Smart phones and tablets have surpassed PC-based web browsers in local searches. Search is the most critical piece of Internet marketing. In the coming weeks, I will continue to stress the importance of search engines, and how they will determine the longevity of any business in any market.

By 2014, more people will access the Internet using their mobile devices than through a computer. Most recent studies show that there are 140 million to 160 million active smart phones in the U.S. today. Last year, we surpassed 1 billion active smart phones in the world.

Making Your Site Mobile

If the company managing your website hasn't already prompted you to go mobile, they're not doing their job. A mobile site is a completely separate component that needs to be built. Find a good Internet marketing company that will build it for you. Once your mobile site is fully implemented, someone visiting your website from a mobile device gets automatically routed to a mobile friendly experience.

Your mobile website should not require any inconvenient downloads for customers to view the site. With video and audio, beware of Flash and other closed formats that aren't compatible on some devices. Using standard mobile mark-ups (like XHTML Mobile or HTML5) will ensure that a wide array of mobile devices can render your page as you intend it to be seen.

Each mobile browser shows markedly different characteristics. Test your mobile website on a range of browsers and devices. Keep page sizes small. Mobile devices may take longer to load due to slower network speeds, so minimize use of images where possible. Use a single column layout to minimize left/right navigation, which is difficult on a phone. It is important that users should be able to see maximum page content once the page has loaded, without scrolling.

Optimize for Mobile

Remember, your follow-through is key. Once you've made your website "mobile compatible," you need to optimize your online presence for local search, taking advantage of Google+ (Google Places) and other geo-targeted directories.

Let smart phone users find you easily. Revamp your mobile marketing strategy, which includes your SEO (Search Engine Optimization) and SMO (Social Media Optimization). Social media marketing campaigns can reach prospects on the go. Once you are found, you have only seconds to keep their interest. This is no different than any other form of advertising. The objective is to get their attention and keep them engaged. A proper mobile experience will make sure your Internet marketing efforts have not gone to waste.

To a business owner, time is literally money. Taking time to research something is a cost, and opportunity cost is high, especially in an economy where businesses try to run as lean as possible. Some business owners want to do it all because they know that they will do it best, so it's hard to let go and delegate. In a digital world where the key to success is staying current and keeping up-to-date, not only to survive, but to thrive is quite a challenge. You have to find the perfect resource.

Just as you are the expert in your field, we are the experts in ours. We specialize in assessing your digital needs, doing the research, and presenting you with the necessary data so that you can make an informed decision. We are here to carry the weight of all your digital needs so you can focus on running your business.

If you aren't sure whether your site is mobile compatible, it most likely isn't. To be sure, we will provide a complimentary IBA (Internet Business Analysis) along with a full Webscan. This will provide you with answers to all the questions you may have about your website. You'll see where you rank among your competitors and we'll provide the steps to get ahead and stay ahead.

Your website can become the single most powerful marketing tool for your business. Let us show you how.

Jacob Myong is a WSI Internet consultant who has worked in digital media for over 15 years. Email jacob@cdapress.com or call 208-416-5173.