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Google Survey Reveals Intriguing Survey Data About Mobile Search

Google MobileIt is true that PC search behaviors have extended into mobile phones. Google has sponsored research which reveals that 74% of smartphone users are using search engines on their mobile devices. Yet most people find mobile search rather awkward and harder to use as compared to using search online.

These are some of the results that came up as a result of a survey carried out by Search Engine Land and SurveyMonkey.

As to the behavior that most people showed while conducting online results using their smartphones, the following were ascertained.

  • That 52.5% of the people use search engines just like on the desktop.
  • That 21.1% of them used their smartphone totally for online research.
  • That 10.6% of them relied on apps and mobile search equally.
  • That 8.3% of them use search engine only when an app cannot find what they are looking for.
  • That 7.6% of them use mobile apps primarily.

(These figures have been rounded off and thus may not make up a hundred percent.)

The survey revealed that slightly more than half (52.5 percent) of the mobile audience made use of search engine just like desktop. However over 63%, to some extent, engaged with mobile search. 10.6% of the people past the 52% mark, used apps and search equally. The population which had replaced the search with apps appears to be quite small.

As to the experience of the users, the following were ascertained.

  • That 61.4% of the people found carrying out a search using a mobile phone proved to be quite harder as compared to using the PC.
  • That 18.5% of them concluded that searching using a mobile phone is relatively easier because it incorporates the use of voice search.
  • That 10.6% of them preferred using apps as compared to searching the web using their mobile phones.
  • That 9.6% of them do not use search completely on their phones.

(These figures have been rounded off and thus may not make up a hundred percent.)

While the majority of the smartphone users prefer searching using their mobile phones, 61% find it harder compared to using the PC. Less than 20% on the other hand attributed their easy search while using mobile to voice search. Slightly over 10% revealed that they liked using apps more than mobile search engines.

This survey was carried out by Marketing Land and SurveyMonkey, between 21st and 22nd November 2013. These results were arrived at using a confidence interval of 95% and a margin of error of 5% from over four hundred Americans by the use of SurveyMonkey Audience.

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Desktop vs. Mobile SEO: Shifts and Trends in the SEO Landscape

The advent of mobile search has made serious changes on how all types of organizations execute their SEO strategy on the web. With people nowadays capable of accessing the Internet via their mobile devices, today's SEO firms and search marketing specialists are now creating strategies and tactics aimed at mobile search users.

But are there any difference between conventional, desktop SEO and mobile SEO? Some say there is none. However, quite a few organic SEO experts are commenting on significant disparities between the two. This implies that some SEO strategies might vary depending on a mobile or desktop search market.

Desktop vs. Mobile Usability & SEO Considerations

Desktop internet users can browse, scan, and scroll down and up, read and skim page on a whim. The same cannot be said about mobile internet users. Most desktop SEO strategies rely heavily on keyword-enriched content. Keyword research, link building, and relevant content are among the elements that serve as foundation of any desktop SEO approach.

Mobile users rarely read through a lengthy article on their phones. What matters to the average mobile users is how efficiently the content is delivered and how absorb-able the content is. As a result, SEO experts need to be mindful of the various forms of content that can be optimized and utilized for both destop and mobile users.

Such content and media can from more engaging and visually attractive images and graphics, as well as short videos. The possibilities with rich content extend far beyond on-site usability. Image and video SEO is a practice itself that can greatly improve the overall SEO value of a page, as well as the grander goal for inbound marketing.

SEO Practices Now Shifting To Mobile

In short, mobile SEO is a different ballgame from traditional SEO. One of the best ways to start defining a mobile-specific SEO strategy is by developing a responsive mobile-friendly web design. Speed, ease of navigation, and simplicity are considered to be the top attributes of a mobile web design interface, with the emphasis on speed.

Slow loading time has been the bane and pitfall of many mobile internet pages, which often impedes user experience. Loading time is significantly improved by minimizing the file size of page content.

