Smartphones have become an essential to our daily lives, so much so that we often feel as though we cannot leave the house without one. They allow us to remain in constant communication with others, as well as allowing us to search for and discover the unknowns that we come across day to day, whether that be where we can buy lunch from, to keeping updated with the news. Google calls these sorts of searches micro-moments, when people “want to know, go, do, or buy”.
For those of us in Search Engine Optimisation (SEO), this is an interesting development because these smartphones are essentially a portable search engine, introducing a whole other platform for optimisation and marketing.
Towards the end of last year, search giant Google announced their Mobile-First Indexing (you can read more about that here), which was essentially a call for everyone to make their websites mobile responsive, or lose their ranking positions on the Search Engine Results Pages (SERPs). The reason for this is to ensure the most relevant search results appeared for smartphone users, as Google have identified that mobile search is growing at 146% a year and they want to provide the best experience for these users.
As a business owner, it is important to make the switch to a mobile-friendly site so as not to lose out on this potential business. As well as this, optimising your site for the mobile search engines is vital to ensure the maximum traffic to the site, which will ultimately lead to more sales and enquiries.
How Can You Optimise Your Mobile Search Listings?
There are several ways in which a mobile campaign can be carried out. The first is by optimising your Google Places listing – read our blog on this here. As Google Places listings can often appear before paid and organic results, taking advantage of this free tool is essential. This image on the right is an example of how the WNW Digital Google Places listing ranks higher than our organic search listing.
In mobile SERPs, it is usually only the top 2 listings that show as the screens of smartphones cannot fit more than this on them. In the majority of cases, these top spots will be held by Google AdWords (Google’s answer to paid search), which highlights the importance of using Paid Search. Read more on Paid Search by clicking here.
Have a Niche
It is also important to think about the intent of someone’s search, and the context they are searching in. Targeting a keyword with a lot of traffic will drive a proportion of users to your website but it may not be relevant traffic, leading to a very low conversion rate. Targeting a niche, however, is likely to bring more relevant traffic to your site.
According to Google, ‘mobile makes up 88% of all “near me” searches’. This is a notable statistic, especially for smaller, local businesses. Say you’re a small deli and you want to encourage more sales over lunch periods, by targeting specific phrases such as ‘fresh lunch near me’, you can rank higher up in the mobile SERPs and chances are that as a result, you will see your businesses’ footfall increase significantly.
Mobile Search, like everything is the SEO world, is constantly evolving and all we can do is try not to get left behind. After ensuring that your website is mobile-responsive, optimising these 4 aspects of Mobile Search will increase the quantity and improve the quality and relevance of traffic to your website, and as a result will generate more conversions.
For more information on Mobile Search, please contact WNW Digital today.