Here are five ways mobile local search is having a big impact on small and medium-size businesses, are you prepared?
1. Mobile local search will outpace desktop by 2015. Analyst firm BIA/Kelsey has projected that by 2015 there will be more local searches coming from smartphones than PCs in the US. Already, Google has stated that local makes up for over 50 percent of all smartphone searches in the U.S. and Bing puts the percentage at 53. These numbers don’t even account for search coming through mobile apps such as Yelp, YPMobile, Google Maps, UrbanSpoon, and many others.
2. Consumers are interested in mobile local advertising. In the YP Local Insights Digital Report, they found that the closer a consumer is to a business, the more likely they are to click on an ad, the sweet spot being within one or two miles of the business. In fact, a Mobile Path to Purchase study conducted by Nielsen for xAd and Telemetrics found that two of the top reasons why people engage with a mobile ad because the business is local and/or offers a local coupon or discount.
3. Mobile search leads the way in mobile advertising. BIA/Kelsey also recently released its mobile local advertising forecast, predicting that local will grow to 58 percent of mobile advertising by 2016 at $5.8 billion and that search is and will remain the largest mobile local revenue component.
4. Mobile influences commerce. We know that mobile had a big impact on holiday shopping this year with smartphone only mobile commerce up 221 percent on Thanksgiving and 128 percent on Black Friday. Nielsen’s Mobile Path to Purchase study also found that certain categories of mobile searchers are even more prone to make a purchase after a mobile search. For example, 49 percent of mobile auto searchers end up making a purchase the same day of their research, with 36 percent of smartphone searchers reporting they would make a purchase within the hour.
5. Having a mobile friendly website is critical to your success. A study conducted by Google earlier this year found that 61 percent of people surveyed said they’d quickly move onto another site if they didn’t find what they were looking for right away on a mobile site. The survey also showed that 67 percent of users were more likely to buy from a mobile-friendly site.
If you are a local brick-and-mortar or storefront business, mobile search will have an impact on your business in 2013. Here are some quick tips to be prepared:
2. Automatically redirect mobile browsers to your mobile website. We can help.
3. Include your contact information on your mobile site in a way that browsers and search engines can easily find it.
4. Optimize your site for keywords — remember, searchers use shorter keywords on a mobile device.
5. Create a mobile site map (we do that too).
6. Claim all your local profiles on Google+ Local, Yahoo! Local, Bing Place, Foursquare, Yelp, UrbanSpoon, and others.
7. Get listed in local directories.