Mobile search keeps growing

In recent years, the rise of mobile search has been much documented. Recently Facebook has announced that it wants to get in on the act. Nonetheless, there are still campaigns which do not pay proper attention to the growth of mobile. That is one reason why reporting evidence of further mobile search growth is an important task. Mobile SEO is getting more sophisticated over time and consultants will have to keep up with the changes as they unfold.

A recent report by the Interactive Advertising Bureau has given further weight to the argument that mobile search engine optimisation is the way to go. Although the Interactive Advertising Bureau is largely based in the United States, existing evidence shows that the smartphone revolution has skipped across the Atlantic. Furthermore, the composition of the Interactive Advertising Bureau demonstrates that it is an authority to be taken seriously.

What is the Interactive Advertising Bureau?

The Interactive Advertising Bureau possesses upward of 500 tech and media organisations as its membership. Between them, these organisations are behind in excess of 8 out of 10 online advertisements in the American context. It has been around for over fifteen years and has developed considerable expertise and influence. It has even got a UK section. With regard to mobile, it has founded a Mobile Marketing Centre of Excellence.

The report findings

In its report, the Interactive Advertising Bureau found that discovering product or service related data was the recent mobile activity performed by 28 per cent of the sample. In addition, 18 per cent of the individual respondents had recently looked up the location of a shop using their mobile devices. The report suggested that this activity was more prevalent than it had been in the past. It argued that there was likely to be further growth in both smart phone and tablet ownership in the future.

What is to be done?

First of all it is important to recognise that adaptation to the mobile revolution is not a matter of implementing a formulaic response across the board. For example, some sites will need a lot more work done on them than others. Nor will the increasing use of smartphones mean that users will suddenly dispense with PCs and laptops. However, individuals with laptops are often using their mobile devices to search for stuff as it is. Therefore campaigns which ignore the increasing role of mobile search will soon miss out on a range of exciting opportunities.

Sites will have to load quickly and be easy to use via a mobile device. Content may have to be reduced so that it is easy to read. Some sites may need to have a site which is especially designed for mobile search. It will often be critical to coordinate search engine optimisation with social media marketing. Monitoring further technological developments will also be an important task going forward.

The increasing use of mobile search is not a fresh trend. However, it is a highly significant one for marketers. It does seem highly probable that mobile search will become even more popular as time goes by.

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