More and more people are using their smartphones to browse the net. For that reason, mobile search has become essential. These people use the Google search engine to find information. As the number one discovery resource, your site should have mobile-first search strategies in place.
Unfortunately, most websites still lack these strategies. Some treat mobile search the same as a desktop, which is a mistake. That’s because mobile devices are different from a desktop computer.
So, how should your mobile search strategy be?
First, you should ensure that your location is explicitly stated. Mobile consumers usually do things at the last minute. Hence, they use their mobile devices to conduct a “near me” search. For instance, if they are looking for a hotel in Los Angeles, they will type “hotels in Los Angeles, and not just hotels in California or the US.
In other words, your site should appear as a local option.
Then, there’s an immediacy factor. Consumers use their mobile when they need something ASAP. That’s why on-demand services are popular on mobile devices.
So, what can you do with these details?
With these pieces of information, you must ensure that your site is optimized for intent. That is, you should expect new keywords to arise from mobile searches. When desktop users search for something, they are usually just exploring.
Mobile searchers, on the other hand, want to find location or lowest prices that are available for that day.
Because mobile users want immediate action, you need to make it easy for them to take action. That means when your site appears on the search engine result page, it has to include a call to action. It can be a button to make them book a room or search a flight.
Even if you have an attractive site, you still need to refine your mobile search strategy. That’s because the in-the-moment intent of searchers surpass branded search allowing the playing field to be different to fuel brand discovery.
When you make a new mobile search strategy, you need to consider that mobile searchers want more information, but it has to be done quickly.
However, studies also showed that sophisticated research is still being done using a desktop computer. Although there’s a growing trend in mobile search, the mobile desktop still rules. For example, if users are looking for travel insurance, they want to search it using their desktop computer.
If you are not yet improving your mobile search strategy or if you don’t have one yet, it’s probably time for you to act now. Else, your company will be left behind.