It’s 96 degrees F in New York. The dotMobi team is out in force for the Mobile Marketing Forum starting later this morning. Your jet-lagged correspondent was up bright and ridiculously early with a complimentary copy of USA Today.
The cover story: “Are Google and Yahoo Dinosaurs? Many on the hunt for a way to cash in on wireless search.”
That’s right, we’ve just published the latest in our series of ‘best practice’ papers and this time it’s on the thorny issue of mobile SEO.
Go get it now. It’s jam-packed with 20 or so pages on the following things:
According to Google's research, the average query on it’s Mobile Search is 15 characters long, but takes roughly 30 key presses and approximately 40 seconds to enter. This means that search engines don't have a lot to work with when tasked with providing the user with an experience that roughly equates to the quality of desktop search.
If your .mobi site has usability problems wouldn’t you like to know about them before your target audience does?
Of course you would. That’s why we invented ready.mobi, the free testing tool that evaluates mobile-readiness according to industry best practices & standards.
All you do is visit ready.mobi, put in your site’s URL, and (as our friends in the UK like to say) “Bob’s your uncle”.
If good web writing is good writing boiled for forty minutes on high, then good mobile web writing is leaving the copy on the stove overnight.
That concentrated stuff on the bottom of the pot? That’s what mobile users want when they’re on the go.
A few tips for writing better mobile web copy:
Cut to the chase.
If you can’t write the copy on your hand, rewrite it.
Be goal-directed (your users are).
Mobile marketing isn’t rocket science. But there’s one thing you probably ought to know about: mobile websites and pages that look great on one device might crash and look awful on another.
It’s a fact of life for mobile marketers but, as you’re about to see, there’s no need to panic.
Device diversity: a marketing challenge
The people who develop mobile applications and websites used to only think about the limitations of the mobile device. Small screen. No proper keyboard. No mouse.
Today, mobile developers and marketers have woken up to the idea that the mobile handset is not a disabled device, it’s a differently-abled device.