Update: The JumpTap keyword tool appears to have been discontinued on the AT&T site, as they’re now partnering with Yahoo! for mobile search. The information in this post is no longer accurate. Please see my post on doing mobile keyword research in the absence of a mobile keyword tool.
In an earlier post I
mentioned that the Jumptap Mobile Keyword Tool can be used to find
mobile keywords from AT&Tís MEdia Net Mobile Content Search
Engine. However, because you canít directly link to the tool,
and the AT&T DevCentral site is not exactly intuitive, more than
one user has been unable to locate the tool. With sympathy, I present
these six simple steps to finding the Jumptap Mobile Keyword Tool:
Step 1: Sign in or
register for devCentral.
Many of you remember the Mobile Search Optimization white paper that Resolution Media developed in August of last year. We developed it partially
as a vehicle to help brands understand the opportunity inherent in mobile
search, but primarily to help them navigate the mobile search landscape with as
much knowledge to succeed as possible. It served its purpose at the time, but
an update is in order.
As I mentioned in my last post on mobile analytics, over the next couple of months I will be reviewing various technologies used in mobile development and optimization from a mobile SEOís perspective. Now that mobile analytics is out of the way, Iíll be moving on to tools used in helping to build mobile web sites, which are sometimes called mobilizers. Iíll be contacting companies individually as I did for the mobile analytics overview, but if there are any great solutions out there that are not as easy to find, I want to invite users or creators of these solutions to be included in the mobile site creator review. If you own or know of a great tool, please donít keep it like a secret. Contact me at bryson [dot]meunier[at]gmail.com and I will add it to the list of tools for potential review.
As marketers look to take advantage of the opportunity inherent in mobile search in 2008, many of them are going to be looking to various technologies to help them get mobile faster
(mobilizers), track mobile users better (mobile analytics), understand mobile search behavior (mobile keyword research tools), gain link popularity to their mobile sites (mobile directories), and
become accessible to mobile search engines and the highest number of mobile users (mobile validators and emulators). To facilitate this process, I will be looking at these technologies and
processes over the next couple of months, and pointing out advantages and disadvantages of each for the mobile optimizer. Today I’ll be looking at mobile analytics, including why they’re necessary
and what options are currently available to the mobile SEO.
Though this is primarily a blog dealing with optimizing mobile content for mobile search engines, in my role as a consultant I need to understand how to optimize many types of digital content for many types of search engines. In this industry I’ve met many who are mobile marketers first and SEOs second. I’m an SEO first and a mobile marketer second. That said, it always perplexes me when I hear my fellow SEOs claim that SEO for mobile is basically SEO for the web, as in many cases the two couldn’t be more different.
If you’re wondering how they’re different, and you haven’t done it yet, be sure to check out my two-part post on the new FindResolution blog, How Mobile SEO is Different, which outlines five key differences between SEO and its mobile counterpart.
- This post was nominated for a SEMMY in 2009!:
- The JumpTap keyword tool no longer exists, but marketers looking to improve their visibility to mobile searchers through mobile keyword research may find these related posts helpful:
Thanks to Nadir for pointing out the new Google Mobile Web Index. As I commented on Nadir’s
blog, this is a welcome change for those of us who prefer simple mobile web sites to scrolling through pages of navigation with Google’s transcoding software. However, since the most visible
results in the Google mobile search engine are still Web results mixed with mobile web results when Google thinks it’s appropriate, it’s still very possible for Google to frustrate your users, even
if you have a mobile site indexed and ranked in the mobile web index.
