If you’re wondering what your mobile users want, why not ask them?

My latest column in Search Engine Land looks at how to use keyword research and the mobile percent of total volume metric to identify keywords and concepts that are most important to your mobile users.

Beyond that, there are many suggestions for branded mobile content based on mobile keyword usage, such as ringtones, wallpaper, television commercials, mobile coupons, and other content smartphone and feature phone users are interested in.

The following appears in full on Search Engine Land.

Consider Mobile Content Carefully For Users & Better SEO

I’ve spoken a lot in these columns about the differences between mobile SEO and desktop SEO, often warning webmasters to do more than just reformat their desktop content for smaller screens. But if you’re in the process of creating a mobile site, you may be wondering what to put on your mobile site that’s different than what is on your desktop site.

What content (if any) would be interesting to users of a mobile site that wouldn’t necessarily appeal to a stationary user on a desktop or laptop?

As search marketers, we should already understand the power of keyword research in letting your users tell you what they want and how they want it said on your website, and keyword research can help prioritize what content goes on a mobile site as well.

For example, you may sell car insurance to an English speaking audience in the United States, and you want to see how users are interacting with that type of content on mobile devices versus desktop devices.

Using the Google keyword tool in AdWords, you can filter by mobile volume in the advanced features, and select category data for insurance keywords for mobile users and desktop users.

If you put that data in a table like the one below, you can quickly see opportunities for content that mobile users are looking for en masse.

Continue reading on Search Engine Land.