you transcode it via a cookie-cutter template. This produces poor usability, incomplete or broken pages and bad navigation, all of which leads to lower rankings and lower repeat visits, resulting in even lower rankings.

Device type also informs search engines about search rankings since different mobile web browsers will render pages differently. That’s why it’s critical that brands develop a mobile strategy that works across all devices…and mobile operating systems.

Use traditional SEO practices

Although there are SEO techniques unique to mobile, if you apply these traditional SEO practices to your mobile site, you should see an increase in rankings:

  • Relevant keywords in headlines and copy – Mobile search by consumers focuses on tasks like finding a specific location or researching a specific product. This is different from how searches are conducted on a desktop, so it’s important to understand the behavior of mobile searchers and how they perform searches. Armed with that research, you can start crafting headlines and copy that reflect these needs.
  • Relevant page titles  Page titles are the first things that mobile searchers evaluate when searching on their phone. The closer you can match your titles to their search queries, the higher your content will rank.
  • Accurate page descriptions  Next to title tags, page descriptions provide another opportunity to deliver relevant, high-quality content to mobile searchers.
  • Outbound links  Even though there are usability concerns with large links, you want to include outbound links that lead to relevant information that provides a better user experience. This will also build a connection and a sense of trust when you link to authority brands.
  • Standard coding  You must follow valid HTML coding since there are a variety of mobile operating systems. These web browsers still look through the code to determine the relevancy of a page. Broken pages are the result of a bad or invalid code and lead to lower rankings. This seems like common sense, but it’s worth repeating that you need to build all sites according to standards to provide the same experience across all devices.

Create mobile-friendly content

After the site architecture and design is determined, your next step is to figure out how you are going to host your mobile site.

You can find lots of options, but I think the best way to do it is simply park your homepage and mobile-only pages on m.domain.com subdomain or /m subfolder.

The desktop pages you don’t change to mobile you can keep at your desktop URL. Just reformat them for mobile users.

You can also redirect, but when it comes to transcoded desktop URLs, you’ll want to use canonical tags so the link juice is directed back to desktop pages.

Cheat sheet for preparing your site for mobile readiness

Mobile SEO is a rapidly changing landscape…and I’ve provided you with a lot of information above. Here’s a summary of everything I talked about to make it easy for you to apply these steps to your mobile SEO strategy.

  • Trigger mobile-formatted CSS – When someone accesses your site via a mobile phone, you’ll want to give them the mobile version, which happens through using user agent detection. This pulls up the CSS formatted version or sends the user to a mobile friendly version in your directory or sub domain. If you use WordPress, download the WPtouch plugin, which does this for you automatically.
  • User opt out – Give users the option to opt out of this mobile-formatted CSS.
  • Don’t block Googlebot-Mobile – Google will check your Doc Type to see if you are using Compact HTML type or XHTML mobile. Depending on the answer, it will be indexed in the mobile version.
  • Image rendering – When it comes to images, use percentage or relative rather than pixel or absolute.
  • Minimize the length of links – Links that are too long will not look good in a mobile view.
  • Position calls to action in the top left section of the site rather than the top right - The top right, which is where the calls to action are positioned normally, may be cut off in the mobile version.
  • Minimize the number of click-throughs – Unlike with desktop search, where users are happy to click as long as they sense they are going down the right path, mobile users do not like to click more than two times.
  • Test your site’s mobile readiness – Use MobiReady for load times and device rendering and W3C mobileOK Validator for validation.

The Future of Mobile Search

As mobile gets faster and easier to use and the mobile experience improves, the adoption of mobile phones will continue to rise.

This is no different than the rise of the personal computer.

This means mobile SEO is powerful and can mean big business for you. Getting mobile SEO right can help you gain and increase mobile traffic.

In the same vein, search engines are trying to keep up. They do a lot of testing and changing of algorithms, so you’ll need to keep up too.

