Like we have done in the past for ClickZ and iMedia Connection, we are now regular contributors to Marketing Land, which is a sister site of the ever-popular Search Engine Land website. Our CMO, Craig Hagopian, wrote “Get Your Site Mobile-Ready With Web Analytics,” which was published earlier today.

The central message of the article is to encourage optimizers and marketers to utilize the mobile-traffic reporting available in most analytics tools. When deciding between either a server-side or client-side platform, the availability of mobile data should be a major point of emphasis. The availability of such data will help you understand how mobile users are engaging and interacting with your traditional site.

For example, if you know the specific pages that most mobile users gravitate toward when visiting, you can better optimize, organize and design content there, with the goal of converting search traffic into sales traffic. Or if you discover that mobile visitors display high bounce rates or that the average time on your site isn’t very high, your website might not be structured in such a way that facilitates mobile viewing.

These are just some of the topics covered in the article. In the end, readers will walk away with a better understanding of how to access mobile data in an analytics platform like Google Analytics, as well as how to interpret and apply the information.