So how’s the search engine optimization (SEO) industry doing? How are the SEO firms and consultants out there planning to adjust their strategies? What’s the up and coming news and which trends could you benefit from by being an early adopter?
As an industry at large, SEO continues to change. The more widespread changes brought about by algorithm updates have more or less remained, and Google is continuously rolling out updates. One thing that stands out and appears to be quite significant is the combination of local and mobile SEO.
Understanding these stats can help inform your SEO strategy. Take a look.
87% of Smartphone Users Perform a Search Query at Least Once Per Day
That’s right: nearly 9 out of 10 smartphone users Google at least once a day. Now that’s not really a surprising factoid – after all the convenience of on-the-go browsing will naturally bring this about – but it certainly confirms that local and mobile SEO are like salt and pepper.
Furthermore, to better illustrate how the relationship relates to customer behavior, consider that 60% of adults in the US use mobile devices to search for information specifically on local products and services. It’s an extension of the convenience of on-the-go browsing: on-the-go shopping, whether online (ecommerce) or offline (search online and visit brick and mortar store later). And sellers have long caught on to the trend. 83% of the time, top results for keyword searches are mobile-friendly, and 81% of the time all of the top three results are mobile-friendly.
This ongoing love affair between local and mobile SEO has been on the rise for a couple of years now, but today the relationship reaches new heights with developments like Google reducing the top results for local searches from a “local 7-pack” to a “local 3-pack” to Mobilegeddon.
Business Address / Location is the Key Piece of Information
Recall the stat that 60% of American adults want to know specific information on local products and services? The business address or location is the primary information they’re after. This shows real user intent – they want to purchase and they want to know where. You need to indicate (and highlight and make accessible) local information about your business in your website and listings. It’s becoming increasingly significant to have this information ready and in front of your target market as much as possible.
Aside from location, you should also highlight / make accessible information about your:
- Business type / category
- Contact numbers
- Services or products available
- Opening hours
- Driving directions (for people searching on mobile, giving this yourself is a plus over them needing to ask Google Maps)
- Special offers and coupons (creates urgency and beats out competition without it)
- Reviews and ratings (more on this later)
BUT, offer the information in bite-sized, easy to digest portions and don’t drown potential visitors in a deluge of data.
50% of Mobile Search Users Visit the Stores they Found in One Day
Local and mobile SEO effectively shapes customer behavior. Local searches lead 50% of mobile visitors, for instance, to visit the actual stores within one day. That’s online to offline conversion, all sparked by a mobile search, that 87% of all smartphone users do, most of whom want to know the business location.
That’s actually pretty impressive. This basically means if you’re…
- Listed on Google My Business
- Offering the right business information
- Using local SEO optimization tweaks like local business schema markup
- Targeting the right keywords, and
- Sporting a mobile-friendly website,
… 1 out of 2 people who find your mobile site on Google will visit your store. And you know what else?
18% of People Who Perform Local Searches on Mobile Purchase within One Day Too
So nearly 9 out of 10 people use search engines on their smartphones, 6 out of 10 look up business location, 1 out of every 2 people who perform mobile local searches actually visit the store within one day, and 1 out of every 5 people who perform mobile local searches actually buy.
That’s 18% of people who perform local searches, which might seem like a small amount, but to observe close to 20% actually buying within a day of mobile local search is a significant indicator of the continued rise of the trend. For businesses investing in local and mobile SEO, the payoff is not just some obscure number – it’s nearly one in every five, just a day after they find you through mobile search.
Reviews Matter to 88% of Consumers as Much as Personal Recommendations
As a form of validation, user-generated content such as reviews and ratings have received some flak over the years. In-platform rating systems (think Amazon ratings and reviews where you need to log in and actually purchase the product and Amazon will flag your review as such) have mostly quelled the scandals though. So much so, apparently, that 88% of consumers would take an online review like a personal recommendation.
Remember when we included ratings and reviews in the business information you should make accessible? This is the reason why – it affects nearly 9 out of every 10 buyers; that’s a big deal.
So now we know that local and mobile SEO aren’t just convenient to do together – they’re in a full blown relationship that SEO firms should really be following closely. This integration between local and mobile is the future, and despite how many times someone’s claimed that this or that trend is the future, this time, the stats support it.
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