Even though mobile marketing has been around for a few years now, many businesses are still struggling with how to fit mobile into their digital strategy. Ultimately, mobile is no longer an option as part of a digital strategy – consumers expect your site to be mobile friendly and they expect to be able to find businesses when they perform a search on their mobile device. When considering the integration of mobile marketing into your digital strategy, you must take into account two core pillars that will set you up for success – you must ensure that your website is both easy to navigate (User Experience) and easily found (SEO). USER EXPERIENCE People are already visiting your site on a mobile device.Make sure the experience is a positive one. The experience a user has on a website may make or break an online deal. If a user visits a website and cannot find the information they’re looking for to complete a desired task, they will leave for your competitors. Additionally, the way you access the internet on your mobile device is not the same as how you would at home on your desktop or laptop computer. The screen is much smaller and is most often operated with your finger tips. This can be a cause for frustration when trying to click on microscopic links or navigate through several pages of content. SEO Help people who are searching for your business, find it. The goal of search engine optimization, better known as SEO, is to improve a website’s visibility in the organic search engine results, which ultimately drives more traffic to the site. SEO is the cornerstone of any good website as the value of high visibility on a search engine results page cannot be understated. Organic search engine visibility is achieved by following a list of best practices that help search engines better match your website with the needs of search users, therefore listing them higher in the results page. SEO results do not happen overnight and it can take 3-6 months before results are seen. Search engines are also constantly making updates to algorithms, therefore SEO is an ongoing process, not a set it and forget it one-time activity. Local SEO: It’s one thing to optimize your site for visibility in search engines. It’s another to optimize your site for visibility in local search results. With major search engines increasingly delivering locally relevant search results to users, local SEO has seen an increase in interest among users and enterprises particularly those operating in a regional context.

1. A beginner`s guide to mobile websites:
create a mobile friendly website that
can be found by search engines
Mediative.com

2. About Mediative
Mediative is a digital marketing company providing performance services
and access to media platforms.
Organizations who want to significantly enhance their digital presence and
influence buyers turn to us to help generate revenue by quickly moving their
targets from awareness to purchase.
Location and research-based data fuels our insight, which we leverage
across our consultative performance services, online properties, and
location-based marketing platforms in the dynamic digital world.
With precise and unmatched knowledge of how “shoppers and clients buy”,
we take a consultative and holistic approach, based on our people’s passion
for insight and results, to provide the outcomes you need now, and for the
future.
2

3. Table of Contents
The Two Core Pillars of Mobile Websites
4
Mobile User Experience
Improve the experience of people already visiting your site
• 10 Quick Tips
• 9 Ways to Improve Forms
• Improve the Purchase Experience
5
6
7
Mobile SEO
Ensure you are visible in search engines on a mobile device
• Responsive Design
• 4 Major Considerations for Local Search
• Optimize for Local Search
8
9
10
3

4. THE TWO CORE PILLARS OF MOBILE WEBSITES
Reach your consumers through their online capable mobile devices such
as smartphones and tablet computers.
Even though mobile marketing has been around for a few
years now, many businesses are still struggling with how to
fit mobile into their digital strategy.
Ultimately, mobile is no longer an option as part of a digital
strategy – consumers expect your site to be mobile friendly
and they expect to be able to find businesses when they
perform a search on their mobile device.
When considering the integration of mobile marketing
into your digital strategy, you must take into account two
core pillars that will set you up for success – you must
ensure that your website is both easy to navigate (User
Experience) and easily found (SEO).
01
USER EXPERIENCE
People are already visiting your site on a mobile device.
Make sure the experience is a positive one.
The experience a user has on a website may make or break
an online deal. If a user visits a website and cannot find the
information they’re looking for to complete a desired task,
they will leave for your competitors.
02
SEO
Help people who are searching for your business, find it.
The goal of search engine optimization, better known
as SEO, is to improve a website’s visibility in the organic
search engine results, which ultimately drives more traffic
to the site. SEO is the cornerstone of any good website as
the value of high visibility on a search engine results page
cannot be understated. Organic search engine visibility
is achieved by following a list of best practices that help
search engines better match your website with the needs
of search users, therefore listing them higher in the results
page. SEO results do not happen overnight and it can take
3-6 months before results are seen. Search engines are
also constantly making updates to algorithms, therefore
SEO is an ongoing process, not a set it and forget it onetime activity.
Local SEO: It’s one thing to optimize your site for visibility
in search engines. It’s another to optimize your site for
visibility in local search results.
With major search engines increasingly delivering locally
relevant search results to users, local SEO has seen
an increase in interest among users and enterprises –
particularly those operating in a regional context.
Additionally, the way you access the internet on your mobile
device is not the same as how you would at home on your
desktop or laptop computer. The screen is much smaller
and is most often operated with your finger tips. This can be
a cause for frustration when trying to click on microscopic
links or navigate through several pages of content.
34%
56%
of Americans have a smartphone
of adults have a tablet device
Source: Pew Research (2013)
4