  • Pulling in personal, real-time results – Search results are getting increasingly personal with real-time content like tweets and wall posts. This is great for the mobile user because it gives him or her the information he or she wants quickly. Think Facebook’s Sponsored Stories. The level of personalization will be high since phones aren’t shared like computers, so results will focus on the mobile user even when the user is not actually logged in.
  • Mobile SEO can also be very focused on location - GPS is not used in normal web searches unless you have actually set your location…but eventually it will be. This will make the results of mobile search even tougher to predict. When it comes to driving traffic to your brick-and-mortar store, you need to consider the fact that people may never even click through to your mobile site since they can get everything they need from the map: your address and phone number are provided on the search result.
  • Apps change mobile SEO - Mobile users are also skipping mobile web search in favor of search engine apps like UrbanSpoonWikiTudeShazam and RedLaser, providing a search experience centered around an industry like restaurants. These apps will also rank in search results. That means another mobile strategy to consider is to create an app. If it does well in the app store, it may get pulled into universal results on a mobile search.
  • Search engines on one URL for mobile SEO – On the Bing Search blog Microsoft said that Bing proposes a one URL per content item strategy. The benefits include more ranking signals coming to one URL. This doesn’t mean that every single mobile URL should be a desktop URL. Sometimes you’ll need a mobile-specific landing page…and if you do, Bing says to block it via robots.txt. Google hasn’t made such a definitive statement. Google says to treat Googlebot mobile like it were a mobile userbut how exactly to structure your site? Google says you can do both by using mobile URLs and a desktop URL with a mobile template. Is one better than the other? John Mueller at Google said to use one URL with a template.

Conclusion

The mobile world is changing fast, which means you need to be on top of the SEO mobile game by looking at your web analytics constantly and following the industry experts for every piece of news you can get.

Falling behind this rapidly growing market could be very costly. Doing it wrong can be just as costly. Make sure you have the right information and the right tools to get the job done correctly and in a timely fashion.

So, have you optimized your mobile site for search engines?

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Comments

  1. Great guide, Neil.

    Having the blog optimized for other devices is really important, these days. It plays a great role in marketing and engagement of the blog.

  2. Thanks Neil!

    This article could not have come at a better time. I am in the process of creating and optimizing a mobile site for a client.

    Bart

    • Awesome,

      Let me know if you have any questions as you go.

      Best of luck!

    • We are giving a big percent of time to our mobile site and people should realize that mobile devices are more and more important these days and they are going to be even more important than desktop computers in my opinion.

      • That is possible. With the increase of technology integrated with phones, they may soon be able to replace computers. However I don’t think that will happen for quite some time.

  3. Good post Neil,

    What are your thoughts small to medium sized businesses that sell products online.

    Do you think it’s best practice for them to invest in a full-fledged mobile device, or more offer an informational front for their products and request the client to go to the actual site to make the sale.

    Sure, Amazon does a good job with their mobile site, but with a smaller budget is it really worth it?

  4. Hi Neil,

    Great post I must say. I have been planning to go in for mobile version of my blog. Thanks for this post that brought our attention to this crucial detail of Mobile SEO. Looking forward to more from you on mobile SEO.

  5. Mobile SEO is the next big step in search engine optimization. You are right, more and more people are getting online from their phones these days. I saw NBC’s report of “Inside the Mind of Google” the other day and they predicted that this would be the new generation doing this coming up.

  6. Wow, Neil – yet another masterpiece… even when we still haven’t thoroughly digested the previous one you wrote of just few days old!

    Mobile is truly not just the future – it’s here already. It’s obviously because of the ease of being able to get online anywhere, anytime. These tips will come really handy in helping us optimize our mobile sites for not just the big G but other search engines as well.

  7. Kimon Skarlatos :

    I am a fairly heavy mobile user because of my job, both for the phone and for the internet connectivity. I find myself connecting to find any type of information far faster and easier than my non-connected colleagues can.

    Whether its a phone number or to find the best place for xyz, I find myself going the speedy search route.

    I agree, it’s not the future, it’s the NOW.

  8. .. and although more and more people go mobile, lots of important websites still don’t have an optimized mobile version. It’s a pity, really. I will soon start developing mobile versions for all of my websites. And I will use your guide!

    By the way, Neal, can you please let me know what plugin are you using for that social media bar on the left that goes up and down whenever you scroll the page? Thank you!

  9. By far one of the most comprehensive resources on mobile I’ve read yet.

    I’m interested in where you weigh in on responsive design. Based on what you’ve said about the m.domain.com method, I can guess where you might go with that, but do you think one is better than the other, or that it’s circumstantial?

    • Hey Tommy. I’d like to add my vote for responsive web design. It can be much more affordable and easier to maintain, particularly for small businesses. But I think larger organizations can benefit from having a mobile-only version of their site. ESPN is a great example. Just my two cents.

    • I think it is definitely circumstantial. You really have to look at the competing factors at play. Responsive design is something you just have to get a feel for.

  10. Great article. I am trying to write a simple film blog but I never knew how much SEO was needed for readership. Good advice. Thanks.

  11. I added the WordPress app to my website and blog and it seems to be a hit. Much cleaner to search on my phone

  12. I think we should make a simpler page that all mobile will support.

  13. Great points. My blog is on wordpress and even though I get only 2-3 people every day from mobile devices, I think I should get the WP Touch plug in. I assume a few of the other steps you have mentioned should also be easier if I am on wordpress.

