Mobile Websites (Mobisites), Mobile Web Standards and Mobile SEM

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Mobile SEO

Those who have spent time doing traditional Search Engine Optimisation (SEO) will know a thing or two about how to build site and create content in such a way that search engine spiders can easily access, navigate and disseminate it.

This index of information is then used to create Search Engine Results Pages (SERPs) in reply to user search requests. By performing keyword research, you can see what terms Web users are already using in their search requests and cater to their needs.

Depending on the keyword research tool used, one can break down the research into mobile users, locations and other categories to gain a better understanding of the ‘search psychology’.

So, in order to increase the relevance of your website, there are a few important things to consider:

  • Extensive keyword research
  • Incoming links
  • Links between internal pages
  • Continual content creation Optimal keyword usage

Keywords should be used in:

  • Page headlines, sub-headings and body copy
  • Contextual links between pages
  • Image captions, properties and filenames.
  • URLs

While the mobile Web may not rely as heavily on search engines for navigation or browsing as the conventional Web, there is still much need for site optimisation.

With limited bandwidth, impaired navigation and text entry, creating and optimising unique landing pages can help attract traffic and conversions on the task-driven mobile Web. Mobile users don’t want to wade through pages and pages to find the information they need, but provide the direct link on the SERPs and you could be in business.

Human assisted search services such as Any Question Answered 63336 (AQA6336) in the UK have proved effective in the mobile world. Much like a directory service, operators are posed a question either onsite or via SMS. They then find the answer and send the response in the shortest time possible.

It’s imperative to create a site that search engine spiders can read and stick to the conventional methods if ever in doubt. Supply the relevant information on a website tested for errors, faults and flaws and you have a good chance of generating more traffic.

A few mobile search engines:

Mobile PPC

Pay Per Click advertising (PPC) is a great way to run an effective advertising campaign at a low cost. Flexible and functional, PPC advertising has great potential for Return on Investment (ROI).

Google AdWords is the most popular platform for conventional PPC management, providing sponsored results to user’s queries. But mobile or otherwise, if users click on your advert and don’t complete the goal, your conversion rate will suffer and you’ll soon see your ROI decreasing.

Mobile Google AdWords is available, allowing ads to be displayed on the mobile content network as well as in search results. You’ll need to opt in if you’d like your ads to appear on the mobile content network, displayed on mobile websites. Mobile images are also not shown in the search results.

Search engine spiders index the pages before they are displayed, and are allocated a Quality Score. This score determines advert rankings, pricing and other variables, so it’s best to combine solid SEO tactics to create relevant content on a stable site.

Like traditional ones, mobile PPC ads contain two lines of text, followed by your URL or even a click-to-call. Image ads are also available, but like all PPC ads, that are displayed on mobile websites, the publisher has to run the program.

Advanatges of Mobile PPC:

  • Cost effective
  • Provides the user with the relevant response
  • Convenience of click-to-call (also known as Pay Per Call)
  • Convenient reporting and performance analysis
  • Same pricing, display and management structures as traditional PPC (daily budgets, analytics etc)
  • Popular keywords may not be as competitive (and expensive) through Mobile PPC
  • Ads displayed on top and bottom of search
  • Can target by network provider and other geo-targeting methods
  • http://www.google.com/m/adpreview allows you to see what your ad will look like

Disadvantages of Mobile PPC:

  • AdWords ads not displayed in all countries, but international campaigns are available
  • URL and destination page need to be approved
  • Click to call conversions (called received and completed) untracked
  • Click-to-call phone number must be located in the targeted country
  • Mobile ads may not show if the user is using an advanced browser (E.g. iPhone or other smartphone)

Further Discussion

  • With your brand terms, make a ‘wish list’ of domains to register
  • How can solid SEO compliment your PPC campaign?
  • What is the single most important piece of information for the average user on your mobile site?
  • How would you inform your desktop users of your .mobi site?

Case Study: Sony Ericsson c902 Cyber-shot™

In order to promote the c902 Cyber-shot™, Sony Ericsson first needed to inform the public about the new camera-centric mobile handset through an integrated marketing campaign.

With the help of Ad.IQ mobile response company (formerly TXT4) and a digital agency called Iris Experiential Advertising and Marketing Agency, a .mobi site was created as a reference point for the audience.

