Mobile Strategies for Small Businesses

30th September 2013 in Digital Strategy

Many major companies are still struggling to find an effective mobile strategy. This may also be the reason why small businesses may find following the mobile bandwagon a little bit discouraging.

The question is, what should small businesses do when thinking about a mobile strategy? Should they go for an app or a mobile site? Not only this, but how much is this going to cost?

When it comes to deciding what small businesses on a small budget should invest in - a mobile site or a mobile app - there really is no argument, as a Mobile optimised site will definitely be of more value to your business. 

There are 3 possible mobile methods when creating a mobile optimised site:

  • Responsive Design - This rearranges the layout of the page depending on what screen size you are currently working in.

  • Dynamic serving - This method serves different HTML using the same URL.

  • Seperate mobile subdomain - For example, an site.

Google recommends responsive design as it provides optimal viewing experience, as well as easy reading and navigation. It also allows for a minimal amount of resizing, panning, and scrolling, across multiple devices. Although the main reason behind Google’s recommendation is that with responsive design there is only one HTML content, and one URL for both mobile and desktop, preventing confusion in search results.

Dynamic serving is another option for companies considering a mobile strategy where you use different HTML and CSS while using the same URL. This is achieved by the site altering the HTML for mobile users. Google recommends sending the server a hint telling the Googlebot-mobile to crawl the page, allowing it to discover the mobile content.

Separate mobile subdomain is the third option where each desktop URL has an equivalent different URL serving the mobile-optimised content. Although this is the least favoured mobile method, mainly due to the two URL’s which can cause confusion if Google isn’t made aware of the mobile contents location. If not implemented correctly the site may be at risk of having the desktop crawler crawling your mobile pages or vice versa.

To get the results required, small businesses should make a decision on which mobile option they require, based on the goals set, technical capabilities and the users specific needs.



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