Why having a mobile search strategy matters.
Search is no longer the domain of desktops. The rise of smart phones has enabled populations, all over the world, to use the Internet from their phones. But we behave differently when using mobile phones, and search engines tap into this – so if you want people to find your website you need to have a mobile search strategy in place.
For many brands the majority of the traffic now comes from mobile & tablets. There are two places that mobile gets used most often: (a) when on the move, including commuting and (b) when at home. The home-use is often in conjunction with watching TV – known as ‘second screen‘ activity.
What’s different about mobile search is that users are in a different state of mind. The users is looking for a more immediate or convenient solution. Very often they’re looking for a local solution, especially if they’re travelling or ‘out and about’ at the time of the search.
As with all marketing, you need to be clear whether or not your target audience do behave in this way, but if they do, you now need to be considering whether you should have a dedicated mobile platform; and whether you should be creating localised content on your website to maximise your exposure to the smartphone searchers.
As marketers, we’re now certain that optimising for the top slots in mobile search results is vital. New research from EventBright shows us the click curves for mobile and tablet devices – and being found at positions 1, 2 or 3 is even more important to getting clicks on mobiles than it is on desktops.
Even though these stats are generated in the US, the importance of mobile has hit these shores too. Google has incorporated smartphone search volumes in their newly revamped ‘Keyword Planner’ and how Google has made mobile advertising an integral part of all Adwords campaigns. If the ‘king of search engines’ is saying you should be thinking mobile, get on and think about it!