    Are there any wordpress plug ins that I should be looking at?
    I have all the regular SEO ones, such as All in One and Yoast.

  14. Though from the last three month i was getting a lots of visit using mobile phone and never ever though to change the way my site look or behave on mobile phone.

    Your guide has now forced me to think again and optimize my site according to mobile user. A great guide. Thanks a lots for this lovely tutorial.

  15. Thanks for the great tips Neil. Mobile websites have started dominating the market. It is the right time to optimize our sites for mobile phones.

  16. MObile search is still not so popular in developing countries.

  17. Really nice post Neil. Another commeter mentioned responsive web design instead of a mobile-only version. It can be much cheaper and much more manageable for small businesses. I think it’s a better option in most cases. Here’s the definitive article on this from Ethan Marcotte:

    http://www.alistapart.com/articles/responsive-web-design/

  18. Day by day you’re making me lazy Neil . . . but it’s the good kinda lazy. :)

    You compiling all this proof of the claim you’re presenting, then taking notes on key compelling arguments made on the claim and then sharing what to do now is saving me all the time it took you to gather and write this.

    You’ve saved me hours of research (aiding my laziness hahaha) so I can just go balls to the walls with the implementation.

    Thank you for helping me in this world of information overload Neil.

  19. I can see people buying small items on their mobile, but I can’t imagine them buying anything significant! Though it is definitely very important to have a well functioning mobile site.

    This is something I’ve yet to do!

    Steve

  20. Hi Niel,

    Do you know if WP touch will take care of the mobile aspect of the site in wordpress? Or one should go for responsive design?

  21. There is no doubt most of internet users are using their mobile to access internet and for online surfing. So if you haven’t created mobile version website and didn’t optimize it then certainly you’re going to miss huge organic traffic.

  22. Thanx for this update.
    I will also try to convert all my blogs to mobile sites. I already have a mobile site i.e. sites.google.com/site/sabkamalik1om .

    The problem is that when i run this site on desktop its ok, but when i run this on my mobile which is Samsung advances technology supported, is not able to downloading these audio files.

    Pl help me in this manner.

  23. Hello Neil,
    I not even optimised my website for mobile, but after your explanation, will try and make my website mobile friendly. Thanks for explanation.

  24. Hi Neil,

    Great summary of mobile SEO. Thanks for mentioning my Search Engine Land article on mobile SEO myths, as there is a lot of bad information out there on the subject that people who are new to the issue really have to try to avoid.

    Wanted to correct one error I found in the post. Bing’s Duane Forrester did come out with a strong recommendation for one URL for duplicate pages, but he didn’t recommend, as you say, that webmasters block mobile sites with robots.txt. In fact, what he said was, “Occasionally, it may make sense to keep some URLs targeted at specific clients (e.g. mobile devices), which you can opt to block from us via the usual methods (robots.txt, webmaster tools) or not,” really leaving it up to the webmaster to do what they think is best beyond those duplicate mobile pages. And Google, unfortunately, has given a number of positions on the subject, some of them seemingly contradictory, as I mentioned in my Search Engine Land column in November of last year: http://searchengineland.com/do-you-know-google%E2%80%99s-official-stance-on-mobile-search-seo-100350.

    The issue of one URL vs mobile URLs is an issue that is contentious in both the web design and SEO communities, but I agree that a hybrid solution is best. As I explained in Marketing Land (http://marketingland.com/responsive-web-design-isnt-meant-to-replace-mobile-web-sites-7949) and in my Search Engine Land column that comes out today, the “one URL to rule them all” mantra is really more catchy than helpful when it comes to mobile SEO. I detailed how to optimize a mobile site in Search Engine Land last month with this hybrid method (http://searchengineland.com/how-to-best-optimize-your-mobile-site-for-seo-112940) and will be going into detail at SMX Advanced this June, for anyone who is interested.

    Thanks again for a great summary! Happy to see others paying attention to the impact mobile is having on search and SEO.

    Best,
    Bryson

  25. Hi Neil !
    I haven’t added any mobile support for my blog nor did i took time optimize it.
    But i will give it a try:) and see if i get some good results in terms of traffic.
    Thanks for sharing …..

  26. There are a few good ones, but I would try postamigos. It’s actually pretty simple to use as well, and it’s powerful to get your blog listed there.

  27. So much to learn in this SEO world. Only recently i realized that my blogs had a specific ranking number for the google mobile search engine. I still have no idea about the tools to use to make my blogs mobile friendly. What is it postamigos??

