As technology and the way that we use it continues to evolve, it is important that we make the changes with our own optimisation, to ensure that we’re still generating positive results, no matter what changes come our way.

So when employing SEO techniques, why is it important to adjust to these smartphones, and how does it differ from desktop SEO?

One major change that has occurred in the digital landscape in the past five years has been the prevalence and rise in popularity of the Smartphone. In only the past two years the percentage of adults with Smartphones has risen by over 20%, from 35% to 56%. Needless to say, their popularity is becoming an integral part of the digital and media landscape.

With an increase in Smartphone sales comes a change in our people are using accessing and using the Internet. While once it was the norm to access it solely from desktop computers, and then through laptops, now it is the norm to use the Internet is everyday life through Smartphones and tablets.

Statistics show that Smartphone penetration will grow to 70% by the end of 2013 for online Australians, and whether we like it or not, online businesses will need to think about adjusting to capitalise on this.

So what are the differences between mobile and desktop SEO?

First, there are the obvious differences that each of us notice between when we use our phone and when we use our laptop. Loading time is slower, graphics may not be as sharp, and we have to scroll down and across to see more of the overall site. But these are all solely physical attributes. Instead, the SEO aspects, including Google rankings, are important to consider when creating your mobile website.

Currently, mobile search results on Google are the same as those found on desktop, but recently Google announced that this was going to change. Now, websites that fail to cater to mobile users will have their rankings decreased, while those who have implemented mobile strategies will become promoted. Therefore, it is important that your website caters to the requirements that Google has put in place, to make sure that you’re not missing out on potential rankings.

To be sure that you’re following the right steps to making your website SEO-mobile friendly, consider the following three aspects; mobile SEO architecture, mobile SEO relevance and staying user-friendly.

Mobile SEO Relevancy

Keyword Research:
How people search for things on their phone often differs greatly to how they would search for it on their computer. This is due to where they may be physically located at the time of the search, time restrictions or a wish to be more concise. Your mobile website’s structure, content and, in particular, keywords, should reflect this.

While common sense will help you in this aspect, it is also important to do research to determine what people are looking for on your website, and how they would go about searching for it through their mobile device.

Content:
Content should be simple, to the point and concise. People who are searching for something specific on their phone are much less likely to have the time to scroll through unnecessary information or jargon to get to what they need. Keep users happy by only including the bare necessaries on your mobile site, so that the important information can be located quickly and easily.

Be User-Friendly

Load times:
It’s even more frustrating, then on a computer, when a much-needed page won’t load on your Smartphone. Particularly when it’s information you need straightaway, such as a flight schedule, or the time of the next train.

Due to downloading restrictions that many people may have on their Smartphones, people won’t have the time or patience to wait for a slow-loading site. Keep this in mind and try to include features that are quick to load; not only will this increase your rankings on Google, but it will help to satisfy users.

High Bounce Rates:
Determine whether your mobile website is meeting users’ needs by analysing the bounce rates (how quickly someone leaves your site). If it seems too high, and a lot of people are leaving your page straight away, then re-assess what content you have included and adjust as necessary.