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

Name: Farhad Divecha

Position: Director

Company: AccuraCast

Skills: SEO, PPC, Mobile SEM, SMM

Work:

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 Mobile search & results Search formats Site accessibility Mobile SEO © 2008 AccuraCast Limited – Search Engine Optimisation, Paid Search Advertising , Mobile Search & Social Media Marketing

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

Mobile search & results

Search formats

Site accessibility

Mobile SEO

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 © 2008 AccuraCast Limited

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 © 2008 AccuraCast Limited

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 2 nd search results page 2.0 queries per session on mobile 1.7 clicks per query on mobile 10.4% go to 2 nd page Source: Google – Deciphering Trends in Mobile Search, M. Kamvar & S. Baluja © 2008 AccuraCast Limited

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 2 nd search results page

2.0 queries per session on mobile

1.7 clicks per query on mobile

10.4% go to 2 nd 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 © 2008 AccuraCast Limited

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 © 2008 AccuraCast Limited

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 © 2008 AccuraCast Limited

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 © 2008 AccuraCast Limited

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 © 2008 AccuraCast Limited

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 © 2008 AccuraCast Limited

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! © 2008 AccuraCast Limited

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!

Things You Should NOT Do 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 © 2008 AccuraCast Limited

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

Things You Should NOT Do 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 © 2008 AccuraCast Limited

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 Divecha Director, AccuraCast [email_address] Phone: 0800 019 6813 © 2008 AccuraCast Limited