September 25, 2013 / Mobile, SEO for Your Agency

According to comScore, one in every three minutes spent online is spent on devices other than a PC. With the increase in usage of mobile and tablets, businesses need a mobile strategy to compete and meet customer needs, regardless how big or small the company is.

Mobile devices are extensions of the people who use them. According to research done by Morgan Stanley, 91% of all Americans have their mobile devices within reach of them 24 hours a day, 7 days a week. Given the growth of the industry, Internet availability, and the number of consumers using mobile devices, there should be no question as to whether or not a business should develop a mobile strategy to reach local consumers.

Let’s talk about the keys to an effective mobile strategy:

A Mobile-Optimized Website

A mobile-optimized website is essential for an effective mobile strategy. According to Google, 67% of mobile users say they are more likely to buy a product or service from a site that is mobile-friendly because a well-designed mobile experience allows users to easily find the information they are looking for without frustration. When designed correctly, mobile sites can make a sale available at the touch of a button.

On the other hand, 52% of users say a poor mobile experience will make them less likely to engage with that brand in the future. So you can see how critical a mobile-optimized website is to conversions and your company’s brand and reputation.

A Local Search Strategy

Approximately 40% of all mobile searches on Google are for local purposes and that number will continue to grow. In today’s world, consumers are relying on their mobile devices for information on everything, including local products and services. This is a big opportunity for local businesses to be found.

An SEO campaign that targets a specific location is the most effective way to ensure potential customers can find you. A well-executed local SEO strategy means your website is optimized for location-specific keywords as well as for local business directories like Google+ Local and Bing Local. These directories are important because Google and Bing have assigned the top of their search results pages to local businesses for local searches. Being listed at the top of the search results page is important; 92% of traffic comes from first page search results.

In addition to organic search, consider using paid search to increase mobile traffic. The key is creating a PPC campaign that targets the specific location you serve. This includes adding the business phone number and address in the PPC ad. This will allow mobile users to quickly find you or easily click to call you. It is important to test and monitor your ad ranking to make sure it is being shown at the top of the first page of results, as traffic drops by 95% when you move to page two.


As consumer behaviors and attitudes change, marketers will need to quickly adapt to stay ahead of the competition. According to Collin Cornwell, Vice President, Natural Search, iCrossing, “In order to compete for today’s sophisticated online consumers, brands must have a deep understanding of how users arrive at their website, and the tools and know-how to optimize their site to stay in front of the consumer at every step of the purchase cycle.”

Multi-channel customer care options including a mobile-optimized website and paid search advertising are becoming a must for businesses. By developing an effective mobile strategy, your business will strengthen customer relationships, build brand loyalty, and increase its bottom line.

Are you fine-tuning your mobile strategy? Share your ideas in the comments below:

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  1. Just wanted to provide this update that Collin Cornwell currently serves as vice president of global client strategies at Covario, a leading independent search and content marketing agency. We’re very glad to have him aboard!

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