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.