Search is going mobile in a big way, not due to the changes in Google’s algorithm that took effect yesterday, but because that is the device people are actually choosing to make searches from.
Fact is that most of the local searches, 60 percent, now take place from a smartphone or tablet. (Local Search Association)
Google’s change in their algorithm is a response to how people actually search in an effort to improve results. Yesterday they updated their algorithm to include data on whether a site is mobile-friendly or not. This means that the search results from mobile devices will include whether a site is mobile friendly or not in determining their rankings. Google is responding to changes in consumer behavior to improve their product.
Businesses that are prepared with mobile friendly web sites will benefit and those that are not will lose ground.
Regardless of the changes Google made yesterday, businesses that are not prepared are most likely already feeling the negative effects of not having mobile friendly offerings for their business. Consumers find web sites built for desktop viewing as clunky and unfriendly on mobile devices and are quick to abandon them. Additionally, sites built for desktop viewing are rarely optimized to load fast and often users well bounce before the site even loads.
Consumers’ expectations and habits are changing and businesses must keep up. The trends are clear, not only is search from mobile devices growing rapidly but according to the Local Search Association, only 40 percent of adults in the US now use PCs to search for products or service locally, which is a 9% decline from 2014. On the other hand, 90 percent of all users said they have used mobile devices while in stores, additionally, 52 percent have used smartphones to perform searches while in an automobile.
Furthermore, this same study also indicated that 54 percent of users have used their smartphone to look for specials while in a store and 51 percent have used it to compare prices.
It isn’t just about getting found on the search engines, people feel more favorably towards your brand when you offer satisfying experiences and this applies to your mobile web site as well. When your mobile web site offers an optimized user experience it builds trust and improves engagement.
Unfortunately, if your mobile web site is difficult to use customers are likely to head to your competition rather than taking the time to go sit down at a desk top computer to use your web site. If you can’t provide your customers want, you will lose the opportunity for a sale and even more importantly, risk losing customers permanently.
Photo: Matti Mattila (Flikr) http://bit.ly/1QfhP8j
While you may or may not have heard that Google will begin incorporating data on whether a site is mobile friendly or not into its ranking algorithm this April, there are several reasons that your business should make sure it has a mobile friendly presence and your search ranking is just one of them.
In a recent poll conducted by Edelman, it was indicated that online search engines are considered to be the most-trusted media source. Based on their data, 64% of internet users worldwide consider online search engines the most trusted source for information. Make sure that your business is in a position to capitalize on that trust by having a mobile friendly web site.
If you don’t think mobile searches are significant, think again. In a recent comScore report, it was reported that smartphones and tablets now account for 6o% of all online traffic. Additionally it has been shown in a separate study that a higher percentage of mobile searches result in purchases that with traditional searches (comScore). You want to makes sure that this high quality traffic is finding your business.
This just applies to restaurants and retail outlets, according to eMarketer it is a similar situation when it comes to business information. Where search engines remain the most popular source of information (31% of respondents, while only 20% turn to newspapers).
There are many fine mobile web site developers that can help you with your project but you should also consider how mobile applications fit into the picture and how they can benefit your business.
A mobile application developer can help you develop an application that fits your business needs but keep in mind how it will benefit your online search strategy as well. Mobile app listings are given high importance in Google’s ranking algorithm so having mobile applications can place you very favorably when it comes to mobile search. Additionally having a mobile application has been shown to affect your businesses’ search ranking beyond just your application’s search position.
Beyond mobile’s affect on your search position customers have come to expect mobile optimized web sites and mobile applications from businesses and you might be turning customers away if you are not providing these to your customers. Since June 2013 more than half of the time spent shopping online has been done via mobile device [Internet Retailer]. Savvy shoppers are familiar with good mobile user experiences and have come to expect them.
Image: Ulf Bodin (Flickr) http://bit.ly/1Na41gm
According to the 3rd Annual US Mobile Path to Purchase Study, mobile is pushing purchase decisions. Often the actual purchasing of those products is happening in physical stores but consumers are researching their decision on mobile devices beforehand, which creates an excellent opportunity for businesses that are prepared with a solid mobile strategy covering mobile applications and mobile friendly web sites.
“Mobile is becoming a increasingly more important way to drive in-store activity for businesses,” say Kimber Johnson, Managing Director of Vanity Point. “Consumers are looking to make decisions quickly and often with a local focus, so we are seeing businesses that are prepared are benefiting.”
Points of interest from the study include:
1) Over a third of mobile shoppers say that they use mobile exclusively or that mobile is their most important research tool.
2) 64 percent of mobile shoppers say they finish purchases in-store rather than on their mobile devices.
3) 53 percent of mobile shoppers call local businesses from mobile search results.
Ability to access an audience that is looking to buy on their preferred device is essential. The study also states that product research typically happens at the beginning of the purchase funnel and that 65 percent of shoppers said they complete the purchase that day.
“Designing and developing mobile applications for both the iOS and Android platforms and mobile web sites to support the consumers in store experience is helping push purchase decisions,” continues Mr. Johnson, “putting the tools consumers want in their hands is essential in the modern market.”