Dive summary:
- When mobile search surpassed desktop search in April of this year, it took everyone—even search giant Google—by surprise; this caused some common myths to form about how marketers should approach mobile search, including five major ones. [see full list at iMedia Connection]
- Rather than build a mobile-enabled site as you may have be advised to do, build a responsive site that will adapt to the device it's being viewed on; Google and Bing prefer these sites over mobile-enabled.
- It is critical to realize that not everything you do in Google AdWords will translate to mobile; the main difference is that only two paid search results will appear in a mobile search.
From the article:
"More about this below, but first and foremost, don't believe the urgent hype that you need to rush out and develop a mobile-enabled site or risk being left in the dust. There's no need to abandon your existing website. They'll often work just fine in a mobile environment and, if needed, can be easily updated for responsive design with some viewport tweaks."