Nowadays, people are constantly immersed in their mobile devices. Mobile phones and tablets have become a significant part of modern people’s life, especially when it comes down to mobile search.
Since mobile searches provide audiences immediate results on the go, it plays a big role in local search. According to Search Engine Watch, 79 percent of all users making local searches are mobile users. Four out of five of the mobile searches eventually convert to purchases. Google has also been putting an emphasis on mobile local search from its “Pigeon Update” to “Promoted Pins.” No wonder, mobile search opens a new door for local businesses to target their customers.
How Mobile Differs from Desktop
Customers almost always research products and services before making a purchase, and the device people use to do their research makes a huge difference.
Desktop computers and devices tend to be used at home or in office when people have the time to sit down and do their research. However, desktop computers usually do not result in instant purchases.
Compared to desktop searches, mobile searches are mostly from instant needs. For example, if you have a pipe leak causing a flood in your apartment, your first thought is to get a plumbing service to fix it as soon as possible. Mobile search provides you the information you need instantly, and you can even call for the service right away.
What Content Mobile Searchers Expect
Based on Search Engine Watch, 65 percent of mobile users are looking for information on the go. While you do not want to overwhelm readers with content, you still need to provide your audience with details that are helpful to them.
Refrain from Using Long Keywords for Mobile
Choosing the right keywords for mobile search is very important for mobile local SEO ranking. However, unlike desktop search, long keywords are not as helpful as in mobile search. According to Search Engine Watch, the click-through rate (CTR) is higher for shorter than long-tail keywords in mobile phones.
One of the ways to identify the right keywords for local search is to look for words and phrases that people always use to describe your products and services. Think like your customers do: what would you use to search for your business?
Another thing to consider is to add modifiers into your keywords and phrases. For instance, you can add words that describe the quality of your services or products, such as “the best”. You can also use words that describe a specific product of yours, or words that differentiate your businesses from the others.
Last but not least, it is important to include your geographic location in your keywords, such as “in Chicago”. Customers look for businesses that are close to them when conducting local search. Include your area names in your keywords can help your businesses get more customers via local research.
Use Mobile Ad Extensions
Since mobile search rankings are usually based on short keywords, the competition is fierce. Paid search, on the other hand, is a good way to stand out. Using ad extensions in Google AdWords can help your customers obtain more useful information of your business just in the first look, and finally, pick you out of your competitors.
- Location extensions: Customers are looking for businesses that are close to them. Therefore, having a location extension can make it clear to your customers that you are their close choice.
- Click-to-call ads: A click-to-call button makes it easy for your customers to get help and convert. If your customers need immediate service or make a reservation, they can call your business right away just by clicking on it.
- Sitelinks: Sitelink extensions can also provide specific options to your customers. You can list any specifics and lead customers to where they can get answers to their questions.
The trend of local search via mobile devices is still growing. Whether you are a small business or a national brand, if you want to drive more local businesses, mobile search should be your territory to work on. Providing your consumers a consistent and navigable search experience that serves them with the information they need is the key to standing out in mobile local search.