For years, Google has been touting that having a mobile site is crucial, and they’ve given website owners a lot of help in understanding what that means for search engine optimization. Today ushers in a new era where being competitive doesn’t just mean having a mobile site; it means having a mobile marketing strategy that encompasses understanding your mobile share of voice, variations in rankings by device type, and optimizing your mobile campaigns accordingly.
Global mobile ad spend will climb to $100 billion in 2016. It is expected to double to nearly $200 billion between 2016 and 2019, accounting for more than a quarter of all media ad spending worldwide. More ads mean more mobile traffic, and marketers must prime their websites for conversions. Getting your conversion events prepped for mobile should, therefore, be a high priority. Whether that means streamlining the checkout process for mobile users or making your conversion landing pages suited to the mobile visitor, this is something to consider next in optimizing your mobile experience.
Sixty-two (62) percent of organic searches show different results on desktop and mobile. These rankings are defined by Google webmaster Tools; MVI has this data and we encourage you to request your standing for the most important keywords. Or you can request a list of keywords driving traffic – and where each is ranking – on mobile vs. desktop. Knowing this information is vital to creating a mobile strategy. Keep in mind, your competition in mobile ranking may not necessarily be your competition on desktop. MVI has the capabilities of identifying your top mobile or desktop competitors and figuring out their strengths and weaknesses.
There’s no question that mobile and local go hand in hand. According to Google, 94 percent of smartphone users are searching for location info. Furthermore, people are increasingly using their mobile devices while in a store to research the product they are considering. Remember, 77 percent of mobile searches occur at home or work – understanding how keywords vary by device (and how the message will, in turn, vary) is important to staying relevant. When MVI talks about the opportunity mobile presents, we are referring to the circumstance where your potential customers seek your products or service. Time of day, location, and proximity, are factors that define your marketing message.
Consider two individuals both searching for exactly the same thing: pizza. The first is on a mobile device, searching while out and about downtown at 7:30pm. The second is on a laptop at home at 11:14am. The first is likely looking for a nearby dine-in pizza experience. The second is likely looking for a delivery option at home. Each of these hungry customers will require tailored messaging to most effectively serve them. Hence the message offered determines results.