What if Apple changed the default search engine in the iPhone, and no one cared? That’s the question that many of us may be asking in the coming weeks.
The iPhone is the biggest selling smartphone. Since release, Apple has made Google the default search engine. Now, with Google getting into Apple’s backyard by releasing the Nexus One, Apple’s looking at other players. Oddly enough, they are looking at Bing.
So what are marketers to do should this happen? Well… nothing. At least, most marketers should do nothing. Why not? Because most marketers haven’t even bothered to create a mobile-friendly version of their website. So worrying about placement on Bing vs. Google is a little pre-cart horse action.
But maybe it’s a wakeup call. This probably isn’t the first you’ve heard of this announcement. It’s a big deal for one reason: browsing the web on mobile devices is a big deal. Lots of people do it. More than you might imagine. To the tune of 10% or more. And most of you are providing a crappy mobile experience.
So… stop. Don’t engage your SEO or SEM company on figuring out how to come up better on mobile search results UNTIL you’ve made a mobile site. No, it’s not all that hard. No, it won’t be as pretty as your lead designer would like. But if you give your dev and design team some bandwidth, I bet you’ll be pretty impressed with what they can come up with.
Once that’s done, then worry about how you look on mobile search results.
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This article is from Travis Unwin
Travis has been working in the online space since 1999 and specifically online advertising since 2002. He prides himself on solving problems by helping key decision makers shift their perspectives.
Travis has written 8 posts.
