Google and mobile seo

Guidelines on Google and mobile seo

We are all aware that in the next few years spending for mobile marketing, including SEO, will double.

We are moving to a world where everything will be mobile. That’s right, mobile. SEO also needs to adjust to this trend if it wants to survive. This is not just a note to the SEO practitioners and experts but also to the search engine companies.

Google & mobile SEO

According to an article in searchengineland.com, Google has already taken a clear stance on mobile SEO. Finally they spoke of the guidelines and other details on what should be the ideal approach in doing it the mobile way.

These are the ones that are on top of Google’s list when it comes to what an ideal site should be:

  • sites should use responsive web design
  • sites that dynamically serve all of devices in the same set of URLs, however each URL should have different HTML (and CSS) depending on the type to whether it is a desktop or a mobile device
  • sites that have separate mobile and standard desktop designs

Let’s explore these.

What is responsive design?

In this approach, CSS3 media queries are used, which alters how the pages appear on mobile devices. So Google recommends this because it makes it more easy – one content, one URL, and one HTML (that uses CSS media queries).

How about the device-specific HTML approach?

When you want to use this, it is better to use the Vary HTTP header in order to tell the search engine that there is a change in the CSS and content based on the useragent.

This command is used to guide the GoogleBot in order for it to identify that there is a change in the useragent. Thus, the bot can identify which one is mobile and which one is the standard desktop site.

There are actually two sub – approaches when using different HTMLs:
using the same URL – HTTP Vary Header for GoogleBot Smartphone to crawl the site
using a different URL – rel=alternate on the desktop version & use a canonical on the mobile version

To guide mobile sites developers and SEOs, there is a developer site allotted to discuss the issues regarding this.

Why go mobile?

We also need to go back again from the start and ask why develop our mobile-site-capabilities? Just imagine the number of devices being sold every year. Most of these are mobile.

According to MarketingSherpa’s 2012 Search Marketing Benchmark Report – SEO Edition, in 2011, spending for mobile advertising has surpassed that of email and social media. Furthermore by 2016, the total amount being spent for mobile marketing will reach $8.2 B. Purchasing online is much more easier and 47% bought stuff online.

It looks like we are heading there (or….already there).

One new report released by the Interactive Advertising Bureau states that ad revenue already hit $8.4 B in the first three months of 2012. This is higher by 15 % compared to the data from the first quarter of 2011 – $7.3 B.

Practically-speaking, there is also a proliferation of mobile devices- the main reason why mobile SEO is becoming more of a reality. The phones and other mobile devices make it possible.

One article in techcrunch.com mentions that the total number of mobile devices will exceed the world’s population this year. It’s based on the report released by cisco.com, which also points out to the drastic increase in data usage.

It can help?

Not all agree with the potential and current use of mobile devices in marketing. According to a study by
Strongmail entitled 2012 Marketing Trends, business leaders can’t really agree on the benefits of mobile marketing.

Most believe that it can help their business by expanding their customer base & build loyalty (35%), expand their reach (29%), and build customer awareness (28%).

But 7% of the respondents believe that mobile marketing has no value in their campaign.

Closing thoughts

A few years from now, SEO for mobile devices will be a trend. To get ahead of the competition, it is better to make the changes now and optimize your mobile sites. No wonder why more and more companies are working their way into the mobile marketing world, other than advertising through the standard channels and the standard desktop sites.

Google has really something to say in any of the changes in the web. With regard to mobile web sites, what ever the giant says need to be taken into account, seriously.

Ric is a blogger who loves to explore and write about different topics. Find more of his posts at Divorce Wellington and Divorce Boca Raton.