Whether you’re an Android user or a devout iPhone fan, an ecommerce retailer or a service business, a start-up or an established firm, there’s no avoiding the need for mobile SEO. But why is it so important and what is behind the push for mobile optimised content, landing pages and loading times?
#1 Changing consumer internet habits
The root of the mobile SEO movement is easy enough to trace – as consumers, we’re surfing the net much more regularly from mobile devices such as smartphones and tablets than we are laptops and desktops.
The way we browse, discover, research, compare and buy has changed as technology has made it more convenient to go online from a handheld device than wait until being back at a desk.
With improved technology comes a change in how it’s leveraged and for consumers, that means an always on mentality. This shift spawned the micro-moment, a Google term which it says has been driven by our growing habit of going online from our mobile devices:
“As mobile has become an indispensable part of our daily lives, we’re witnessing a fundamental change in the way people consume media. What used to be our predictable, daily sessions online have been replaced by many fragmented interactions that now occur instantaneously. There are hundreds of these moments every day—checking the time, texting a spouse, chatting with friends on social media.
But then there are the other moments—the I want-to-know moments, I want-to-go moments, I want-to-do moments, and I want-to-buy moments—that really matter. We call these “micro-moments,” and they’re game changers for both consumers and brands.”
As brands, mobile SEO provides a way to be present in those critical decision-making moments.
#2 The arrival of voice search
Mobile SEO is irrevocably tied to voice search. While voice search technology has existed for several years, it’s only recently emerged from under the radar to become a mainstream search consideration.
The 2017 Mary Meeker State of the Internet report pegged voice search as 20% of all mobile search queries – a figure that had grown seven-fold between 2010-16. Voice search is also growing in popularity, with CIRP data showing over 45 million smart speakers were sold in the USA in 2017. Juniper Research forecasts 175 million devices will be installed by 2022.
While voice is growing in its own right, it’s also intrinsically linked to mobile use with Apple, Samsung and other manufacturers building voice search into smartphones.
#3 Local SEO demands great mobile SEO too
Local search is another area of the search landscape that is heavily linked to mobile. With users able to ask their mobile to help them find ‘near me’ products and services while on the go, the two disciplines go hand-in-hand. This means brands that take the time to optimise their online presence for mobile devices (by ensuring that their site is easy to navigate and loads quickly on a mobile device for example) can also capitalise on local search traffic.
Lisa Gevelber, Google’s Vice President of Marketing for the Americas says that mobile users expect the results that show when they conduct a near me search to be relevant even without location qualifiers. She notes, “Looking for something nearby—a coffee shop, noodle restaurant, shoe store—is one of the most common searches we do. In fact, nearly one-third of all mobile searches are related to location.”
If your business has a local presence, optimising for mobile gives you a chance to cash in on local search traffic too, not to mention helping boost in-store visits and foot traffic at your location.
With more mobile traffic up for grabs than ever before, and more consumers turning to a tablet or smartphone than a desktop, it makes sense that you need to invest more time, effort, strategy and resources into ensuring your site is easily found, easy to use and optimised for the mobile experience. In fact, with Google announcing in 2015 that more searches took place on mobile devices than desktops, the importance of optimising your site for mobile visitors is irrefutable.
We’re passionate about mobile SEO here at Adrac and specialise in helping businesses just like yours capitalise on the new opportunities this growing area of search presents. Contact us to find out more about our approach to mobile and our conversions guaranteed model.