5. MOBILE USER EXPERIENCE: 10 QUICK TIPS
Websites that are optimized for mobile experience higher conversion
rates, more page views, and lower bounce rates from mobile users.
02
Mobile means mobile - context is key
•
People using their mobile device tend to be on the move and
need immediate information relevant to their situation or
location. You must deliver a highly contextual, personalized
mobile experience which is too convenient for them to pass
up.
01
•
06
Get to know your users
Simplify site accessibility
A mobile site should, in most cases, be a simpler version
of your desktop site with larger buttons, reduced graphics,
and easier navigation. A mobile site home page should
fundamentally begin with a menu (see example below).
Minimize the click path to a desired action
• Prioritize links by popularity, ensuring that the most
sought-after content appears first.
• Limit links to ten per page.
• Don’t crowd links together - this minimizes the chances
of clicking on the wrong one.
• Make clickable buttons larger than you would on a
standard site. Apple’s mobile guidelines suggest a
minimum target height of 44px.
Conduct user experience tests or `voice of customer`surveys
on your standard site to discover the critical pieces of
information that users look for and make sure your mobile
site delivers them.
03
07
Mobile content is not desktop content
•
•
•
•
08
Mobile Version
04
Eliminate horizontal scrolling
09
Optimize navigation
10
•
•
Design your mobile site so users can move quickly and
freely through it (less is more).
Multiple drop-down options and levels take up
valuable screen space and can overload the user with
information.
Source: Google Research
Content is still king, even on a mobile device.
however, limit your content categories to avoid user
disorientation as they navigate deeper into the site.
Content needs to be simple, short, focused, and fit
within the screen width.
Consider bandwidth constraints on a mobile device limit the use of images.
Place important content toward the top of the page.
Make sure redirects work properly
Set up your server to automatically serve the appropriate
version from a single URL but also give your users the
option of visiting the standard site through a link in the
page footer.
Desktop Version
Screen width is an important consideration for optimal
user experience and mobile site attractiveness. Develop in
portrait mode – single column design layouts with text that
is left justified works best.
05
Remember that it’s impossible for a user to hover over
an element - they’re either clicking it or not.
Forget about having the same navigation repeated
on every page. Breadcrumb navigation works best on
mobile.
Compress images
Avoid using large images with resolutions higher than 72
dpi.
Make your calls-to-action stand out (CTA)
Use dark text on a light background - it’s easier to read,
especially in bright light.
72%
of consumers want mobile-friendly sites
5

