Anyone with a smartphone knows that search is one of the most popular functions on mobile, yet mobile SEO is still a poor relation compared to desktop.
A quick look at the stats shows that we should be paying more attention to mobile SEO, with data from Marin showing that mobile devices accounted for 13% of search spend in June 2012 yet took a 20% share of clicks.
However creating a mobile site isn’t a simple process and there are several criteria that need to be taken into account to effectively optimise a site for a mobile audience.
SEO consultant Aleyda Solis addressed the topic of mobile search at BrightonSEO last week, listing seven things that marketers need to ask themselves when optimising a site for mobile SEO.
Here’s a run through of Solis’s points...
While mobile is presenting some tough monetization challenges for companies like Facebook, it's increasingly looking like a boon to others.
Google, for instance, is seeing spending on mobile search ads skyrocket, and it's working hard to improve its mobile ad offerings. In many cases, its efforts appear to be showing signs of success.
UK advertisers are responding to the consumer shift towards mobile and tablets by investing in mobile search.
Data from Marin Software’s Online Advertising Q2 2012 report show that mobile devices accounted for 13% of search spend in June 2012, yet took a 20% share of clicks.
This tallies with data from IgnitionOne which shows that mobile search made up 14% of total search advertising spend in Q2, up slightly from 12.3% in Q1.
Similarly, Q1 stats reported by Adobe show that mobile now accounts for 8% of US search spend compared to 11% in the UK.
Just 49% of companies have a strategy for integrating mobile into broader marketing activity, including 35% who say integration is very basic.
This is one of the findings from Econsultancy's Cross-Channel Marketing Report 2012, carried out in association with Responsys.
Though mobile has grown rapidly over the past few years, it seems that many companies are held back by organisational issues, while others may need to focus on tactics such as optimising email for mobile, rather than relying on QR codes.
Google says that 40% of mobile search has local intent, meaning that people are looking for information on products and services in their immediate vicinity.
This is a huge opportunity for businesses such as restaurants, hotels and bars that consumers may be looking for at short notice.
Similarly, shoppers may be looking to compare prices while in-store or looking for the nearest outlet of their favourite brand.
With this in mind, I searched for hotels, restaurants and women's clothes in my immediate vicinity to see whether brands that appeared in the local search results were making the most of mobile traffic.
Mobile search is growing rapidly, increasing by 250% for Q1 year-on-year as traffic on mobile devices increased four-fold. It's also a trend that looks set to continue.
Mobile now accounts for 11% of all UK search spend compared to 8% in the US, yet many companies have been slow to wake up to the opportunities that it presents for increasing brand awareness and customer acquisition.
One such case in point is paid search. Brands are spending big bucks on some keywords, but are neglecting the mobile searcher. This not only reduces the opportunities for acquisition, but could also negatively impact Quality Score.
With this in mind, I looked at which brands are most visible for each of the three most valuable keywords (mortgages, insurance and loans), and whether they make the most of their prominence by linking users to a mobile site.
A new survey of European consumers confirms the trend for shoppers to use their smartphones to research products in-store.
The report from Tradedoubler found that 42% of smartphone owners use their device to compare prices in-store, while 13% claim to have switched stores after finding a better offer elsewhere.
Location-based offers or vouchers, however, help to secure the interest of a fifth of potential buyers.
There are now plenty of stats and surveys which show the growing importance of mobile marketing.
For example, recent stats from Knotice showed that 27% of emails are opened on mobile devices, while mobile commerce has grown steadily over the last two or three years.
So what is best practice for mobile marketing? Here are seven tips to maximise your mobile campaigns...
Thanks to the iPhone and the popularity of smartphones, we've seen rapid growth of mobile commerce over the last couple of years, something we've covered in detail on this blog.
According to IMRG stats, 7.7% of visits to UK e-commerce sites came from mobiles in 2011, accounting for 3.3% of all purchases.
This may seem low, but though most have seen the light, not every retailer has launched a mobile site or app. For those companies with more forward thinking mobile strategies, the gains are there to be had.
For example, 18% of Ocado's sales came via mobile last year, while Dominos made £10m via mobile last year, and £1m in just one week early in 2012.
This infographic from IMRG and eDigital Research contains some great stats on m-commerce growth from 2009 to 2012...
Advertisers are still reluctant to allocate budget to mobile search, according to a new survey from the World Federation of Advertisers.
The survey found that 66% of WFA members did not yet allocate budget to mobile search and 44% do not devote budget to social search.
The findings come despite the number of WFA members working with a single international specialist search agency doubling to 23% in 2011, while 39% work with a search agency in at least one country.