The influence that mobile search has on SEO strategies has grown steadily over the past few years, but never more it did in 2016. However, 2017 is shaping up to be even more significant for this trend.
This year, Google will work harder than ever to ensure that mobile users get the information they want, as quickly as possible.
Resolve to keep up with this year’s trends, so Google doesn’t leave you behind.
Trend No. 1: Mobile Voice Search Will Influence SEO
Today, more than 60 percent of internet searches are conducted on mobile devices, and that number is growing rapidly.
We’ve been talking for a while about how the growing frequency of voice-activated search is changing the very nature of keywords and SEO. But recent research sponsored by Yahoo shows us how prevalent — and influential — mobile voice search has become.
The study determined that voice searches are longer and more natural than those done with a keyboard or touchscreen. They use substantially more detail and are more complex.
Meeting this trend head-on will require re-evaluating keywords and adding more long-tailed key phrases to your lexicon. You must also identify (through keyword research) how your prospects are searching for your products or services.
Finally, incorporate your key phrases in richly written content. Blogs, web content and dedicated landing pages are all great vehicles through which to incorporate mobile voice search SEO strategies into your online marketing.
Trend No. 2: Local Mobile Searches Will Dominate SEO
Google recently published research showing that more than 75 percent of mobile searches involve local factors, up 147 percent over last year. And even more impressive, Google says that 28 percent of these searches lead directly to purchase.
For example, mobile searchers ask Google for a product or service “near me” or “in West Jordan.” Even if searchers do not use a “nearby” term in their mobile search, Google relies on GPS technology to pinpoint users’ locations. If Google believes that searcher want a locally based response, it will provide results accordingly.
One more interesting factor that emerged from the research affects the definition of “mobile search” as we know it. Users regularly conduct mobile searches from their own homes today. This means we must now define mobile search based on the user’s device.
Trend No. 3: AdWords PPC Campaigns Will Gain Influence for Some Industries
Google is working harder than ever to return accurate information in a hurry to mobile users.
Our research has identified some interesting trends as Google tweaks its algorithms to meet these goals. The most important trend to watch in 2017 is how pay-per-click (PPC) results are rapidly replacing — or at least outperforming — organic results in some mobile searches, especially voice-activated searches.
To improve your success in light of this trend, it may be necessary to reexamine your AdWords and PPC campaign strategies. This trend will affect some industries more than others, particularly restaurants, real estate agents, banks, retail stores and service providers like auto repair shops.
If your business doesn’t fall into one of the categories that Google has targeted, organic SEO optimization may remain at the forefront of your online marketing efforts.
It May Be Time to Think “Mobile First”
Whatever your business model may be, it’s probably time to shift your internet marketing focus to a “mobile first” approach. The percentage of mobile searches will continue to increase rapidly in the coming years, as will voice-activated search. Some industries will be affected more than others; however, mobile is the inevitable future of SEO.
Don’t let your internet marketing efforts fall behind. Contact Be Locally SEO today to learn more about how you can improve your website traffic and conversions with our exclusive digital marketing and search engine optimization strategies. We specialize in website development, content marketing, AdWords and mobile optimization for SEO.
We look forward to helping you adapt to the increasing influence of mobile search.