6. MOBILE USER EXPERIENCE: 9 WAYS TO IMPROVE FORMS
Instead, use either a continuously scrolling calendar (left)
or a compound menu (right).
Mobile devices are often used on-the-go, one-handed,
and with intermittent internet connections. Consequently,
mobile input needs to be as fast, easy, and as error-free as
possible. These best practices can help ensure your mobile
forms are effective and as user-friendly as possible.
01
Avoid Text Entry - Wherever possible, don’t make users
type in data. Instead, allow data selection via a menu.
02
Label Position - Many mobile devices zoom in on the field
in focus so that it’s easier for the user to see what they’re
doing. Field labels should be positioned above the field so
that they are still visible on field zoom.
05
04
Use locked drop-down lists when users know exactly
what information they’re searching for or when lists are in
alphabetical or chronological order.
Use predictive text when list items are lengthy, items
cannot be arranged in a logical order, or when users know
enough about what they are looking for and can type at
least a few characters into the text field.
08
Orientation - If the user changes the orientation of the
mobile device, change the way the form is displayed so that
it’s still easy to complete the active field.
09
Location Selection - If possible, allow the user to specify
their location using the GPS feature in their device (e.g. Use
current location?). If entering text for location is required,
provide predictive text so that the user is not forced to type
the entire location.
06
07
03
Controls - Sometimes, the controls used on a desktop
website appear cluttered on a mobile device. In some
cases, it would be more appropriate to use a drop down
menu. Choose controls that reduce the amount of work
required by the user.
Set Sensible Defaults - Consider the typical use of your
users and provide defaults that match that use case.
For example, if a user is looking for train schedules, the
sensible default departure date and time would be today
and the next available departure.
Calendars - Many date pickers currently in use require
users to scroll through months using small arrow buttons
(as shown below).
67%
Source: Google Research
of consumers are willing to buy a product or
use a service on a mobile-friendly site
6

7. MOBILE USER EXPERIENCE:
IMPROVE THE PURCHASE EXPERIENCE
67%
5-7seconds
is all you have to convince a user they’re on the
right page with relevant results to their search
of online shopping carts are abandoned
Source: Baymard Institute
01
Current Issues in Mobile Commerce
While mobile commerce is growing, there are still a
number of issues that affect a consumer’s decision to
shop using a mobile device. According to a Forrester
Research Study report:
•
41% of consumers feel shopping on mobile websites
discloses their mobile phone number to the website,
which they would like to avoid.
•
•
Accounts Sign Up - Encourage users to sign up for
an account after they add items to their cart. This
will allow you to contact them via email for further
promotions.
•
PayPal Access - Consider using PayPal Access to
make the login and purchase process easier.
•
Reduce Risk - Before customers even get to their
shopping cart, make sure they’ve been exposed to
clear messaging about price matching and shipping/
return policies.
•
Gift Options - If customers can send products as gifts,
ensure that it’s clear on product pages and include
that option at the top of the shipping information in
the checkout process.
•
Build Trust - Use trust marks such as Verisign or
McAfee to reinforce that the checkout process is
secure.
•
Thank Customers - Make sure that your thank you
pages are in good shape. They’re an opportunity to
re-engage customers and convince them to purchase
again.
•
Follow Up on Cart Abandonment - Follow up with
reminder emails or personalized, on-site messaging
to remind them of the items in their cart. Give them a
time limit and consider persuading them to checkout
by offering discounts or free shipping incentives.
•
Make it Easy to Get Help - Inevitably, customers
will have problems or will decide they don’t want
to purchase online. Rather than lose them entirely,
make it easy for them to chat live with a customer
service rep, find a number to call, or locate a store.
33% of consumers would like mobile websites to
have the same content, features, and functionality
as standard websites.
•
32% of consumers wish mobile websites were easier
to navigate through the purchase process.
As you can see from the last two statistics, there is a
trade-off between website simplicity on a mobile device
and full functionality that reflects a desktop experience.
02
Call-To-Action - Place the “Buy Now” button below
the products description.
45% of consumers wish mobile payment services
were more secure.
•
•
Mobile Commerce Optimization
•
•
•
Distance - Many consumers choose to purchase
from retailers who are in their close proximity to
avoid long shipping delays and extensive costs. On
the product page that contains the “Buy Now” button,
clearly state the shipping charges and total delivery
time so nothing is left to question.
Relevancy - Mobile consumers are on the go and are
looking to make quick purchases. This indicates a
desire to find what they’re looking for within the top 3
search results. Make sure your pages are optimized
with various long-tail keywords (highly specific) that
reflect what your mobile audience might be looking
for.
Speed - Make sure your website loads quickly and
the navigation lets the consumer find what they’re
looking for with just a few clicks.
7

