Optimizing for Mobile Search Cindy Krum Founder

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Optimizing for Mobile Search Cindy KrumFounder
CEO of Rank-Mobile
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• The Web has become so pervasive, so ubiquitous
  that it is fading into the background. It is
  becoming invisible. It just powers everything
  that we do and it is almost completely
  transparent In that we often dont even realize
  that were getting data or information from the
  Web. Its just how we do things. We just expect
  it to be there and work. Flawlessly, at all
  times.
• Jeremy Lockhorn
• Director of Emerging Media Video Innovation
• Avenue A Razorfish

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What is Different About the Mobile Web?

• Different Technology
• Simplified Rendering
• Smaller Screen
• The Platform is Robust
• More Personal
• More Interactive
• More Track-able
• More Immediate

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Where Mobile Search Happens

• On Deck
• Carrier Search Engines Usually White-Labels of
  JumpTap or Medio
• Rankings are Based on Submission, Payment
  Algorithm
• Off Deck
• Traditional Search Engines Google, MSN Yahoo
• Rankings are Based on the Mobile Algorithm
• In Mobile Apps
• Downloaded to the Phone
• Frequently Topic Specific Search

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Focus on Off-Deck Mobile SEO

• Traditional Local SEO Strategies
• Appropriate Site Architecture is Key
• To Rank Well You Must Render Well
• Clean Code is Key

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Traditional Local SEO Strategies

• Search Engines Look at Text Code
• Write Good Meta Data
• Submit to Local Directories, Mobile Directories
  Mobile Search Engines
• Provide Info Relevant to Mobile Users
• Give Bots Instructions
• Dont Rely on
• Embedded Images
• Objects
• Scripts
• Frames
• Flash
• Pop-up Windows
• Mouse-Over Events

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Appropriate Site Architecture is Key

• dotMobi is Rarely Ideal Off-Deck Mobile Search
• Not Preferred in Mobile Search
• Cumbersome Development Standards
• Limited Useful Life
• Bad for SEO (Mobile Traditional)
• Bad for Consumers

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Appropriate Site Architecture is Key

• Architecture Options that Dont Require a
  Separate Site
• Mobile Only Pages
• Subdomain (www.m.mysite.com)
• Subdirectory (www.mysite.com/m)
• Mobile/Traditional Hybrid Pages
• Dynamic Mobile Pages

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To Rank Well You Must Render Well

• There are Hurdles in Mobile Rendering
• Lots of Browsers
• Many Different Handsets
• Inconsistent Coverage

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To Rank Well You Must Render Well

• Stuff at the Top is More Valuable than Stuff at
  the Bottom.
• Columns of your Site will be Stacked.
• JavaScript AJAX will Display in Full.

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Clean Code is Key

• XHTML is Ideal
• Multiple External CSS
• Screen Style Sheet
• Handheld Style Sheet
• Better Crawl Faster Download

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Appendix
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Get Inbound Links from Mobile Traditional Sites

• 247mini http//clieuk.co.uk/247mini/247mini.html
  
• 4Info http//wap.4info.net/listCategory.do
• A1R for men http//a1r.mobi/
• A1R for women http//a1r.mobi/me/
• Alans Pocket Portal http//home.earthlink.net/a
  g3/pocketpc/
• Ask Mobile http//mobile.ask.com/
• Elghazi.com http//www.elghazi.com/mobile/
• Evmo http//www.evmo.com/Kevmo.aspx
• Film-TV.com http//film-tv.com/mobile.htm
• Five-alive http//pda.five-alive.com/
• HP iPAQ Mobile http//h18004.www1.hp.com/products
  /ipaqmobile/index.html
• iGloo http//www.igloo.mobi
• Junis Start Page http//www.kolumbus.fi/anders.r
  uohio/links/default.htm
• Locate It Online http//www.locateitonline.com/mo
  bile/
• MiniSphere http//sphere.mobicosm.com/
• MobiDock http//www.mobidock.com/LinkExchange.asp
  x
• MobiletopsoftPdaPortal http//pda.mobiletopsoft.c
  om/
• MyPocketStuff.com http//www.mypocketstuff.com/
  Netvibes http//m.netvibes.com/login.php
• News4Mobile http//www.news4mobile.com/