Dynamic serving is one way of providing access to relevant content for mobile internet users. While the URL structure remains the same between desktop and mobile internet, the content displayed on a mobile interface is totally different from those that appear in a desktop internet page. This tactic is a great way to retain the SEO effort put forth via content creation and link building, but offering an exceptional mobile-friendly experience that generates leads.

Mobile URLs that offer a specific mobile web design is a great way to provide a great experience as well as helping mobile SEO specialists to achieve their goals. Vanessa Fox, creator of Google Webmaster Central, wrote in column that “Google sees different URLs as different pages; you can do several things to ensure that Google understands the relationship between your desktop and mobile pages so that your site is as visible to mobile searchers as it is to desktop searchers.”

Several essential tactics from conventional SEO still apply to mobile SEO according to Bryson Meunier, a content specialist. Keyword research and analysis still works for mobile SEO. But Meunier points out that this analysis should be aimed at a mobile platform and not a desktop.

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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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Mobile Website Optimization Tips to Overcome Google's Update

Mobile website optimization is the process of ensuring that visitors access your website from their mobile devices. Google announced that mobile-friendliness will be used a factor for ranking in the near future. Therefore, after April 21st, your site should be mobile friendly otherwise it will not reach its fullest ranking potential.

In this age of internet of technology where up to 50% of your traffic come from mobile devices, the fact that your site ranking can benefit from mobile optimization in encouraging and also challenging. You don’t want your visitors to avoid your website because it lacks user-friendliness.


Mobile Site Optimization

For an SEO-friendly, well-optimized website, there are additional things that you should consider when creating mobile-friendly sites. Below we outline a number of elements to keep top of mind when embracing mobile website optimization.

Page Speed

Page speed is very important for mobile users when compared to desktop users. Apart from optimizing images you should reduce redirects, leverage browser caching, and minify code. Enhancing page speed and minimize load speed can significantly improve the level of optimization and SEO potential of your website.

Don’t Block JavaScript, CSS, or Images

In the past some mobile devices could not support these features, so website developers of mobile sites blocked at least one of them. However, this is no longer applicable because Google uses these criteria to check if you have responsive site.

Re-design for Mobile

Mobile devices have simplified and revolutionized the way websites are designed. Here are some tips for mobile site design:

  • Don’t use flash: in most cases, plugin are not available on the users’ phones. This means that the users will miss out all the fun. Instead, you can HTML5 to create special effects.
  • Don’t use pop-ups: it very challenging and frustrating to close pop-ups on mobile devices. This might increase the bounce rate in the mobile device.
  • Design for fat finger: navigating on touch screens can lead to accidental clicks if the buttons are too small or too big. A well optimized site will remove this challenge.

Optimize Mobile Site Meta Descriptions & Titles, Uniquely

It is important to note mobile devices offer less screen space to the users. To show off expertise in SERPS, be accurate as possible when creating URLs, titles, and meta descriptions.

Optimize for Local Mobile Search

For business with a local element, the mobile content should be optimized for local search. SEO for local search include standardizing your address, name, and phone number as well as including your state or city name in your site’s metadata.

Here are some design recommendations for mobile website optimization:

  • Use “desktop version” link on your site to provide users with the option to access desktop version, which contains more information and provide better experience.
  • Ensure that calls-to-action is placed at center and front. Ensure that your call-to-action button is visible and do not need any zooming.
  • Make click-to-call buttons easy-to-tap and visible on your mobile site. This will increase the conversation rate of your site.
  • Compression of images should be done to minimize the size of uploaded files. This increases the speed as well as making the pages easier to navigate.

Segment your terms in mobile and desktop version, and start desktop vs mobile ranking in order determine their fluctuations. Monitor your competitive mobile rankings to check for any positive or negative changes. This will help you develop sound mobile website optimization strategies to outsmart your competitors.

In conclusion, adopting a good mobile website optimization strategy is the only way to rank higher on Google. Websites which have high Google rankings are visible on first pages on search engine results pages, hence more traffic and business.

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