Mobile SEO

Phone: 0800 019 6813www.accuracast.com

Mobile SEO

by

Farhad Divecha

© 2008 AccuraCast Limited


Introduction

Name: Farhad Divecha Position: Director Company: AccuraCast Skills: SEO, PPC, Mobile SEM, SMM Work:

© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing


Contents

Get a clear understanding of the fundamental principles of mobile SEO, the factors impacting mobile ranking and the key building blocks for mobile SEO

1. Mobile search & results

2. Search formats

3. Site accessibility

4. Mobile SEO

© 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising, Mobile Search & Social Media Marketing



Search Engine Optimisation

What is search engine optimisation?– Search engine optimisation (SEO) is a marketing strategy that

refers to all activities including designing, writing and coding a site with the intention of enabling search engines to index it and rank it higher for relevant keywords.

Why SEO ?– Zero cost per click

– Increased visibility (>75% visitors click organic)

– Without optimisation, a site will be more than likely lost among the thousands of other mobile sites



Advantages Of SEO

Targeted Traffic Increase brand visibility High Sales and ROI Faster, smaller pages Longer term positioning Cost-effective



Mobile Search v Desktop Search

Mobile search queries mimic desktop Searchers use the same number of keywords, on

average, per query – 2.45 v 2.56 on mobile and 2.64 on PDA

Mobile users perform fewer searches per session, click through less and are more likely to go to the 2nd search results page– 2.0 queries per session on mobile

– 1.7 clicks per query on mobile

– 10.4% go to 2nd page

Source: Google – Deciphering Trends in Mobile Search, M. Kamvar & S. Baluja


Mobile Search Results

Shorter headlines & snippets Only 2-3 results above the fold Sponsored links at the bottom Layout of search results varies on search engines Universal search used on all except Ask.com mobile



Changing Face of Mobile Search

Text Local & Image Audio Video



Search Engine Accessibility

Mobile mark-up languages Correct HTML headers Mobile site map Spider-friendly links Page content User input Mobile site submission



Optimising HTML Headers

Write short, concise title tags– 60 character maximum (including spaces)– ~38 characters shown

Provide short, accurate description tags– 250 character maximum (including spaces)– ~85 characters shown



Optimising Content

Design for low-end phones URL structure simple yet descriptive Use concise, yet descriptive text Always provide alt text with images Provide text-based links Use descriptive anchor text in links Build targeted pages Use semantic structure to highlight text



Building Trust

Provide valuable content Update content regularly Add fresh content regularly Link to your mobile site from your main site clearly Obtain links from other relevant sites to your site

– Links from mobile sites preferred

Maintain content and links



Things You Should NOT Do

Don’t hide text Don’t use purely dynamic URLs Don’t block mobile search spiders Don’t redirect pages unnecessarily Don’t stuff keywords in alt text Don’t stuff keywords in hidden divs Don’t stuff keywords in meta data Don’t stuff keywords in links Don’t stuff keywords in the text!




Don’t link to bad neighbourhoods Don’t link to irrelevant sites Don’t buy links just to boost PageRank Don’t sell links to irrelevant sites without “nofollow” Don’t buy site-wide links Don’t over-use reciprocal link exchanges




Don’t create long URLs Don’t overuse JavaScript Don’t dilute keywords Don’t duplicate content Don’t target irrelevant keywords Don’t over optimise



Thank You!

Farhad DivechaDirector, AccuraCast

[email protected]

Phone: 0800 019 6813


Business

Mobile SEO