This is the fourth in a series of blogs on the next generation of search engine optimization. Catch up on the other posts: Next Generation Search Engine Optimization, Next Generation SEO – Content Power, and Next Generation SEO – The New Customer Journey.
The Convergence of Mobile and Search
In 2015, the total number of searches conducted on smartphones and other mobile devices surpassed the number conducted on desktop computers for the first time, marking a critical tipping point in the importance of SEO relative to mobile marketing.
The fact is, mobile is fundamentally and effectively the foundation of search now, and ignoring one or the other will position your business at a significant disadvantage relative to your competition. Consider these mobile stats that aren’t just eye opening, they’re eye-popping:
- 68% of Americans own a smartphone
- Nearly half of American adults own a mobile tablet
- 91% of people always have their smartphone at their side (day and night)
- More than half of all smartphone users grab their mobile device immediately after waking up
- On average, people check their phones 150 times daily and spend 177 minutes a day using them
That feeling you have everyone is constantly looking at their smartphones? It’s actually a fact: we live in the “Golden Age of Mobile,” and there are major implications for your business.
Sold in a micro-moment.
American consumers are tethered to their devices, and they rely on them to investigate, inform, and validate their investments, however big or small, and increasingly, they use their personal devices to complete the entire conversion cycle. There is no “off” button, and you can miss the opportunity to connect with new and recurring consumers in the blink of an eye, or a micro-moment as it is often called, if your business is not present (digitally). Be mindful not to underestimate the power of the micro-moment: it applies to both large and small purchase decisions alike.
Being there is everything.
Effective search engine strategies prioritize mobile content and optimization, given the weight it now carries within search. Search engine algorithms work to interpret searcher needs and deliver results that are preferential, and the monumental shift to mobile means search looks for content that will work best in mobile environments. Steps you will want to take to impact mobile search include: ensuring your directory listings are accurate, including your name, address, location, phone, and map drop-pins because these are what mobile users are often looking for when then search. Another opportunity for ensuring mobile success is incredibly straightforward but often overlooked: your website simply has to be responsive. You need not build a dedicated mobile page, in fact that will work against you, but you do need to have a page that resizes and scales to users’ screens. Beyond your basics, social media are combined to create a critical segment that impacts mobile search significantly; social media includes traditional networks (Facebook, Twitter, etc), video (YouTube), and review sites (Yelp, G+). If you need a quick crash course on how to activate social media, catch up with our eBook “The Social Landscape for Local Businesses.”
Ready to get started?
If you’re ready to get started but not quite sure how, get in touch with us! We’d love to talk to you about mobile and SEO. For more information, visit our contact us page or call 888.573.4773.
Anderson, Monica, “Technology Device Ownership: 2015,” Pew Research Center Survey, pewinternet.org
Morgan Stanley Survey; “Consumers in the Micro-Moment” Google/Ipsos March 2015. Base: smartphone users in the US
Sukhraj, Ramona. “25 Mobile Marketing Statistics to Help You Plan for 2016” Impact Branding & Design Nov 2015 impactbnd.com
Lawson, Matt. “Win Every Micro-Moment with a New Mobile Strategy” Google Sept 2015 thinkwithgoogle.com