Some observers maintain that mobile SEO, as a separate discipline from regular SEO requiring its own special techniques, is a myth. While I think that's going a little too far, there are certain practices that some SEOs advocate to rank for mobile searchers which may not be necessary after all.
I owe a debt to Bryson Meunier, who exposed the myths I'm going to discuss in his post on Search Engine Land. If you're trying to reach a mobile audience, you face enough challenges without trying to do things that will at best have no effect and at worst might actually be harmful. Let's take a look at these myths.
The first myth is that you need a dotMobi site for indexing and ranking purposes. Yes, the whole point of the dotMobi global top level domain is to serve those who want their domains to reach mobile users. But you might be surprised to learn that most businesses, when building a mobile domain, seem to go for m.domain.com. At the very least, Google has far more of those indexed than any of the other mobile site options often utilized. Clearly, you don't need a .mobi domain to get your mobile site in Google's index.
The second myth Meunier discusses concerns something called metatxt. “A metatxt file is similar to a robots.txt file and an XML sitemap in that it is a text file at the root location of a server that helps mobile search engines discover mobile content,” he explained. It sounds like it would be common sense to use some kind of parallel to these files to help index your mobile site. But here's the problem: neither Google nor Bing support metatxt, and these two search engines together hold 99 percent of the mobile search market. So using metatxt for your mobile website is nothing but a waste of time.
The third myth Meunier mentions is the necessity for your mobile website's code to validate. That may be necessary for other purposes, but not for SEO. This myth refuses to die because a parked domain from 2005 mentioned it first, and that site continues to rank well for terms such as “mobile SEO.”
There is a grain of truth behind this myth, though, if we separate more “ordinary” mobile phones from smartphones. The former feature more limited browsers, and as Meunier notes, “search engine spiders try to display content that is accessible to the devices that display them.” These older or more limited mobile phones can't handle websites with code that doesn't validate. But code validation is not an issue for smartphones, and as these phones become more of the rule rather than the exception, code validation becomes less of an issue for mobile SEO.
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