The best approach to mobile is an integrated approach

Guest contributor Delta Media Group says:

It hasn't been much of a secret that Google's mobile search shows favoritism to mobile-enabled websites.

And it only makes sense. If you search Google from a smartphone, wouldn't a website built to work on a smartphone make more sense to land on than one that displays poorly on a mobile device?

In fact, Google has now been spotted testing a smartphone icon in search results for websites that are smartphone optimized.

With two-thirds market share amongst all search engines, Google controls the web. And Google knows the web has been going mobile, and will continue moving in that direction.

Previous reports showed mobile web search will surpass that from PCs by 2013. Smartphones now make up half of all cell phone purchases. And rumors keep swirling that Apple might introduce a lower-priced iPad, thus helping make tablets more accessible to the masses.

There's really no argument that a mobile-enabled website is a must. But mobile sites have recently begun following a familiar path. Many websites have gone mobile for the sake of being mobile. Many have ignored web design and functionality for basic sites that provide little to users.

Website development wasn't all that different. When companies began accepting that they needed to be online, many created basic websites that provided little benefit to users. Companies felt that simply having a web presence was enough. But many chose not to focus on how to use a website to better improve their business. Few acknowledged that a good website could actually significantly improve their business.

Sound familiar?

If it doesn't, spend a few minutes looking at how few websites are mobile enabled, and a few more minutes looking and how many of those provide more than just the basic functionality. Statistics show almost one-third of users click to view the full versions of websites, despite having a "more simple" mobile site to access. Some users might do so because they're more familiar with the functionality of the full site. Others likely do because the mobile site doesn't provide enough benefits to them.

If users are clicking off your mobile website to use one that might not display and work correctly from their smartphone, the question must be asked whether the mobile site is providing them any benefit at all.

A great mobile website would give users similar functionality to a full site, but fluid from a mobile device. A great mobile site would allow users to take advantage of mobile-exclusive features, like geo-tracking, slide view and touch-to-zoom. A great mobile website would allow users to "chat" to receive more information on what it is they're looking for.

A great mobile website would work seamlessly, like an app, but show up in search engines when users search for vague terms, like a property address or area homes for sale.

A great mobile website would work like one you might not have seen yet, but soon will.

To view the original article, visit the Delta Media Group blog.