More than half of U.S. consumers now have a smart phone, and decreasing prices and broader availability mean penetration will grow rapidly in 2013 and beyond. Already, 60% of consumers consult their smart phone on their way to, or inside of, a brick-and-mortar store, according to research firm Deloitte Digital. These numbers leave little doubt that the role of mobile devices in search and purchase decisions will only increase.
The question that remains is how quickly digital marketers will follow through and develop mobile-specific content and formats.
Proponents of mobile optimization argue that search marketers need to address the issues unique to mobile to better capitalize on the huge mobile search audience. A 2012 Resolution Media survey found that 89% of sites that garner the most organic traffic from Google have either mobile URLs, dynamic serving, responsive web design, or a hybrid of all three.
Google already develops separately for mobile search, tablet search, and desktop search.
While mobile search is growing, its share of overall search traffic is relatively small. Google’s current recommendation for mobile optimization is responsive web design, meaning there is no additional URL to build links to, and subsequently no additional link-building opportunities.
SEO best practices apply equally to desktop, tablet, and mobile content, and for most SEOs, “mobile optimization” means “local optimization,” and focuses on content such as addresses, phone numbers, directions, store images, and calls to action.A majority of search marketers are taking mobile optimization very seriously, with 88% of respondents to SEMPO’s State of Search Marketing Report 2012 saying that the mobile Internet was having a “significant” or “highly significant” impact on their search marketing efforts (see Table 8). As the search engines gather and analyze more data, results most likely will become increasingly customized by device type.
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