I’ve spoken about mobile marketing several times in the last two months and spoken with a lot of mobile marketers. And one of the biggest topics of concern among mobile marketers is mobile search.
Depending on the source, mobile search will surpass desktop search by the end of 2013 or midway through 2014. To put it another way: in just a few months your company will more likely be found on a mobile device than on a desktop or laptop. (And lest you think mobile search is only a B2C concern, we’ve noticed massive mobile traffic increases at LogMyCalls in just the last 3 or 4 months. The wave is starting to hit).
This has massive implications for any marketer. It means we need to understand mobile search and get ready right now. Period.
We’re going to get into some specifics about how to optimize mobile SEO and mobile PPC in a future article. In this article our goal is to reveal some data about mobile search and frame the discussion for mobile search moving forward.
4 Ways Mobile Search is Different
There are many, many ways mobile search is different, but there are the 4 biggest and most critical ways.
1). Mobile searchers are ready to buy
There is both anecdotal and quantitative evidence supporting this claim. First, Google says that 90% of mobile searches result in action in one day. Another statistics—in one of the most oft quoted in the mobile marketing world—says that 70% of mobile searches result in action within one hour. Even if those statistics are slightly exaggerated (which we have no reason to believe they are), they are still stunning.
Mobile searchers enter the funnel ready to buy. They have done research by the time they conduct a mobile search. They are ready to buy immediately.
2). Mobile searches produce a disproportionate number of phone calls
xAd and Google have been reporting for at least a year that mobile searches produce phone calls over 50% of the time. That’s stunning. But then a report from Nielsen dropped a bomb on the entire mobile marketing world when they said this: 73% of mobile users say they regularly look up and call business phone numbers.
Mobile searches produce phone calls at a staggering rate. This has broad implications about the tactics mobile marketers use and the metrics they use. It also means that Google is going to make a boatload of cash from their already burgeoning pay-per-call (click-to-call) market. We’ve
3). Mobile SEO is harder
Google said in November of 2011 that CTR falls off almost 90% from position 1 to position 4 in the mobile space. That is much higher than ‘standard’ SEO. The reason mobile SEO is more difficult is not hard to figure out. The screen is smaller and there is less room for results.
4). Mobile search will continue to grow
As smartphone penetration crests 55% later this year, mobile search is only going to increase. When, precisely, it passes desktop search is not known. But it will be soon—likely in 2013 or 2014.
And eventually—whether it is in 2015, 2016 or beyond—mobile search will own 70% to 80% of the search market. Eventually desktop SEO will become an afterthought entirely. The preeminence of mobile search changes the way marketers build websites, landing pages, track analytics and even optimize their content.
You had better start figuring out mobile search right now.