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One of the best ways to develop an effective mobile search campaign is to be “a search psychologist;” you have to look at search the way your consumers do, with limited resources and limited time, according to Adam Riff, SVP of digital strategy with MediaWhiz.
That was just one of many tips he shared during his 20-minute presentation, Mobile and the New Era of Search Marketing at the Search Marketing Expo East conference in New York City. Riff gave some insight and tips on how to make sure your brand is doing the most effective SEO it can in order to beat out your competitors.
Think like a mobile user
When creating mobile content, everything needs to be shorter and written in key words, according to Riff. Searching with Google or Bing on a smartphone is completely different than searching on a desktop, Riff said. Not only are mobile searchers using shorter phrases but their searches tend to be much more localized in nature.
It’s also important to note, Riff said, that “it is very likely that when someone is using a [smart]phone, they will use Google autocomplete because they do not feel like typing.”
Think social first, mobile second
Just about everyone is in possession of a smartphone lately, and as Riff points, they are more likely to stay connected on social media sites like Facebook and Twitter. Because of this, he said, it’s very important to make sure that all mobile sites have social media links embedded on every page.
By adding social media links to your mobile sites, Riff said, it will increase exposure to your company, increase site traffic and boost user engagement.
When it comes to developing your message, Riff said, the first thing to realize is that a smaller screen requires flexible and effective copy. He also noted that web developers should consider designing vertical menus since they “make mobile browsing easier for consumers to use.”
Develop to scale, don’t scale to fit
Scaled down sized do not work, Riff said,you need to create a mobile site all its own in order to be successful. Many of the more popular and highly trafficked sites, he said, are so because they have fully developed versions of their website in a mobile platform.
Erin Lynch is the associate editor at Multichannel Merchant. Erin can be reached at 203-358-3755 or by emailing her at firstname.lastname@example.org. You can also follow her on Twitter at @LynchMCM or on LinkedIn.