Mobile SEO
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Mobile SEO

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Get a clear understanding of the fundamental principles of mobile SEO, paying particular attention to the factors impacting mobile ranking, the key building blocks that need to be put in place in ...

Get a clear understanding of the fundamental principles of mobile SEO, paying particular attention to the factors impacting mobile ranking, the key building blocks that need to be put in place in order to ensure efficient and effective mobile SEO.

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Mobile SEO Mobile SEO Presentation Transcript

  • 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
    • Mobile search & results
    • Search formats
    • Site accessibility
    • 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
    © 2008 AccuraCast Limited
  • Advantages Of SEO
    • Targeted Traffic
    • Increase brand visibility
    • High Sales and ROI
    • Faster, smaller pages
    • Longer term positioning
    • Cost-effective
    © 2008 AccuraCast Limited
  • 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 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
  • Changing Face of Mobile Search
    • Text Local & Image Audio Video
    © 2008 AccuraCast Limited
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • Thank You! Farhad Divecha Director, AccuraCast [email_address] Phone: 0800 019 6813 © 2008 AccuraCast Limited