Mobile phones and other hand-held smart devices are getting a larger and larger share of search. In fact, a recent survey by Google shows 74 percent of mobile owners use some online search feature. Forrester Research estimates paid search on mobile is worth about $3.8 billion.
It’s clear that people want to find what they need on the go. But just how easy is it to search on mobile phones right now?
The website Search Engine Land teamed up with SurveyMonkey to get an idea of the growth of mobile design and marketing. Here’s a recap of the results.
Dialing for Dollars
A majority of those surveyed – more than 61 percent – say searching by mobile is “harder” than on a desktop. However, nearly 19 percent said mobile searches are more convenient because you have the option of voice search. Fewer than 10 percent said they do not do any searches on their mobiles. A slightly higher number said they use apps and mobile searches equally.
The survey drills down deeper and revealed that about half of mobile users utilize a search engine the same way they do on a PC. It suggests that they use apps first, and if that doesn’t work, they turn to search engines.
A Golden Opportunity
It is clear that few people search with apps alone or have limited success with them. This doesn’t surprise most SEO insiders. Cross-channel marketing through search engines is the most reliable way to get search results that are local, meaningful and consistent. New interactive search features can behave just like an app: they are as convenient and as easy to use.
The benefit of search engine optimization on any platform is also clear for local companies who want to be found organically on page one of Google. If they combine excellent original content, authoritative linking strategies, responsive web design and user-friendly navigation, they will rank higher than those who don’t.
Despite the mobile market’s current limitations, more and more businesses are incorporating adaptable features into their websites, giving them a leg up on the competition that remains desktop bound.