When you create content for your mobile site, think about the way mobile users consume the information. Typically when we are searching for content on a mobile device we want it quickly and immediately. Mobile users have a different attention span than desktop users. Consider that if you search for a restaurant on a mobile device you are likely out of the office, hungry and looking for something close. If you are on your desktop, you might be looking at the menu and planning ahead for a future event.
Google recognizes the difference and via its knowledge graph is attempting to serve up answers to simple questions as quickly as possible. So optimizing mobile content for SEO purposes makes sense.
The one area where mobile users seem to be willing to spend some time is for entertainment purposes. According to ComScore, time spent consuming rich media such as videos is higher than on a desktop.
The point is to treat the content for mobile users and desktop users differently. The old adage, know your audience still holds true. Pay attention to how and why they search on each platform and then organize your content accordingly.
Consider that most mobile users prefer to scroll rather than click. So if your content is better suited to pagination, then allow readers to swipe to turn pages rather than click a tiny link to go to the next page. Additionally, images should be more closely cropped and sized to load quickly. You might want to avoid images that are highly detailed and don’t show up well on a small screen.