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1) The opening scene - Use the header to highlight the name of your venue! It may sound obvious, but some people are missing this out. Additionally, the better you use this space, the more information people will get in the short summary from a search engine, and the better click-through you will get. Additionally, people browsing on mobile devices will want a succinct description to make absolutely sure they want to view further information on the page.

2) Put me through to my agent! - Putting a telephone number high up, especially a free-to-call or local call (or even free VOIP) number will enable people to quickly get to book tickets if they are out and about on a mobile device or cell phone.

3) Put yourself on the map - Use your location record, as people are using search engines like jepaa.com to find places in a specific region. Of course, put your physical address in there also in the keywords, but why not also put a sub-folder to 'directions', enabling people to understand where you are and which subway, tube, bus, tram or train they might be able to get to you on, and link to maps or photos of the surrounding area, or where they can park. Equally, make sure you outline accessibility options in the free text for people to know whether there is an audio system for the hard of hearing, signing options or wheelchair access.

4) What's on? - You can put a sub-folder for each film being shown and the times they run - it can be directly accessible from a mobile device thus enabling people to quickly see the schedule. You can also change these quickly and simply or, like Watershed, build a script to update them automatically. Information in free text keywords could include whether the film is in English or is subtitled, what age limits there are, and potentially other information such as who the film's music was composed by (and even a link to where to purchase the soundtrack).

5) Everyone's a critic! - You might possibly publish links to some of the films reviews so people can make a choice as to whether the film is suitable for their tastes. You could also put links to places where people could write their own reviews once they've seen it, or vote on whether it was good or bad via SMS.

6) A cast of thousands - Many cinemas, whether they be boutique or art houses, are starting to use social media to help build a community around their activities. So why not put links to social media sites, picture sites, twitter or blogs, to give people a sense of who you are?

7) Shorts - If you do have a mobile-friendly website, don't forget to put it on the .tel. m.yoursite.com or yoursite.mobi provide people with the comfort of knowing it's not going to cost them as much as browsing a .com site on their mobile, especially if they're visiting from overseas and using their mobile devices.

8) The language of film - Don't forget, the .tel domain can support multi-lingual keywords, so do remember to provide your .tel in multiple languages if you can and do appeal to a broad audience or are focusing on a particular international audience, perhaps with a film festival. It will also enable you to get indexed in local country level search engines.

Check out watershed.tel for an example of a Cinema and Cafe .TEL.