It couldn’t be ignored for much longer. Addressing mobile search engine optimisation was inevitable. But to what degree would SEO companies have to optimise their content for off-desktop usage? In this post I’ll be looking at the passing of a patent application by Google, predicting a greater focus on mobile pages/versions in mobile search results moving into 2013.
It what was a recent milestone for the Search giant, Google had its patent for Blending Mobile Search Results approved by the United States Patent and Trademark Office. The guys at Search Engine Land gave a good rundown of some of the most notable topics and here’s how these key points will impact the world of search marketing:
- Search result quality scores for mobile devices are generated by different scoring formulas to scores relating to generic (desktop) search results. This is a clear indication that it’s time we acknowledged that generic search engine results are different to mobile search engine results.
- The search query is identified as a mobile query based on one or more terms in that query. So Google interprets whether your search is of a mobile or generic nature based on a couple of your keywords. Even if you’re not too confident in this capability, Google does also have access to your user agent as extra insurance.
- A mobile query will be directed accordingly to the mobile search engine by the search service, which confirms the fact that there is a separate index for both generic and mobile search queries.
- Perhaps the most significant point that this patent addresses is that – aside from just having a dedicated search engine for mobile and generic queries – after being indexed accordingly, mobile pages will be given priorities on the mobile search engine.
Maybe you’re a search marketing agency who has been putting off an expansion into mobile–specificsearchengine optimisation. If this is the case then this development should serve as a call to action. Statistics revealed that mobile search received a 20% share of all search last year – that’s a solid chunk of pie chart you could be missing out on.
The diagnosis is not all doom and gloom, but what about the prescription?
- Maintain a rigorous exercise of keyword adjustment for mobile-focussed queries and work on developing individual URLs for desktop and mobile sites.
- Administer a healthy dose of mobile site development that creates a clear link between desktop and mobile site.
- Consider reconstructive surgery to make the site more attractive by including social sharing functions, concise, engaging content and clear contact details.
Follow this course religiously and in the next few months you should experience positive results.