If your lead generation and SEO efforts are still desktop-based, you’re way behind the signs of times. Mobile usage is slowly but surely claiming the throne from consumer PCs, and the evidences just keep getting bigger.
People no longer have to boot their computers to do a query on Google; they can do that on their mobile devices. But tablets and smartphones are not limited to regular people – even business buyers are apparently part of the revolution. And for a Business-to-Business (B2B) marketer, you have to respond to that challenge.
Hence, SEO has crawled into the realms of mobile. Not everyone is on it yet, and most are just beginners. In his mobile marketing column at MarketingLand.com, Bryson Meunier, Director of Content Solutions at Resolution Media, shares 5 to-dos to help you initiate a mobile-based SEO campaign:
1. Read a Mobile Marketing Book
Books are only so helpful for a field that’s evolving so rapidly, as they can become outdated quickly. Still, there are some great published resources for those who want to get started in mobile search but don’t know where to start.
Google’s Mobile Playbook, by Jason Spero, is one of the best, and it has recently been updated for 2014. It contains best practices and case studies to inspire your own mobile marketing efforts, and a section for growing your organization to adapt to the new mobile reality.
2. Understand Your Mobile Searcher
The first thing many people do when doing mobile SEO is choose a mobile site configuration (i.e. responsive vs. adaptive vs. dedicated mobile site), but they should be figuring out what their users want first.
Get an edge on your competitors by understanding what mobile searchers who visit your site want, and give it to them with your content.
3. Secure Budget for Mobile SEO
The budget necessary to do mobile SEO depends entirely on the type of organization you have and the type of agency or consultant you’re looking to hire.
But if you’re looking to do mobile SEO, there’s only so much that you can do on your own with no budget. If you need approval to secure the budget, get it now before another banner year for mobile marketing passes you by.
4. Make Your Content Mobile According To That Mobile Searcher’s Needs
Once you understand your searcher, you’ll know which direction your mobile site configuration strategy should take. Have a blog, news or information site where your searchers are looking for information? Go responsive.
But if you decide based on understanding your searchers’ needs, you will not be able to make a mistake on this point.
5. Verify With Google Webmaster Tools & Run Mobile Crawl Errors Report
Whether your mobile site is a dedicated URL, adaptive or a responsive site, you must verify with Google Webmaster Tools and run the mobile (smartphone and feature phone) crawl errors report.
Smartphone Crawl Errors Report in Google Webmaster Tools gives you errors Google sees that are frustrating mobile searchers. Regardless of whether you have a mobile site, use the report to identify those errors that make the mobile user experience so terrible. Fix them regularly and you’ll be a lot better off in mobile search than those people who claim the best mobile SEO strategy is not to have a strategy.