Google has confirmed that more than half of its searches come from mobile devices. Since people do more than 100 billion Google searches each month, that’s a lot of mobile users looking for content.
The concepts that a mobile-friendly website is essential and that people are searching from their smartphones more frequently aren’t new. However, this statistic proves that mobile searching is growing rapidly and is an area of search engine optimisation your business can’t afford to ignore.
Excelling at mobile SEO and creating a website that helps you give your market a great online experience and convert visitors into customers all starts with an understanding of how mobile searchers are different from desktop searchers.
They are Short on Time
Most of the time, mobile searchers are on the go. They are looking something up quickly on their smartphone or tablet and don’t have a lot of time to search for information. They need to find things quickly through search results and then quickly scan pages for what they are looking for. So, work to rank your content and keep your mobile pages brief and to the point.
They have a Mission
Think about when you do a search on your smartphone. Are you just browsing the internet for fun content or are you looking for something specific? In most cases, you’re probably looking for something. Most mobile searchers know what they need and are looking for it with a search engine. Meet those needs to get more traffic and valuable visitors to your site.
They are making Purchasing Decisions
People using their smartphones to search for information are often considering making a purchase. In fact, in stores, 82 percent of smartphone users use their phones to help them decide what to buy. Google is well aware of this and encourages marketers to use mobile marketing to cater to an audience of potential customers and people who are shopping or comparing products. Make things like product descriptions and reviews accessible so you can persuade mobile searchers to buy your products.
They have Limited Ability to Act from their Device
While people using smartphones to shop are likely to make a purchasing decision, keep in mind that smartphones offer limited options for taking action. In other words, doing some things is harder on a mobile device than on a computer. Avoid things like long forms, confusing directions and calls to action that require multiple steps to complete. Keep things simple when you target mobile searchers because the easier it is for them to do something, the more likely they will be to respond to your call to action.
They can Share at the Touch of a Button
Mobile devices make sharing very easy. With just a few taps it’s easy to send a link, blog post or product review to a friend and marketers should leverage this. Make your content the type of content people want to share or post to social media. This means making sure it is valuable, helpful and even entertaining so people will help you spread it across the internet and to a wider audience.
Mobile searchers have slightly different goals and use search engines a little differently than desktop searchers. Keeping this in mind can help you learn what kind of content you want to rank, what keywords you should target and how you can make your mobile website more effective.