Click Curves Reveal Mobile Marketing Secrets

Scott Lambert


The first ever click curve report for mobile devices was released this week, and its results should make search engine optimization marketers sit up and take notice. Although it has long been known that being on page one in a search engine’s rankings makes a big difference, this report suggests that as far as mobile users are concerned, if a business is not represented among the first few results then it might as well not exist.

The results of the study reveal a very simple metric: the smaller the screen on the device being used, the steeper the curve. On a traditional computer 5% of users – not necessarily a small numbers of people – are still looking halfway down the front page. On a tablet, only half this number bother to look, and on a smartphone the number is even lower.

The logical conclusion is that the increased hassle involved in scrolling on a small screen means that most users simply click on one of the first things they see. It may also be the case that people are less likely to do in-depth research using a mobile device and that people with tight data limits on their mobile contracts want to keep page loads to a minimum.

What Does this Mean for Advertisers?

First of all, it means that it is more useful to rank highly on a less commonly used search term than to come in at number 11 – or even number 6 – on the list for a more frequently used term. This means that businesses whose SEO is unable to get them to the top on the most popular terms are probably better off focusing on less common ones as they develop their websites and social media profiles. This is especially important for businesses with a strong focus on local search, where being visible to mobile users is important for attracting customers who might be impulse shopping nearby.

The new search engine for mobile designs currently being released by Bing may yet trigger a shift in this search pattern and it is likely that this will shift further as other search engines follow suit. The increasing number of contracts offering unlimited data or setting very high data limits could also mitigate the trend. Nevertheless, in the meantime it is clear that online marketers really do have to aim for the top.

To find out how your business can raise itself in the rankings, call Xcellimark at 888-318-3950 ext 211 to speak with an internet marketing consultant today.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: SEO

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