One of the biggest shifts in marketing today is the rise of mobile searches. Of Millennials, 21% search online exclusively on their mobile phones, and people over 55 are quickly adopting mobile devices as well, jumping from 60% to 74% in 2015. With mobile, context is key (as shown with the rise of “near me” mobile searches), and people are increasingly impatient when they’re on their phones and they can’t find exactly what they’re looking for. Help them out by optimizing your site for mobile searches, so you show up in the moments they need you most. Here are four ways to do that:
Set Up Your Google My Business Accounts
With mobile searches increasing, Google created tools to help brick-and-mortar businesses capitalize on this trend. Google My Business lets companies list operating hours, contact information, and Google Maps listings for free. If your business is popular enough, Google even shows potential customers the most popular time periods throughout the day (which is particularly relevant for gyms, restaurants, and bars, which have peak times). Of course, be sure to verify your listing and choose the right company category—people can’t visit your site if they can’t even find it in the search results!
If you have multiple locations, create an individual verified listing for each one. That way, customers can drop by the one that’s closest to them when they search for your services on their phones.
Boost Your Search Rankings
Structured data is the new frontier of SEO. In order to make data manageable as the web grows, Google, Bing, Yandex, and Yahoo created Schema.org. It’s a markup standard which enables website owners to provide context around their content. Flag this for your web developer so he or she can use this markup to indicate opening hours, price range, additional locations, and other relevant details. With microformats, search engines and social networks can use your information, making it much more convenient for people to find your company.
Google has a structured data markup generator your web developer can use to pump up your company’s search results as well. You can add information like showtimes, reviews, menus, and events. You can even add the markup to emails so users can automatically have events added to their calendar apps.
And remember to optimize your location pages with important details like location information and clear CTAs. (Learn more by listening to our webinar recording on improving SEO for local and enterprise businesses.)
Stay Active on Social Media
When someone searches for something on their mobile device, social sites make up the bulk of the top listings. So post frequently on your social media channels: an active presence keeps you relevant in search rankings, and demonstrates that you’re an active participant in the community, both on and offline.
Give Them What They’re Looking For
When people arrive at your site via search, they need to see what they’re looking for immediately—especially when they’re on their phones—or they’ll bounce. Sure your site should be responsive, but make sure the design has the menu clearly highlighted so they can easily navigate where they want to go and your contact information is easily found.
With this mix of mobile marketing to-dos, you should be well set up to catch the attention of those busy mobile users and steer them in the direction of your business.
Top image credit: Izf / Shutterstock
Katie Shaheen is Connectivity’s Central Region Sales Manager.