Thursday, 13, Nov 2008 10:18
Not enough mobile websites have their content sufficiently optimised for search engines, an expert has warned.
Steve Page, chief executive of mobile services firm Mobile Commerce, explained at the recent EyeforTravel Mobile Technology in Travel seminar that mobile content must be visible in search engines if companies want to attract unique visitors.
He demonstrated the failure of British Airways to properly harness mobile search engine optimisation in this way by performing a live search on his phone - the airline's mobile site was listed third after its full website and rival bmi's online portal.
"We know that web users on mobiles tend to use a search tool like Google or Yahoo! to find what they want rather than going direct to the website they need, so it's incredibly important that people are properly directed to your site once they have searched," Mr Page explained, according to TravelMole.
More than six in ten agencies, media planners, creatives and advertisers expect spending on mobile marketing to increase in the next two years, according to a recent survey by the Internet Advertising Bureau's Mobile Council.