This document discusses a common misconception in mobile SEO. It explains that mobile search results are often just desktop search results rendered on a mobile device. This is because search engines like Google rely on existing links and signals from the desktop site to rank mobile sites. It recommends using responsive design so the same URLs serve all devices with different CSS, linking to the main site for ranking signals, and following onsite SEO best practices on the main site to rank well in mobile search.

1. Mobile SE0
Nick Garner: CEO SearchWorks
10 minutes to explain one of the biggest
misconceptions in Mobile SEO

2. Scenario 1: Desktop Search
SERP 1: site-A.com
SERP 2
SERP 3
SERP 4
SERP 5
SERP 6
SERP 7
SERP 8
SERP 9
SERP 10
Desktop Search
Desktop
Browser
Desktop Site

3. Scenario 2: Mobile Search
SERP 1: site-B.com
SERP 2
SERP 3
SERP 4
SERP 5
SERP 6
SERP 7
SERP 8
SERP 9
SERP 10
Desktop Results
Mobile
Browser
Redirected To Mobile
Site

4. Links = Votes
More Good Votes = Rankings
SERP = Search Engine Ranking Position
Internet
Web Site:
site.com
SERP 1: site.com
SERP 2
SERP 3
SERP 4
SERP 5
SERP 6
SERP 7
SERP 8
SERP 9
SERP 10
Desktop Search
SERP 1: site.com
SERP 2
SERP 3
SERP 4
SERP 5
SERP 6
SERP 7
SERP 8
SERP 9
SERP 10
Mobile Search

5. Few Links
Not Enough Good Votes = Poor Rankings
SERP = Search Engine Ranking Position
Internet
Web Site
m.site.com
SERP 1:
SERP 2
SERP 3
SERP 4
SERP 5
SERP 6
SERP 7
SERP 8
SERP 9
SERP 10: m.site.com
Desktop Result
SERP 1:
SERP 2
SERP 3
SERP 4
SERP 5
SERP 6
SERP 7
SERP 8
SERP 9
SERP 10: m.site.com
Mobile Result

6. Most often there are not enough 'voting signals' to mobile sites
for Google to work off to get solid results.
Users don't link to mobile sites, they link to the main brand site.
Therefore Google ranks off 'desktop'.
Google Needs Solid Signals

7. Link build to your main site!
Follow 'traditional' Onsite SEO practices on your main site!
How to Rank

8. Responsive Design: Sites that serve all devices on the same set of URLs, with each URL
serving the same HTML to all devices and using just CSS to change how the page is
rendered on the device.
How Google Likes It: First Choice
Desktop browser
www.site.com/apples
Mobile browser
www.site.com/apples
Lovely Apples Lovely Apples

9. Sites that dynamically serve all devices on the same set of URLs, but each URL serves
different HTML (and CSS) depending on whether the user agent is a desktop or a
mobile device.
Second Choice
Desktop browser
www.site.com/apples
Mobile browser
www.site.com/apples
Lovely Apples Lovely Oranges

10. Sites that have separate mobile and desktop URLs. This is how so many transactional
sites work.
3rd Choice
Desktop browser
www.site.com/apples
Mobile browser
mobile.site.com/oranges
Lovely Apples Lovely Oranges

11. Many sites that have separate mobile and desktop URLs...
Amazon
Google Desktop Query : https://www.google.co.uk/search?q=art+of+seo
Desktop SERP: http://www.amazon.co.uk/The-Art-Theory-Practice-OReilly/dp/0596518862
Mobile SERP: http://www.amazon.co.uk/gp/aw/d/0596518862
Ebay
Google Desktop Query : https://www.google.co.uk/search?q=ebay+buy+phone+battery
Desktop SERP: http://www.ebay.co.uk/sch/i.html?_nkw=lenovo+s205+battery
Mobile SERP: http://shop.mobileweb.ebay.co.uk/searchresults?cmd=SKW&kw=lenovo+s205+battery
Wikipedia
Google Desktop Query : https://www.google.co.uk/search?q=london
Desktop SERP: http://en.wikipedia.org/wiki/London
Mobile SERP: http://en.m.wikipedia.org/wiki/London
3rd Choice

12. Questions? Nick.
Garner@SearchWorks.eu
Mobile SEO: It's 'desktop' results,
on mobile.
You have a 'free pass', so take
this opportunity and get on with
future proofing your site by
building it using responsive
design.
Finally