Smartphones have become almost ubiquitous – just about everyone has one.  You would be smart then to include mobile optimization as part of your SEO strategy, keeping in mind that desktop and mobile search engine optimization differ because of the way users search and interact with these devises.

The goal of search engine optimization is universal. You want to create a website that gives visitors what they are looking and make it easy to find and use.    How you go about doing that will depend on the device on which the search was conducted.

Mobile users’ expectations and needs are different from those of desktop users.

Think about the way you use your smartphone to search the Internet vs. the way you use your desktop.   The difference is you are mobile, moving, active, most likely outside your office.  More often than not, websites designed for desktop environments won’t perform well in a mobile environment without being made mobile friendly.

Google, Yahoo, Bing and other search engines have taken notice.  If your website doesn’t perform well in a mobile environment it will be very difficult to rank well.  Focus on accurate, dependable information that works.  For example, actually check to make sure the video you add to your website will work on a smartphone. Don’t assume.  Errors will put off your customers and it will ding you in the search results.

The fact that mobile searches are conducted on the go makes this a powerful marketing and sales tool.  Research supports this idea.  According to a 2013 Google/Nielsen Path to Purchase study, 55% of consumers using mobile to research want to purchase within the hour and 83% want to purchase within a day.  And, 93% of people who use mobile to research go on to make a purchase.

Put yourself in your user’s shoes and optimize the top mobile tasks on your website.  Take advantage of the mapping tools, click to call options, scannable coupons and remember to provide options to easily share your content via social media.

And finally, make it fast.  Impatient users want it now as they are in a very active stage.  They may even be standing out front of your business.  If it is too slow, they may move on.