  28. That was an awesome read! Thanks for putting up a comprehensive article for optimizing mobile sites! It has been of great help as a reference!

  29. I read this whole thing on my iphone ;)

  30. Fascinating article. We have been ignoring the idea of making our site mobile-friendly, but I’m starting to see that our log files are filled with people coming to the site on their iPhones.

    A year ago, I think I wouldn’t have even thought of it, but now I’m starting to see that we had better get a mobile version happening right away. Thanks a lot for this article.

  31. Very informative post but still leaves much to be answered. One of the things I love and hate about this job is there are very few constants.

    Some of my questions: how does the significance of mobile seo alter with sites that are providing services vs products?

    Given that mobile search is rising so explosively, if a site is not optimized for mobile, will that eventually harm optimization on desktop devices or just limit exposure on mobile?

    In my very limited experience with mobile search, my summations are that so long as you are regularly putting out content and your desktop site is optimized and authoritative, then ranking well on mobile search comes down to the traditional on-page factors, having mobile redirects and quick page loads/deferred parsing.

    Great post though, I’m relatively new to the industry and your blog and finding some great material that I plan on consuming over the coming months.

    Marc.

    • 1. Mobile SEO shouldn’t change your product or service offering… other than making them mobile compatible. You can also have a mobile site so it doesn’t affect normal web users.
      2. It should only hurt mobile rankings, not web.

  32. Great blog and tips. People can no longer ignore that mobile internet consumption continues to grow. I read here http://onlinemarketingandconsulting.com/increasesaleswithmobiledevices/ that by 2014 more people will get info from mobile than regular internet.

    Do you think it’s more important to focus on traditional website design or mobile?

  33. Mobile traffic is definitely the future of Internet. This is pretty good guide how to optimize your site for mobile traffic.

  34. Haven’t launched a proper mobile version of my website yet but these tips will be helpful when I do

  35. dont you have to build new backlinks for your .mobi site? its like double the work

  36. well,
    it has been seen that many people have started to search using mobile phones so we have to make our website look good for mobiles.
    Thanks

  37. Hi,
    Nice post Mobile traffic is definitely the future of Internet its true. Really helpful for our business.
    Thank you.

  38. hey neil,
    The topic of discussion is awesome. the next tense will be of mobile indeed. i really liked the article and all the explanations.

    Thanks.

    Matt

  39. Neil,

    Could you please provide me with the exact page for the following 90% conversion plunge quote on ZMOT? I’ve hunted through the different pages with a search and I’m unable to find it.

    “In fact, according to Google’s Zero Moment of Truth, a drop to the first position can result in a conversion plunge of 90% or more!”

    Best,
    Jey

  40. Hi,
    This was a helpful ideas to optimize my mobile site. Good to know.

  41. Mobile optimization is necessary these days as most of the users surfing the websites over mobile than desktop machines. Create Mobile Website

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  43. I have two general areas for questions about SEO for mobile sites.

    (1) Meta Tags – How important are the meta tags, especially the meta title, and are the meta tag character limits the same as in traditional SEO? For instance, do the mobile-bots read meta tags which are longer than the (Google) standard 60 characters which show up in the meta title tag?

    (2) Linking – It seems you may have implied the answer to this in your article. But I wanted to be sure. Since space on mobile sites is limited, do you think linking from a mobile site using hyper-text keywords to topic areas on a desktop site a good idea from an SEO perspective?

    Thanks.

    • Meta tags are very important for spiders to pick up your key terms. In regards to linking there are many strategies that are different for mobile seo; but the basics remain the same. So in a nutshell both are important!

  44. Wow that was odd. I just wrote an incredibly long comment but after I clicked submit my
    comment didn’t show up. Grrrr… well I’m not writing all that over again.

    Regardless, just wanted to say superb blog!

  45. Thanks for this post Neil, great tips! Also, if you really want your site that can be used across all mobile devices, jQuery Mobile is a great framework to use.

  46. With havin so much content do you ever run into any problems of plagorism or copyright violation? My blog has a lot of completely unique content I’ve either authored myself or outsourced but it looks like a lot of it is popping it up all over the internet without my authorization. Do you know any ways to help prevent content from being stolen? I’d truly appreciate it.

  47. Woah! I’m really digging the template/theme of this site. It’s simple, yet effective. A lot of times it’s tough to get that “perfect balance” between superb usability and appearance. I must say that you’ve done a superb job with this. In addition, the blog loads extremely quick for me on Safari. Excellent Blog!

  48. neil sir thanks for shareing this great article.
    few days ago i visited i a company that offers mobile site seo but i did not cleared my interview because i did not know about mobile site seo
    thanks for sharing this great article

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