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Mobile search must be considered in SEO campaigns
Organisations should consider mobile search when developing their strategy for search engine optimisation (SEO) campaigns, according to a new report.
xAd, a leading mobile-local ad network in the USA, made the recommendation in its more recent quarterly Mobile-Local Search Stats report.
Dipanshu Sharma, CEO of xAd, said: “The burgeoning sector of app searches is something we’re keeping an eye on. As local apps have been specifically designed for the mobile experience, we expect this growth trend to continue, especially considering the frequency at which consumers are shedding their feature phones for the latest smartphone technology.”
“Marketers will also need to take note of this trend because mobile search can no longer be based on a browser-only strategy. Ignoring the growth and activity happening in apps means ignoring as much as 50% of the mobile-local search audience.”
In the report, xAD say that mobile search volume has increased by 30% in the past year and that nearly 33% of users use their mobile search more than five times every month.
Marketers and web designers need to think slightly differently when considering mobile search. For example, they will need to consider that mobile search algorithms give results based on a user’s location – something that does not happen when a search is conducted from a desktop computer.
A way to accommodate this would be to adjust the content direction and keyword strategy to include information relating to specific geographical areas – right down to street names and towns.