Let's be realistic, the search marketing strategy of your business is never truly steady.
Devices update, algorithms adjust, and the balance between organic search and paid placement continues to change. The ground is always shifting beneath search marketers, making change the only constant.
For that reason it can be hard to accept that, when it comes to mobile search marketing, not only does your business need to adjust, it needs an entirely new strategy.
Mobile Search is Different than Desktop
The main difference is obvious but it drives most of the other important considerations when planning your mobile search marketing strategy: people searching on smartphones are usually on the move.
This impacts the search process in the following ways:
- People searching have less time to spend on the search. They tend to want fast access to information or to find and complete a quick transaction.
- Searches present more immediate access information, like maps, directions, phone numbers and suggested app downloads.
- Local results like business listings and reviews are given preference over general websites and media.
- The terms used to search are different, whether due to urgency or the device being used.
- Voice search through Siri, Google Now and other services is also growing in importance.
Smartphone adoption in the U.S. keeps on rising, hitting 62% of the population according to comScore's last count. The importance of your business appearing in mobile search results grows with that figure.
Separate Your Mobile Strategy
Getting into the mind of a mobile searcher requires a completely separate approach to optimizing your content.
Understanding that potential customers searching on smartphones (or tablets) have different needs than those at home on a desktop computer will help to define your approach to mobile search marketing.
Is your business appearing in map-based search results and local listings? It needs to. Once you get those visitors, will a site design that adjusts to different devices or a mobile landing page that encourages downloading your own app serve them best?
We've written about how to increase your mobile user engagement before. The quality of the mobile web experience you provide goes a long way to improving both search rankings and increasing customer conversions.
Mobile search is a different animal than desktop search and your business needs to adjust accordingly to tame it!