Mobile SEO vs. Usability - SinglePlatform

[JaredDetroit]

I have a restaurant client that we're setting up with SinglePlatform.com to distribute their menu and make sure all of the restaurant sites have updated information for their business. As part of SinglePlatform's service, they offer a mobile site. Normally we would just create a mobile site and make sure that it's optimized but this client isn't ready to invest in a customized mobile site yet. The mobile site we can get with SinglePlatform is very simple. Call, Menu, Address, View Full Website, Photos, General Info.

I know this would make it much easier for mobile users to find information and contact them but it's not mobile best practices. Whatever main page they land on would redirect them to the home page of the mobile site (i.e. not a 1 to 1). We also won't have any Google Analytics information for this site.

The question comes down to usability or SEO? I'm leaning toward the mobile site for now and sell them on a customized solution later. I guess I'm just looking for some verification or any insight.

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[RobertFisher]

Jared,

With any SMB you have to straddle the line between best practices and budget. I would not build a mobile site even when they are ready, but would go responsive as that IMO is the best practice. Given they do not have the wherewithal to do more site building, this looks like a workable solution. 
I am surprised they cannot provide traffic metrics, etc. 
One thing, make sure the phone number they use is the same as the NAP for the business. Do not let them use a tracking number unless that number is an image. (remember the image cannot link to a number that is different than the NAP and it cannot have a number in the alt text either.) This is a key point.

Hope that helps,

Robert

[SErOb]

In this case, especially, usability = SEO.  Mobile for restaurants is extremely important.  People like to use the sitelinks to go directly to a menu or directions.

Sounds like you're aware of Google's stance on the subject.

I'm not familiar w/ SinglePlatform- but I'd think they are addressing or will have to address this soon.

[JaredDetroit]

Yes, I think it's a must for them now as their current site is almost unusable on a phone. The main issue with the mobile site and Google's stance are the faulty redirects. I believe everything redirects to the mobile home page right now. It may not be a huge deal right now because they have limited content but it's something we'll have to address.

The mobile site currently can be indexed by Google as well, which is an issue.