Optimizing Mobile Search Strategies

Scott Lambert

In the year that mobile searching is expected to become the predominant form, it has never been more important to have a search engine optimization strategy that takes full cognizance of the way people use their mobile devices. Specialists have been working on this for some time; however, it is only recently that enough data has emerged about mobile use for refined strategies to be developed – and, of course, they need to be adjusted to suit individual business needs and also constantly updated to keep pace with new technology.

Mobile strategies differ from those used on conventional computers for a number of reasons:

  • Smaller screen sizes – even on a tablet, the chances are that a user will not see as extensive a display as on a desktop computer, which means that search engine results will appear in a more compact form. This makes it more important to be near the top of the list for any target query – realistically, in the top three – and also means that sites should have shorter, snappier Meta descriptions.
  • Different contact habits – people on desktop machines and laptops often open up new tabs or windows for following up interesting discoveries, researching further or opting to make email contact. Mobile users may not even visit landing pages. What they want is quick, convenient contact using the most obvious device: the phone. A well-placed click to call a number can significantly improve conversion rates.
  • Use on the move – because they have their mobile devices with them when they are out and about, customers using these devices for search purposes are more likely to be focused on local information and are more likely to go directly to physical premises. This means that keywording should consider local search needs, making the business clearly locally relevant and easy to find.
  • Privacy – mobile devices can be used to make purchases people are shy about making on machines where colleagues or family members might see them. This means they are all the more important for businesses selling such goods – everything from hair-restorer to surprise gifts.
  • Demographics – although their appeal is broadening, mobile devices still appeal most strongly to younger people. This means youth-oriented platforms such as Instagram and Twitter have elevated importance in comparison to traditional platforms, and that the platforms of choice are continually changing. A successful mobile search strategy must be continually updated.

Getting the hang of mobile marketing can take practice, but there is nothing inherently mysterious about it – it just requires letting go of the notion of a one-size-fits-all perfect solution.

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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