• PDA Home Page http//pdahomepage.com/
• PDA Hotspots http//www.wacklepedia.com/pdahotspo
  ts/pda_hotspots.htm
• PDAMobileWeb http//pdamobileweb.com/index.php
• PDATree.com http//pdatree.com/
• PliNkIT http//www.plinkit.com/
• Pocket PC Links http//www.pocketpclinks.com/
• PocketOptimized.com http//www.pocketoptimized.co
  m/pda/
• Purelymobile http//www.purelymobile.co.uk/
• Skweezer http//www.skweezer.net/
• Small Sites http//209.221.153.18/smallsites/
• Tappity http//www.tappity.com/
• The Casual Traveler http//www.thecasualtraveler.
  com/mini.htm
• TranspoMan News Feeds http//transpoman.com/ppcrs
  s/
• Twighlight http//twilightwap.com/elite/
• WAMPAD http//www.wampad.com/
• Yahoo Mobile http//us.m.yahoo.com
• YourCityMobile.Com http//yourcit

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Have a Mobile Site Map Mobile Robots.txt

• Use Browser Detect Redirection or Self
  Selection
• Address Duplicate Content in the Robots.txt
  files.
• Subdomain One Robots.txt in the Root for the
  Site to Block Mobile Bots, and one in the Root
  for the Subdirectory to block Traditional Bots
• Subdirectory OneRobots.txt in the Root of the
  Site to address Mobile Traditional Bots.
• Redirect the dotMobi to the Mobile Site on your
  Real Domain.

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Submit to Mobile Search Engines

• Google
• Submit mobile traditional site map through
  Google Webmaster Tools https//www.google.com/web
  masters/tools/dashboard
• Use the old-school submission form at
  www.google.com/addurl and put mobile in the
  comments field
• Submit all addresses to Google Local
  http//www.google.com/local/add/businessCenter
• Yahoo http//siteexplorer.search.yahoo.com/mobile
  submit
• Submit all addresses to Yahoo Local
  http//listings.local.yahoo.com/csubmit/index.php
  
• MSN/Windows Live http//webmaster.live.com/
• Submit all addresses to Live Search Local
  https//ssl.search.live.com/listings/BusinessSearc
  h.aspx
• Nokia http//europe.nokia.com/A4568518
• JumpTap http//www.jumptap.com/content-publishers-
  submit-content
• Medio http//medio.com/partners/addyourmobilesite/
  
• Bango http//www.bango.com
• Taptu http//taptu.com/a/submit?psQ1A9b
• Sprint https//developer.sprint.com/site/global/ho
  me/p_home.jsp
• Crispy http//www.crispyweb.com/submitmobile.htm
• Abphone http//www.abphone.com and
  http//m.abphone.com
• Vtap http//www.vtap.com/index.html
• AOL http//wap.aol.com
• Mobiseer http//www.mobiseer.com (social
  bookmarking)

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Have Good Meta Data for Mobile
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Mobile SEO Check List

• Appropriate Site Architecture
• Clean Code
• Good Mobile Rendering User Experience
• Traditional Local SEO Best Practices
• Mobile Site Map Bot Instructions
• Appropriate Mobile Search Engine Directory
  Submissions

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• So if youre someone who happens to design
  things for the web, well, I think you can see
  that you can either start designing now with
  mobile viewing in mind instead of designing
  exclusively for the un-mobile web or you can
  play catch-up later, after you finally get
  hip.-Michael Smith, Oreillynet.com You're a
  Fool to Design only for the Un-Mobile Web,
  December 22, 2005.

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• Rank-Mobile
• Cindy Krum,
• CEO Founder
• www.Rank-Mobile.com
• Twitter Suzzicks
• Cindy.Krum_at_Rank-Mobile.com
• Phone [phone]