Specifically, she talks to WebProNews about Google AdWords for mobile. She says that if you’re not in the top 4 positions, you’re not going to show up at all. Typically, users do not get past the first page in mobile search results.

For advertisers doing a WAP ad, she points out that they have fewer characters to work with. Android phones, iPhones, and some other smartphones have the same number of characters, but they can include phone numbers that are clickable. This is important because it means that people do not have to have website or mobile site in order to do mobile PPC.

In other words, mobile PPC can send phone traffic just as easily as it can send website traffic. Mobile PPC can also send traffic to app stores to help promote applications. Since many app developers do not realize that app stores are essentially search engines, they do not optimize their app for search. By doing mobile PPC, these app developers can overcome some of the problems of how their app is listed and can still drive traffic.

Are you taking advantage of mobile PPC?

In regards to apps, she points out that many people use them for search, which essentially takes away from search engine traffic. For this reason, she advises local businesses to optimize for apps in addition to optimizing for mobile search.

Krum also discusses the idea of augmented reality, which is typically in the form of an app. If a user points their phone toward an object or location, it puts a digital layer over it that provides information. One example of this is Wikitude. It lets users know if there is a Wikipedia article on the object or location.

Geolocation is another hot mobile area with sites such as Foursquare and Gowalla on the rise. Krum believes these platforms can be very valuable for coupons, loyalty programs, and more.

To compile her mobile ideas together, Krum also recently wrote a book entitled Mobile Marketing: Finding Your Customer No Matter Where They Are. She says it provides a comprehensive view of how mobile marketing is more effective when all aspects are used together.

Linking offline marketing with mobile efforts is just one area of importance that she covers in the book. As she explains, when people are offline, they don’t have access to their computers. However, they do have access to the Web. As a result, marketers can incorporate elements such as QR codes to tie the two areas together, which will ultimately, reach consumers.

Are you keeping up with these mobile trends?

Cindy Krum of Rank-Mobile explains that just as companies work to optimize their websites to rank high in the search engines, they need to put the same effort in getting their mobile applications noticed. With mobile however, it is not just a process of optimizing for the major search engines. Your app needs to also be optimized within other mobile search applications.

Going even beyond that, Krum stresses the importance of optimizing your app listing in the App Store and other marketplaces. Just as users seldom go past the first page on search results, they are even less likely to go past the first page with mobile. Therefore, if your app is not near the top, chances are, it will not get noticed.

Application providers should also take advantage of taking up 2 spots in the marketplace. You have the opportunity to sell both your app and your download, which would provide you with more chances of getting found.

Is your app fully optimized for mobile?

Cindy Krum of Rank-Mobile shares some PPC information with WebProNews specifically regarding Google AdWords. Anyone can do mobile PPC, even without a mobile website. Cindy says you can send users to Google Maps, YouTube, the App Store, and Android Store, and points out how this promotes applications and generates more revenue.

If your website is not “mobile-friendly,” now is definitely the time to equip it with mobile capabilities.  You do not have to create an entirely different website, but you do need to integrate mobile into everything you do in order to get the most return. Instead of a mobile site, you can create a handheld style sheet that takes your existing pages and gives them different rendering instructions. Once created, you can test and tweak it on mobile devices to see if it operates to your desire.

Just remember that mobile users have a different search intent than standard Web surfers and you have to be sure that you can accommodate their needs.

Cindy actively promotes having only one website by making your existing website provide mobile capabilities too. The same goes with marketing strategies. Cindy suggests that businesses integrate their mobile marketing strategy into their existing marketing strategy to get the best results.

The mobile Web is not just the current trend; it’s here to stay. Not only Cindy, but also many others including Dr. Vint Cerf, believe mobile will play a large role in the future. Based upon that information, Cindy believes if you embrace mobile now, you have the opportunity to pull ahead of your competitors.

So how do you integrate mobile into your overall marketing strategy? Here are a few quick tips from Cindy:

-    Follow all traditional and local SEO best practices
-    Provide info relevant to mobile users
-    Submit your site to mobile search engines and directions
-    Don’t rely on: Embedded images, Objects, Scripts, Frames, Flash, Pop-up Windows, Mouse-over trends

There are many mobile applications for search, which are taking feeds from existing search engines and integrating results into their own. Determine where they are getting their data from and make sure you are ranking well there. For mobile SEO, Cindy suggests coding in XHTML, employing multiple style sheets, and using CSS.

For more information on Cindy’s mobile strategies, check out Rank-Mobile.

Mobile is being integrated into many areas such as analytics and online and offline business. In particular with online and offline business, mobile helps to bridge the gap between the two.

Mobile has become increasingly popular in the entire industry because it plays a large role in what we can expect. As many people have predicted, everyone will have a Web-enabled device in the future. Cindy explains how this prediction not only means mobile phones, but also indicates Web-enabled devices such as a GPS, MP3, and camera.

Another contributing factor to add to the popularity of mobile is the continuing changes of the mobile search algorithm. As it gets smarter, it can recognize the Web-enabled device and then personalize search results based upon what it knows. For example, Cindy describes how the owners of a Sidekick and Blackberry are very different people and that the mobile algorithm can acknowledge that.

Most importantly, websites need to be ready to adapt to these mobile devices. Cindy recommends that webmasters use a “device independent design” which would allow the site to run on any device. People using mobile devices have an immediate need and a website should be prepared to respond to it efficiently.

Cindy Krum of Rank-Mobile.com is one of the many who believes that the iPhone has changed search. Think about it, you can use your iPhone whenever you want no matter where you are to connect to the Web.

So, what does all this have to do with businesses? It is up to you to make sure your website is, for lack of better words, mobile search friendly. Does this mean that you have to set up an entirely different website just for mobile? Absolutely not. You simply need to use your existing site to reach the mobile audience.

iPhone users are most likely on the go and don’t have the luxury of having their computer in front of them. Therefore, they don’t have time to wait for a site packed with Flash, JavaScript, or heavy code to load.

In summary, iPhone users need convenience. If it’s not easy for them to get the information they need, chances are they will disregard your site.

With more iPhones selling and more iPhone clones being developed, you had better get your site ready because mobile search is nowhere close to going away.