Mobile searches skyrocket
Who, five years ago, would have thought that today almost fifty percent of Internet traffic would come from mobile searches? The answer is, probably—not many. More to that point, who would have thought that in 2015 we’d be saying things like, ‘Mobile is the way to your customers’ hearts’? Perhaps a rather prescient few. Again, not many.
Hey, it's 2015, and now we are saying those things. Scrap that, we’re not just saying them; we’re shouting them through a megaphone from the highest hill, doing our best to wake up as many people to the glaring truth that mobile marketing is important. Extremely important. So much so that it’s time to start thinking about how your business will rank when searched on a mobile.
The SEO Factor
Did you know, for instance, websites that aren’t responsive—i.e., sites that aren’t mobile-friendly — automatically rank lower in Google’s search engine?
Well if you didn’t know, now you do. Moreover, it’s possible it’ll soon be the case that sites that aren’t responsive won’t even appear on Google if searched for on a mobile device, no matter how much time and effort they have put into ensuring their SEO ranking is top teared.
On April 21st, Google made significant changes to its mobile search algorithm to promote sites that the search giant feels are mobile friendly. Google has further identified the shift towards mobile as a major factor in Internet searches and this means that companies who don’t have mobile friendly websites are going to be at a clear disadvantage when trying to get on the golden pedestal, the front page of google.
What do SEO rankings mean for a business… well for some, everything.
Why Mobile Searches Are Some Important
Here’s another thing to think about: 70% of mobile searches lead to action on websites within one hour. Forty-five percent of mobile searches are goal-oriented; they play a huge part in a consumer’s decision-making process. I mean, even for phablet users, mobile Internet browsing isn’t an easy (or enjoyable) process like it can be on the desktop/laptop. Mobile users aren’t window shoppers — they mean business. And 40% of people won’t even bother with a website if it isn’t mobile friendly, which is reason enough to make the switch.
Another thing to keep in mind is the demographic of people more inclined to use mobile as an Internet search tool. Forty-five percent of users who use mobile searches on a daily basis are aged between 18-29. And when you think about it, it makes sense. People over the age of forty are less inclined to spend as much time on their mobiles purely for the fact that they didn’t grow up with this sort of technology. Of course this isn’t a blanketing truth; there are plenty of ‘older’ people who rely on their smartphones as much as the average teenager. As a general rule though, it’s safe to assume that (statistically speaking) mobile users using their phones almost as they might a laptop or a desktop are typically younger. It’s important then to keep that in mind when contemplating how to leverage mobile searches to your business’s advantage.
A Final Word
There’s no cookie-cutter formula detailing the best way to capitalise on this new consumer habit that has seen mobile searches join the level of importance once reserved for searches done on desktops and laptops. Alas, the only viable way forward is to shine light on your own business — on your target market, on your website’s current state of mobile-friendliness, on your SEO methods, etc. — and craft your way forward accordingly. If mobile is still stuck in the dark and cobwebbed recesses of your marketing strategy, pull it out, dust it off, give it a cold shower, and start seriously looking at the options in front of you. The time of mobile is now.