mobile marketing

Local Search on The Rise! Is Your Web Site Mobile-Device Friendly?

The share of Internet searches coming from mobile devices is approaching a massive 20% of all searches, and some brands have reported that as many as a third of their total traffic is mobile. That means that if you’re not prepared to take advantage, you’re falling behind the curve in a big way.

What Makes Mobile Searches Different?

From a technical perspective, almost nothing — but from a human perspective, the difference is immense. When you search from your desktop at home, you’re on your butt. Inertia is going to do its best to keep you on your butt; you’re more likely to look at your results as informational rather than directive. But when you search from a mobile device, chances are it’s because you’re not at home on your butt.

When you’re on the move, your inertia is forward, and you’re probably searching because you’re looking for the right direction to turn.  You’re more likely to search because you want something, and you’re more likely to use the results you get to decide where to go to get what you want. That makes mobile search more likely to drive feet through your door than desktop search — which means these are more high quality searches from a marketing perspective.

Moreover, every day, more and more people are downloading and using local search apps like Yahoo Mobile, Google Mobile, and Live Search Mobile that are specifically designed to return local search results. These apps are a small business’ dream for all of the reasons just mentioned — but if you’re not ready with a mobile-friendly site that’s indexed in the various apps’ databases of local businesses, you get nothing out of it.

Mobile Friendly Sites Are Different, Too

When you design a website, you design it with some basic assumptions in mind. You assume your searcher has:

  • A mouse.
  • A sizable screen.
  • Enough time to poke around your site a little bit.
  • A greater interest in visual attractiveness than in quick load times.

Mobile sites can’t make any of those assumptions — because they’re all false. Mobile sites need to be navigable without mouse-overs, click-and-drag, right-click-and-save, or any other operations unique to a mouse.  They need to adapt themselves to whatever size of screen they’re given to display on. And most importantly, because mobile searchers are often searching while walking up stairs with a baby in their other arm, it has to be stupidly simple and straightforward.

You need your mobile site to get to the point — to get the most important, and more importantly the most useful, content in front of the surfer first thing. It needs to be usable with as little effort as possible. And it needs to do it with as little bandwidth as possible, because most mobile users are on a bandwidth-limited plan.

Get Ready For the Local Search Boom

Getting a mobile website developed — or, more likely, your desktop website re-engineered to show up appropriately on a mobile device’s searches — is the obvious choice for any small business that wants people to come in and buy things. Does that sound like you?

I have over 10 years of experience developing inbound marketing strategies for small to medium sized businesses. My hands-on marketing and technical skills related to SEO, PPC and Social Media continue to provide my clients a tremendous online exposure – with an outstanding conversion rate.

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