8. MOBILE SEO: RESPONSIVE DESIGN
As the number of different types of mobile devices
in the market increases, so does the number of
screen sizes. Brands now have to design for desktop
computers, smartphones, tablets, and everything in
between.
Before
After
Consequently, there are two primary website designs:
01
02
A single desktop responsive website - a website
that serves the same content to a mobile device as it
does to a desktop computer. The website served up to
mobile users will be shrunk to fit the smaller screen
and thus, will be far more difficult to navigate using
touch gestures.
A desktop and mobile responsive website - a website
that serves one version to desktop users and another
version to mobile users using a different URL (www.
website.com or m.website.com). The mobile website
is geared to deliver an enhanced user experience for
those using a smartphone or tablet.
need to crawl. Responsive design uses a single
URL for multiple platforms making search engine
indexing more efficient.
•
Links - Backlinks remain an important ranking
indicator for search. Responsive design allows a
mobile website to share the same backlink profile
as its desktop equivalent.
•
Single URL - Google and Bing (the two major
search players) both recommend responsive
design stating that a website should be accessible
from just one URL
Delivering the right user experience across various
platforms is key to ensuring optimal user experience
is maintained. Design methods change the layout of a
webpage based on the visitor’s device characteristics.
Disadvantages to consider
Responsive design means:
•
Cost - Responsive design can be expensive.
•
that the website will adjust to the format that is
optimal for the device it is being viewed on.
•
•
The screen resolution changes using flexible grids
and images. Essentially, the website responds to
the visual requirements of the user.
Time - It takes more time to test and ensure
that responsive design has been implemented
correctly.
•
Standards - As the number of standard screen
sizes continues to increase, so does the number
of screens that responsive designs need to be
able to respond to.
SEO benefits of responsive design:
•
Crawling - If a website duplicates every single
desktop URL for a mobile version, it’s effectively
doubling the number of URLs that search engines
8

9. MOBILE SEO: 4 MAJOR CONSIDERATIONS FOR LOCAL
SEARCH
53%
of mobile searches have local intent
Source: Mediative Labs (2012)
Search engine use - For local searches, most people
use 2-3 apps or mobile websites to perform their search
including Google, Yellow Pages, and Yelp.
•
Ensure your business information is listed on multiple
search engines and local directories - not just Google.
•
Make sure your name, address, and place details are
complete and accurate across all local websites and
directories.
•
Consider geo-local optimization strategies to help
boost your business’ rankings on local search.
•
Consumers who search on their mobile devices usually
demonstrate a sense of urgency. Make sure the mobile
version of your website has the important information
they need to visit or contact your business.
Search terms used - Most searches are performed using
two types of search terms: general descriptions (e.g.
“Banks”) and specific business names (e.g. “Royal Bank”).
For some industries, general descriptions are used more
than specific names and vice versa.
•
If your category is searched for using general
description terms, consider expanding your keyword
basket to ensure your website’s visibility across the
search spectrum.
•
Ensure your website is optimized for long-tail local
searches. For example, a consumer that searches for
“Product X Toronto” is indicating his/her desire to find
Product X within their city (Toronto).
70%
of mobile searches result in action being taken
within an hour as opposed to a week for desktop
searches
•
•
Make sure your website is placed under the appropriate
category on Google Places / Google+ Local
Create a unique page on the website for specific
locations and serve users with relevant contact
information and maps access.
Small screens and urgency - Considering small screen
sizes and a sense of urgency, users of mobile search want
to get access to the information they are looking for very
quickly.
•
If your business doesn’t rank among the top 6 results
for a search, you are missing out on a large number of
potential customers. Employ SEO best practices (as
outlined in this document) to boost ranking.
•
Some websites such as YellowPages.ca offer click-tocall buttons. Ensure that your business is among the
top results and offer a click-to-call button to convince
consumers to call your business.
•
Prioritize your content and put the most important
information at the top of the page. Keep scrolling to a
minimum.
Load times - 73% of consumers find mobile website load
times to be too slow and 74% say they will leave the site
after waiting 5 seconds or more. To speed up loading times:
•
Do not use large images. Reduce them to a size that is
manageable on a standard mobile device.
•
Avoid Flash as not all devices are compatible and it
can take several seconds to properly load.
9