Several good things going on, including a guide to mobile keyword research and mobile analytics and a nod to R/W/Wís 85 piece mobile search toolkit from last year with my own mobile search marketing toolkit for 2008. Hold tight. In the interim, Iíd like to join David Berkowitz in saluting Mobile Marketer for putting together quite a guide to mobile marketing in 2008.Only two of the 44 pages are exclusive to mobile search, and itís mostly about the challenges associated with it, but this quote from Phil Stelter on the opportunity inherent in mobile search should probably be committed to memory:
Many of my fellow Resolution Medians are focusing on the present this New Yearís Day, Iím sure, since as of this writing Illinois is down 21-3 at halftime in the Rose Bowl, and like good Illini theyíre hoping the Juice can come through in the end. As a Buckeye, however, Iím looking to next weekís national championship, which gives me time today to look a little toward the future of mobile marketing and SEO. If youíve got time as well, join me for a minute as I spend this first afternoon of 2008 reflecting on several up and coming trends in the industry and presenting what I hope will be several positive outcomes for this new year.1. Mobile Marketing and SEO Finally Converge Mobile marketers, itís time to start thinking search. In a recent Mobile Insider, Steve Smith reflects on the Unasked Questions that should be asked in any mobile marketing campaign, but historically arenít. Brands are often so eager to ďget into this mobile thingĒ that theyíre not doing it as effectively as they could. In pushing for more effective campaigns, Smith quotes Milennial Media CEO Paul Palmieri in stressing content creation over advertising for effective mobile marketing:
When I saw Advertising Age Digitalís article this morning entitled ďGetting Your Content from the Web to Mobile PhonesĒ I was momentarily excited for the few of us in this industry who focus on just that: getting digital content to mobile users. As we argued in the Mobile SEO White Paper, optimizing for mobile devices also includes creating content for mobile users specifically rather than simply pushing your web content into the digital realm, as mobile users are going to have different needs than desktop users, and will require content that is optimized for those mobile-specific searches; but whatever. This is a start. If a publication like Advertising Age wants to increase visibility to the mobile marketing space, this can only be positive for those of us who want to get our content or our clientís content in front of the rapidly expanding group of mobile users. The problem is when the method of increasing visibility of that content not only doesnít increase visibility in the mobile search engines, but may in fact actually hurt it
Optimization Development at SES
It’s very exciting to see that mobile search optimization is still top of mind with the SEO community, and I’m very grateful to my colleagues at SES and SMX for helping to keep it there. Cindy Krum (not Crum or Drum, fellas), Gregory Markel and Rachel Pasqua have done a fine job of stepping forward as evangelists of mobile search optimization, and I celebrate them as innovators for that. However, when I saw the coverage from SES San Jose, I was disappointed to see that the focus was still less on optimization than development, and that most of panelists were still not demonstrating expertise at mobile search optimization so much as telling the community that they need to start thinking about the impact of mobile users on SEO. That may be fine for the SES crowd, but as a marketer with Fortune 50 clients with the opportunity to connect them with millions of users they wouldn’t have otherwise, I’m already sold on the idea. I’ve already developed the sites. And now I’m looking for mobile search optimization experts to tell me how to do it well, and I get something else entirely. Finding this information can be a bit frustrating, to say the least. Apparently there aren’t that many of us who are optimizing at this level, but for those of us who are, where can we turn?
To help move things along, we at Resolution Media have developed a mobile search optimization white paper, which will be released in the next week or two at MobileSearchOptimization.com (and the mobile-friendly MobileSearchOptimization.mobi). If you’re interested in actually optimizing mobile web sites, optimizing your web site for mobile users, and distributing mobile and local content to users on the go, I would highly recommend keeping an eye out for it. There’s apparently nothing else like it for mobile SEO at the moment.
I wanted to address something that a few of us had been talking about in the Mobile SEO Google Group. Membership is currently by invitation only, so I thought I’d take the opportunity to show some of you what you’re missing. If you’re interested in an invitation, please introduce yourself, and we’ll see if you’re a good fit for the group.
Paul Bennet mentioned his astonishment at the recent Search Engine Watch article that summarized the mobile search optimization session at SES San Jose by saying that small businesses should not waste their time with mobile SEO. The idea is that small business owners have enough on their plate right now to optimize for the mobile web, and that they should compromise by optimizing local feeds, which appear in mobile search results. To quote the author’s summary on the benefits of optimizing local feeds: