Understanding optimisation for mobile devices
It can help understanding if mobile SEO is looked at in historical perspective. Many articles have been written urging people to get on the mobile search engine optimisation wagon, but not enough of them have shown the complex way in which the changes have developed. This lack of information has arguably helped a few of those people who have been reluctant to get involved with mobile. Some still argue that the device on which search is being carried out does not give significant enough clues as to what a user wants. As devices become even more varied, the situation is becoming increasingly complicated, but the need for mobile-focused optimisation remains.
A brief look back
Experts have been making predictions about the future of mobile for several years. Those who said that smartphones were going to transform the nature of search have been vindicated by events. However, it would seem that the trend has even further to go. Other experts pointed out that users may be searching on a wide range of devices. Their vision has also come true. Some consumers are using devices which are considered mobile, but not necessarily pocket-sized. These devices may be used in the domestic environment more often than conventional mobiles. Some are primarily utilised for entertainment and shopping, but seldom taken from the home.
Is it a tablet or a smartphone?
There are now devices on the market which do not seem to fit neatly into the categories of tablet or smartphone. Many of these devices have elements traditionally connected with both of the categories. These combined devices might prove very popular with users. How they will be employed by users may vary significantly from device to device. This may make it more complicated for those looking at what users are after. It may soon be the case that users are searching from an even greater variety of devices. Nor can it be overlooked that we all use our smartphones at home; not just when we are out and about.
Responsive design and adaptive content
The way forward is often to adapt responsive design. This means that a site should be able to be viewed by a range of different device types. Google has done research which outlines other guidelines on how best to take things forward. As users behave differently on different devices, it is important to offer them specific shopping experiences. It is also recommended that conversion goals are adjusted to match the different consumer habits on the various devices. Mobile search is, and will be, different from tablet and desktop search. Strategy must reflect this.
The local approach
It is also true that the mobile revolution has had implications for the scale of various activities. To get the most out of mobile, attention must be given to the local scale. Many local businesses can do well from mobile campaigns. A user might or might not make a purchase from their mobile device, but a mobile campaign can persuade them to take an interest in a local service or product.
