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[Study:] Majority of Local-Mobile Searches Result In Offline Conversions

Local Mobile SearchJust recently, a study was conducted to gather information about the primary cause of most offline purchases. This study was conducted by Neustar Localeze, 15 Miles, and ComScore. The survey is currently in its 7th year, and involves over 5,000 adults living in the United States. The subjects of this study were individuals who had conducted local mobile searches in the last 12 months.

The study also captured behavioral data examining search behavior across popular search engines like Google, local directory websites, portals and yellow pages. A huge amount of data regarding consumer attitudes and behavior was acquired by this study focusing on local mobile search.

Results of the Study

According to the study, almost 96% PC owners regularly conduct local searches. On the other hand, the percentage of mobile owners conducting local searches is 79%, while 81% tablet owners conduct these searches regularly. In the last one year, satisfaction rate across different device categories has declined.

PCs had the highest satisfaction rate, followed by tablets and mobiles. PCs were preferred devices for most users. However, people who wanted information on the go preferred a mobile search.

The primary reason for people to conduct a local search was to find a particular business. The second most common reason for a search was to find a specific business with a desired service or product. Hence, while most local searches have been looking for a particular name in mind, others were considering a specific business.

According to ComScore, more than 50% of restaurant, service and travel searches were focused on a particular business from which customers had purchased before. The advertising and marketing implications of the study’s findings are quite obvious.

Devices across the three categories are used in equal proportions for particular business lookups, service or product comparisons, and even purchases. There’s no surprise that a mobile search is conducted more for specific business lookups than being used for purchases. Moreover, the frequency of using these devices also varies throughout the purchase cycle.

Almost 80% of all local mobile searches were converted into purchases. In fact, about 90% of these purchases were conducted in a physical store (73%) or on the mobile (16%) as compared to only 11$ online. Over three-fourths (76%) of these purchases occurred on the same day. In fact, most of them (63%) were made within a few hours. However, purchasing time varied by degree of consideration and category involved.

According to the study, the top categories for a local search were consistent across different platforms. Restaurants were the most common or largest search category, except on small-screen tablets. In essence, the study was indicator of the importance of local SEO for small businesses with geographically-relevant target markets.

The study also showed that more younger users are inclined to use smartphones and tablets than older users. The senior demographic of the audience still prefers a desktop over a mobile search. However, the overall picture is a bit different. The total audience has been becoming multi-platform. Around 40% of the subjects in the study used multiple devices for local searches.

When you compare the data, the mobile only audience was 12%, while the PC only audience was 49%. The survey also included many different questions about navigation and mapping. There were also some questions about the kind of content users want to see displayed on maps. The most desirable content was hours of operation. Coupons and reviews were the next in the list.

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7 Actionable PPC Optimization Tips for Mobile Landing Pages

Mobile Google Search Developing mobile landing pages is key to garnering the greatest value from your mobile PPC traffic. To effectively convert smartphone searchers who land on your site, you need to address a few common elements of PPC optimization.

Below are 7 actionable PPC optimization tips you can use to increase conversions on your mobile landing pages. Think of these points as mobile conversion rate optimization, or CRO for mobile PPC advertising.

Get to the point

Avoid words such as "that", "who" and "which" and instead rewrite the sentences more succinctly. Use fewer words and avoid paragraphs that are full of filler text. Write freely and naturally, and then proofread your work, removing any jargon.

We often end up with up to 70% fewer words than the ones I began with. It is always possible to say things more briefly. Like instead of saying, "40 of the firm’s features." You can state "Over 40 customizable features." In essence, being succinct is very important of PPC optimization of landing pages, as well as ads, especially if you're doing ecommerce PPC management.

Use numbering and bullet points

Paramount to PPC optimization is using bullet points on both regular landing pages and mobile devices will ease the readability of the pages and communicate advertising messages more efficiently. Another advantage of numbering is it makes pages less cluttered by ensuring there is less white space. Less white space is essential because it lessens cognitive load therefore allowing page visitors to make any buying decisions more effortlessly.

If applicable, include a short form

For the mobile contact submission forms, any mobile PPC optimization strategy should limit short forms three to four fields and a clear call to action. These forms should be easy to fill and understand.

