Another year, another iOS update. This time it’s changes in iOS 9. While the change won’t necessarily revolutionize how your small business advertises—at least not yet—Google recently announced that mobile search volume would surpass desktop search volume this year. That means more and more people are performing searches on their mobile devices rather than their desktop computers.

According to Consumer Intelligence Research Partners, 94 million iPhones are in use in the United States, so if you’re not taking Apple devices into account in your marketing strategy, you’re missing out on a huge consumer base. Here’s what you need to know about the latest iOS 9 update and how it affects the way people find you online.

iOS 9 Indexes App Content

Apps matter. Last year, comScore reported that 88% of mobile users spend time in apps, and only 12% use the mobile web. Add to this the fact that iOS 9 will index content from apps along with information from websites when users search using Spotlight, Safari, or Siri. So if people search for local restaurants and your restaurant is listed in various apps, it’ll be easier for them to find your website and your physical location. Customers don’t even have to have the app downloaded on their phone for the function to work.

iOS 9 Has Seamless App Linkage

Customers with iOS 9 will now also have an added benefit that apps on their mobile devices link together. This means users don’t have to clumsily move from one app to the next to find information on a business (for example, finding a restaurant review on one app and then getting the location in Maps). Instead, iOS 9 allows users to move seamlessly from one app to the next—and backtrack if necessary—so information is even easier to find.

What does this mean for you? It means you need to find relevant apps for your business and get listed on them so mobile users can find you easily. It’s no longer enough to just have a website; post a business listing on apps such as Yelp,, and Angie’s List (to name a few). The more places you’re listed, the easier you can be found. Here’s our roundup of the best apps and location services for small businesses.

iOS 9 Has Better Mapping Ability

Apple announced the iOS 9 update would include the ability for Apple Maps to show more information for business listings, including photos, directions, and whether or not the company supports Apple Pay.

What does this mean for you? It means if you’re not already listed on Apple Maps, you should be. After entering your Apple ID, you’ll be prompted to add your small business information.

How Does This Affect Your Digital Marketing Strategy?

There are a few things you can do to ensure Apple’s search finds you. Make sure your store location data is up-to-date and visible on your website so Applebot can easily find it. Use description tags on your webpages to ensure Apple’s search results list your website when customers type in relevant search terms. And, as mentioned above, make sure your business is visible to Apple Maps. With 94 million iPhones out there, you don’t want to miss out on potential customers.

Alex is VP of Marketing for Connectivity.