Mobile search has been getting a lot of attention lately from marketing experts and search engines, and for good reason. Smartphones (iPhone, Android, etc.) and Internet enabled mobile devices (Kindle, Nook, iPad) have tremendous sales rates, but the majority of search marketing is geared towards personal computers. If you are unsure of the importance of mobile search, consider the following statistics.
- Google predicts mobile search will surpass desktop search at some point by 2015 (Google 2011)
- 9 of 10 mobile searchers make a phone call or take some other form of action
- 7 of 10 mobile searchers take action within an hour (Mobile Marketer 2011)
- 6.8 billion people live on the planet. 5.1 billion of them own a cell phone, but only 4.2 billion own a toothbrush (Mobile Marketing Association Asia)
- 95% of smartphone users looked up local information, and of those, 61% called and 59% visited the business (Google 2011)
What does all of this mean for you?
By not optimizing your site for mobile search you could be missing out on a huge number of new patients. Many areas of the mobile community show much higher levels of conversion than desktops or laptops, especially the local community. Mobile is changing the way consumers interact with businesses. Mobile marketing is in its infancy, so now is the best time to get involved.
In order to bring in new patients from mobile search, they have to be able to find your site. Mobile search engine optimization (SEO) is very similar to SEO for your main website. We are able to optimize your mobile site so that it looks and functions similarly to your main site, but will come up higher in rankings for people doing a search from their smartphones and tablets. We are also able to track the number of visitors you receive to your mobile website so that determining value is easy. Places listings also play a large part in mobile SEO, but we’ll save that for another day.
If a paid search campaign is on your internet marketing consideration list, it would be wise to add mobile pay-per-click (PPC) to that list. The current mobile PPC landscape is full of potential. Because of the lower levels of competition in mobile search, the average cost-per-click (CPC) is considerably lower than for the regular search networks. Also, mobile users are wanting and looking for a strong direction from your ad, like making phone call. Google and Bing now offer mobile-only campaigns, so even if you have no desire to enter a PPC campaign full force, you can just stick a toe in with mobile PPC.
Mobile is making considerable waves in the industry, and it’s not going anywhere. Many even believe mobile search to be the next frontier of search marketing, and the statistics back up this belief. If Google’s predictions come true, mobile search will take over the internet marketing landscape in just a few years. Maybe it’s time to give mobile marketing some serious thought.