Businesses opting for SEO campaigns should consider mobile search in their development of a strategy, according to a recent report from xAD. The company found that mobile search volume has increased 30 percent in the past year and shows no signs of slowing down.
As smartphones and tablets continue their growth, more people are using their handsets to search for nearby restaurants, businesses or just general information.
For marketers, especially those relying on SEO campaigns, mobile search requires some adjustments from typical desktop search. Primarily, mobile search algorithms yield results dealing with a user’s location. While a disabled GPS system will prevent this from changing too much, most smartphone users enjoy using the features provided by their mobile device.
In its research, xAD found nearly 33 percent of searchers use their mobile search more than five times every month. Brafton reported on Wednesday that smartphone sales increased more than 5 percent in the third quarter compared to the same time period last year. As such, the amount of people turning to mobile search this frequently will likely increase.
Adjusting content direction and keyword strategy to include some information relating to specific states, regions or neighborhoods may help companies boost their standing on mobile SERPs. Additionally, mobile applications are changing the way businesses approach mobile marketing, as they frequently sort information based on location. While this is not necessarily related to search, monitoring feedback from web directories, such as Yelp, will help companies improve their services and products.
In general, the mobile web is quickly taking over. Its value grows every day and Brafton reported recently that experts believe it to surpass desktop web access as the primary access point by 2015.
