According to Google’s CEO in his keynote at the Internet Advertising Bureau’s Annual Leadership meeting, the growth of mobile search is much faster than desktop search.
Nowadays, it has become crucial for businesses to shift their focus to mobile as an important piece of their overall marketing campaigns that can drive substantial traffic and increase revenue.
Mobile search is one form of SE querying technique that makes use of a wireless/mobile platform or handheld device with an Internet connection, such as a smartphone or tablet. It enables search users to find mobile content on sites that are available to mobile devices on mobile networks.
With these, Google has come out and supported a mobile strategy, with free specific SEO friendly recommendations.
Google uses 3 ways to provide mobile content to users and has provided distinct recommendations for each. This includes, when a mobile user requests a particular URL, Google will serve the same HTML as the desktop version of the page and make use of CSS3 media queries in changing the look of the site (ideal); or serve HTML and CSS that is different from the desktop version of the page; or redirect a user to a different URL utilizing mobile optimized content.
Making use of the starting point of a mobile user requesting a desktop URL, it is said that the usage of same URL, same HTML has become the industry standard. Generally, this is because of the SEO benefit gained in consolidating all ranking metrics to one URL and it is easy and simple to implement (simplicity of implementation).
When serving different HTML for mobile users, Google suggests that a Vary HTTP header may be added to the server response. This is done to make sure that Google knows about and crawls both the desktop and the mobile version of the URL.
There are instances that a search engine optimization expert will commonly use special site/URLs for mobile content. This is normally use and seen in the form of a subdomain m.example.com.
Google recommends that when using alternative URLs for mobile, you should make use of the link canonical tag on mobile pages pointing to the desktop version of the URL as well as use the link alternate tag on desktop pages pointing to the mobile version of the URL