For local businesses, a strong mobile-specific SEO strategy is a must. Mobile searchers are very frequently local searchers and that brings big opportunities to the doorstep of any local brick-and-mortar operation.
For this reason, now is the time for SEOs to figure out how to get the most out of this opportunity and bring those mobile searches to their clients.
For the most part, people do not use smartphones or tablets as replacements for PCs. They do different things on each.
Because of the small form factor of even the largest smartphone, browsing simply out of curiosity is not really practical. People generally conduct this type of “looky-loo” activity on their laptops and desktops, which are far more conducive to casual perusing.
In contrast, people search online via their phones when they really need or want something — and when they are ready to do something about it. Mobile searchers are not just shoppers; they are buyers.
To highlight the importance of mobile SEO, consider your own experiences. Following are some ways you might use your phone, but never your laptop.
When you consider situations like these, you must then consider the experience that corresponds to such searches and how they will naturally be different than any desktop search could ever be.
It is important to note that some of the important “search” elements here extend beyond your meta description and move into the realm of what happens once people actually click on your search listing.
Taking into consideration that the user experience from this point is critical, this is where too many businesses fall short. At its essence, a good mobile strategy is one that ensures a truly useable and useful website experience on a smartphone or tablet. It’s that simple.
Following are some points to keep in mind when executing your plan:
Another important element that must be mentioned here is analytics. When setting up and reviewing your metrics, plan for offline and multi-device conversions.
The customer that calls you to check product availability and then buys in-store should count as a mobile-assisted conversion, but it’s not measured in the same way as the customer that buys online. Don’t sell your own efforts short by not accounting for these actions.
Mobile traffic growth has been the hype for some time, but merchants have yet to see exponential growth in conversions. That is due in large part to the fact that businesses have not put forth a truly functional mobile experience.
Instead of waiting for your customers to go first, you must provide the infrastructure for them to have the right experience; and then, they will follow your lead.