10. MOBILE SEO: OPTIMIZE FOR LOCAL SEARCH
01
Google+ Local
Make sure the page is complete and accurate, in
particular the location on the map. You can move the
map marker to the business’ exact location. Ensure that
other directories, such as Yellow Pages also have correct
information, as Google obtains its information from
several places, including third party providers.
With the rapidly increasing adoption of web-enabled
mobile devices and shopping apps, it is becoming vital
for any business to optimize their local online presence
– even if they don’t have a website. Google + Local is a
simple way to take advantage of a powerful tool that
has the potential to attract new customers and build a
business’ reputation.
How Can Google+ Local Help My Business?
Get found on Google for free – You don’t need a lot of SEO
experience to ensure you are visible. In fact, you don’t even
need a website – having a Google+ Local listing is a great
way of ensuring you have an online presence.
It’s easy to manage - Creating a Google+ Local listing is
easy and can be updated whenever you want – updates
will appear as soon as you have verified them. Information
can be updated at any time, and you can access stats such
as how many people have seen and clicked on the listing.
When people are searching for your company online, you
want to be found easily - but also be in control of the
information that is listed, and with Google+ Local you can
be.
Stand out from your competition – If you have a Google+
Local page and the competition doesn’t, you are already
one step ahead. If the competition also has a listing,
be sure to add photos, videos, promotions, coupons,
additional information etc – anything to make yours
stand out. Think about what customers would want to
know about your business, and put it on your Local page.
The key things to include when setting up the listing are
company/organization name, address, phone number,
website, description and email address.
Search Page Results
Google+ Local Page
02
Directory Listings
Yellow Pages Online is a listing hub for almost every player
in the local search world. That is why the accuracy of your
directory listing has become more and more important for
local SEO. When the address on the website matches the
address on the verified citation site pages (yp.ca business
profile page), Google sees the business as trustworthy
and ranks it accordingly.
To enhance your Google+ Local page, consider adding the
following:
As of 2012, Google gives better organic ranking to yp.ca
listings results when people perform searches with local
intent. It shows that Yellow Pages Online has an important
impact when added to a local marketing strategy.
According to Yellow Pages, this is the recommended type
of data that businesses should have online:
•
•
Business Name, Address, and Phone Number these must be consistent across publisher’s sites
including the exact name iteration of a display name.
e.g. Walmart and Wal-Mart.
•
URL
•
Hours of Operation and Services
•
Business Category and Description
•
Photos and Videos
•
•
•
Categories - Choose the most appropriate, specific
categories for your business.
Hours of Operation - This will save the user from
having to call. It streamlines the process to potential
business.
Photos/Videos - Including photos and video adds
visual appeal to the listing.
Reviews - Reviews are really obtained by following
through on what you promise. If you don’t deliver, don’t
expect great reviews from customers.
10

11. Subscribe to Mediative’s newsletter
to receive more insights and best practices.
Other resources:
> Spotlight on Local Mobile Consumer Search Behaviour - Part 1
> Spotlight on Local Mobile Consumer Search Behaviour - Part 2
> Eye Tracking and Click Mapping Google Places
> Reasons to Consider Hyperlocal Display Advertising
Questions?
Ask One Of Mediative’s Digital
Marketing Strategists
info@mediative.com
Mediative.com
1.800.277.9997
Info@Mediative.com