Avoid superlatives and intensifiers

We decided to add this point because this is the most common mistake most of the marketing companies use to advertise products in the market.

For example "Best TV in the market." Which benchmarks did you use to determine that your TV is the best in the market? It is advised to be more descriptive, direct and clear. Make sure you avoid vague and meaningless words. Corporations that prosper state the advantages and benefits more concisely.

Ensure fast loading web pages

Fast loading pages are vital and are now considered best practices for mobile landing page optimization. The faster, the better. A page that loads under 5 seconds is always preferred. With the improving technology, mobile devices can multitask a good deal e.g. listening to music and at the same time texting. So if your pages load slowly, people will leave your page and visit another site or go back to their previous task.

Use legible text

Legibility is the most vital tip. The font on buttons and pages of mobile devices ought to be large enough for visitors to read without zooming in. Mobile buttons should be big so that it is easy for any visitors to click and take action swiftly as they are designed for the human finger and not a mouse.

You can also link your clickable information to your primary conversion event. For example, you can have a click to call number for people to buy something over the phone. This is purely ensuring that your mobile landing pages are responsive.

Only have one main call to action

Avoid confusing visitors with many calls to action (CTAs) and instead have a single solid one for your landing page. If your page has more than one, ensure the main CTA is accessible and plainly visible at the top of the landing page. Secondary conversions such as "Application Download" should be further down the page.

For the B2B business, it is a little bit different. Your landing page shouldn’t have any other conversion points apart from the main call to action. The number of conversions you get will be few if you have several CTAs. In short, one clear CTA is vital to optimize mobile landing pages for greater conversions and sales.

Incorporating benefits is also a highly recommended strategy. Offer benefits such as "Try this product for free for 15 days." Add a phone number to your CTA button if applicable to your business. Phone calls will lead to higher conversion rates as compared to online conversions.

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5 Ecommerce SEO Tips That Google Condones

It's an indisputable fact that ranking higher than your competitors in Google search is good for business. This is especially so if you are in the ecommerce sector because the only way for you to make money is to have many people visiting your site.

Although there are quite a number of ecommerce marketing strategies that you can use, ecommerce SEO is the most effective in the long-term. However, you still have to do ecommerce SEO in the right way for your ecommerce business to succeed. The following five tips will help rank your ecommerce site highly on Google and hence ensuring that your business has successful 2016.

1. Write Unique, Evergreen Product Page Copy

Google will penalize your site if you have any copied or duplicate content, and this will affect your ranking significantly. Besides from this customers will be more drawn to your site if you have unique content as most are always looking for something new.

One of the first tips to doing ecommerce SEO is ensure your product page copy is unique, click centric, and compelling. You should also ensure that you update your SEO copy on a regular basis to improve or maintain a high ranking on Google.

2. Test Keyword Conversion Value with Adwords

No matter how confident you are with your keywords or how effective you think they are you cannot be sure that they will bring you the results you want. Before you put all your hopes on any keyword, you should first test its conversion value with Adwords.

Adwords will give you an accurate picture of what to expect from the keyword. You should only use a keyword that has a high conversion value on AdWords as this indicates that it will help you make more sales.

3. Use Schema Markup

Schema is a type of microdata that is very important for your website as it makes it easy for a search engine to locate and interpret the information on the site so as to give a user more relevant results.

Although Schema has been around for many years, few sites bother to include it but it is a good idea to have it on your ecommerce site. Schema markup is important for ecommerce SEO as it will make your website rank higher for any content.

4. Embrace Social Media

In the world of today, it is almost impossible to ignore social media in any marketing campaign. Social media and ecommerce SEO go together and so it is paramount to embrace social media if you want your ecommerce SEO to be productive.

Social media will help you build natural links and interact with your customers. Social media also has a snowball effect because when someone shares your content one or more of their friends who find it beneficial will also share it with theirs.

5. Develop a Content Marketing Strategy

Content creation is a major step in ecommerce SEO but marketing it is equally as important if not more important. Once you have the right content for your ecommerce site, the next step will be to develop a content marketing strategy.

To develop an effective content marketing strategy, you should first define your target audience and understand their buying patterns. A marketing strategy is essential because it ensures that you only focus on viable or potential customers. It also helps you get maximum mileage from your content.

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