You know you have to do it. You've known for some time. So please, just put it at the top of the to-do list and make it happen.
Here's the thing: It doesn't have to be perfect, and it doesn't have to feature every iota of information that your desktop site offers. Mobile audiences are very different from desktop audiences. They need certain things from you, and what they need depends on your brand. But if you take a second to think about it, you probably know what those things are. Better yet, do a simple analysis or some surveying and find out. Prioritize the information and features that your mobile audience needs and make those front and center.
And for those of you out there thinking, "Whew, I'm glad we already have a mobile version of our site," please take a second to pull out your phone and cruise around on it. Do you like it? More importantly, can you truly use it to do what a mobile visitor would want to do? If not, get on that.
This should have been on your resolution list back in 2004. And it seems silly that we still have to deal with this issue. But it's an important one. Just because social media has displaced SEO as the sexy topic around the conference table does not mean that you can ignore it.
SEO is more important than ever, and it's an ever-changing playing field. Even if you did a thorough SEO overhaul a year ago, Google's Penguin algorithm update has already changed the game on you. So please, keep your internal SEO team or your outside consultants in on the important digital strategy meetings. And when they recommend changes to your site structure or content strategy, listen to them. They get paid to pay attention to the details that you don't even want to hear about.
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