With the launch of Accelerated Mobile Pages (AMP), Google has never been more demonstrably dedicated to mobile-centric search than it is today. Google’s VP of Americas Marketing, Lisa Gevelber, recently took to the Think With Google blog to share her insight on how to build a mobile-centric search strategy in today’s climate.
Along with her insight are rich with fresh new statistics about mobile search, I have put together a summary with the most need-to-know pieces of information, though the whole article is worth a read if you’re interested in mobile search.
Gevelber describes a “mobile-centric search strategy” as one that is designed to capture customers when they are conducting a specific type of mobile-centric search. Mobile-centric search terms are those which are inputted over 75% of the time on a mobile device. Here is how Gevelber describes the various types of mobile-centric searches by industry type.
Local Service Providers
“Near-me searches” are rising in volume from those looking for local service providers such as: clothing stores, restaurants, hairdressers, etc. Mobile makes up 88% of all “near me” searches, with those mobile searches growing at 146% year over year.
Mobile searches for luxury products are on the rise. Searches for the price of luxury cars grew nearly 90% on mobile from 2014 to 2015. Rings are among the most mobile-searched type of jewelry, followed by necklaces, bracelets, and earrings. In particular, promise ring-related mobile searches grew by 77% from 2014 to 2015.
According to Hotels.com, 74% of mobile bookings are made for same-day check-in. In addition to searchers wanting the room immediately, they also want it for a bargain. When it comes to themes surrounding hotel, the words “cheap” and “price” are leading the way.
What can search marketers do with that information? Google’s VP of Americas Marketing sums up her thoughts:
“Mobile can’t just be a shrunken version of existing online ads and desktop content. It really calls for us to think bigger about consumers’ context and intent so that we can cater to mobile-specific situations.”
Gevelber concludes her thoughts with three actionable points:
- Identify your mobile-centric searches and themes through keyword research
- Once themes are known, “be exhaustive in the keywords you use” in order to capture your mobile searchers in all situations.
- Break out of the desktop mold by finding unique ways to be useful on mobile.