Of all Google searches performed, more than half come from a mobile device. Of those searches completed on mobile, 88% of them are “near me” searches. Creating a search strategy that revolves around mobile is the best way to reach your customers wherever they are, whenever they’re looking for something. Here are a few strategies that you need to implement into your marketing:
Be aware of mobile-centric searches
Your data tells you a lot of information about your audience. When your data is well organized and analyzed, it can tell you the specific search path that people are taking to get to your website, down to the specific keywords that people are using to find you. Keywords are the connector – the key to the relationship between you and your audience. The starting point to optimizing your mobile search strategy is to understand what keywords are relevant to your organization, and learning how to use them to your advantage. For example – you decide on your long-tail keyword, let’s say it’s “Silly SEO Stories”. If your audience is often searching for “Silly SEO Stories” but there aren’t a lot of other companies using that keyword, you’re golden. If you chose the keyword because it has a low ranking and it’s cheaper to use paid-search tactics on it, but nobody is searching for it – then what’s the point?
Be there for micro-moments
Are you using keywords in your promotional efforts? If you are not, you probably missed the micro-moment – the moment you had to show the customer who/what your brand is. The keywords that are used to direct consumers to your website are the words you need to use in your promotional efforts. Your promotional efforts are not limited to your ads. These keywords are what you should use in all of your content i.e. your social media posts, your website, your blog, and so forth.
You want to use your content marketing and keyword strategy to be there for each of the customer’s want-to-know, want-to-go, want-to-do, and want-to-buy micro moments. These are all the specific times in the buyer’s journey that a person would do a mobile search for a product to get an immediate result. Some examples of each moment are:
Want-to-know: A family is searching to find the best vacation spot in the U.S.
Want-to-go: Downloading the mobile app for an airline and doing research for the best ticket prices
Want-to-do: Researching what the best attractions are at the vacation spot and the best restaurants in the area
Want-to-buy: Finding the right package for their family and purchasing it because of cost, convenience, location, attractions, or all of the above
Getting on page one of the organic search results page is fantastic, but are you making the consumer’s search process easy? To ensure that you are making their search process stress-free, there a few things you can ask yourself.
- Does my ad content help consumers in their moment of need?
- Does my site content help my consumers in their moment of need?
- Is my site mobile-friendly?
- Does my app function well?
Looking at your analytics is one way to find out if the answers to these questions are “yes”. Sometimes your analytics cannot tell you something a human who interacts with your content can. Check out our article “Testing Your Mobile Experience” for more tips on whether your website is working at the optimum level.
Other than utilizing keywords for SEO, you can invest in search engine marketing (SEM). SEM involves bidding on keywords so your website appears in the paid search results. This allows your website to appear on the first page when people search terms that are relevant to your business. In other words, SEM is like pay-per-click management that increases brand awareness and increases website traffic. A study completed by BrightEdge looked at the traffic going to B2B and B2C websites and the results showed that paid search equates for 10% of all traffic. Once you implement your SEM campaign it is time to sit back and admire your mobile-centric search strategy.
Advance Ohio has the know-how and the solutions to capture your potential customer’s attention at every step of their buyer’s journey, no matter what they “want to” do. Contact us to talk strategy or check out our mobile marketing resource page for more insights into the world of mobile search.