The campaign was promoted outdoor, on television and in print, and a Common Short Code (CMC) and strong call to action were provided to convince the interested public to request more information.

Branded Sony Ericsson c902 Cyber-shot™ banners were also displayed on four network service provider portals, linking through to the .mobi site.

The Mobile Site
The site (uk.sonyericsson.mobi/c902/) was kept simple and straightforward to provide the audience with an image of the phone, the key features (such as Face Detection and BestPic™) and a store locater.

After entering their postal code, the store locator provided information on the nearest retailer, while those who received the WAP push message could use the ‘Locate Now’ button to easily identify their closest stockist.

“We already had the media in place to effectively promote this exciting new handset to our target market, so adding a direct response element such as this is almost a no brainer. No extra media cost, and minimal production, all to allow consumers to almost instantly take their awareness and interest a stage further,” says Digital Marketing Manager at Sony Ericsson Mobile Communications of the UK & Ireland, Paul Fitzpatrick.

The mobile site was particularly inexpensive to create and manage, and received a large volume of traffic (3000 clicks from the banner on the ‘3’ website alone). The success of the store locater page to the total .mobi site traffic proved profitable for the campaign as a whole.

What’s Up Next?

Chapter 7: Reaching a Mobile Audience

In previous chapters we’ve discussed the finer points of mobile such as connections, hardware, software and Mobile Marketing functions. Now it’s time for some fun.

In chapter 7, we’ll look at tools and tactics such as 2D codes, WAP push, geo-locationing and targeting to make contact and engage with consumers in ways only possible with Mobile Marketing.

References

AccuraCast  [May 17, 2006] Mobile Search Marketing
http://www.accuracast.com/seo-weekly/mobile-marketing.php
[Accessed on June 12, 2009]

ADV Media Productions [Date Unknown] Mobile PPC Search Management
http://www.advmediaproductions.com/mobile-ppc-search-management.html
[Accessed on May 20, 2009]

AdWords Help [Date Unknown] Mobile Ads
http://adwords.google.com/support/bin/topic.py?topic=8500
[Accessed on May 22, 2009]

BrainPulse Technologies [Date Unknown] W3C standards for Mobile Websites
http://www.brainpulse.com/website_designing_india/mobile-based-web-standards.php
[Accessed on June 17, 2009]

Bryson Meunier [November 3, 2008] Mobile SEO’s Guide to Mobile Keyword Research
http://www.brysonmeunier.com/how-to-do-mobile-keyword-research/
[Accessed on May 22, 2009]

Cameron Moll [Date Unknown] A Beginner's Guide to Mobile Web Development
http://mobiforge.com/starting/story/a-beginners-guide-mobile-web-development
[Accessed on June 12,, 2009]

Frances [August 2, 2006] Pay Per Click Goes Mobile
http://www.payperclickuniverse.com/blog.php?blog_id=62
[Accessed on May 23, 2009]

Google Checkout Developers Forum [July 2, 2007] Guidelines to Build a Mobile Website
http://groups.google.com/group/google-checkout-api-mobile/browse_thread/thread/e3f42b40f19ce167?pli=1
[Accessed on June 4, 2009]

Greg Sterling [May 26, 2009] Apps vs. Search: An Evolving Story
http://localmobilesearch.net/news/local-search/apps-vs-search-evolving-story
[Accessed on May 26, 2009]

Mobile Search Marketing [Date Unknown] Help! Mobile SEO
http://www.mobilesearchmarketing.com/
[Accessed on May 26, 2009]

Mobithinking.com [Date Unknown] Sony Ericsson and the c902 Cyber-shot™ launch. Launching a new phone into a crowded market is no trivial task.
http://mobithinking.com/showcase/driving-buyers-stores
[Date Accessed June 22 2009]

Search Engine Land [Apr 15, 2009] JumpTap Launches Advanced Mobile PPC Marketplace
http://searchengineland.com/jumptap-launches-mobile-advanced-ppc-marketplace-17528
[Accessed on June 4, 2009]

W3C [29 July 2008] Mobile Web Best Practices 1.0
http://www.w3.org/TR/2008/REC-mobile-bp-20080729/
[Accessed on June 8, 2009]



 

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