Question

How do search strategies differ for mobile devices? What are the trends in usage for mobile searches?

Answer 1

Definition of mobile search: using a web-enabled mobile device – feature phone, smartphone or media tablet – to query a search engine, using a relevant word or phrase – e.g. “emergency plumber in Manhattan” – known as a search term.
Most commonly, this search will occur on Internet search engines, such as Google (the dominant global player in mobile as in desktop search), Yahoo, Microsoft Bing, Baidu (Chinese search engine); Yandex (Russian search engine) or on numerous directory, review or price-comparison sites/apps including Google Places, Yahoo Local, Bing Places, YP, Yelp (US directories), Thompson Local or Yell (UK directories), or Tripadvisor (travel reviews), but can occur on any Website or app with a search facility.
The search provider responds with links to relevant third-party Websites of two types:

A Organic results – the Websites are organized by relevancy, which is likely to be a mixture of subject nature, popularity, locality and mobile-friendliness. This can be enhanced with SEO.

B Paid results – the advertiser has paid for their site to be prioritized.

1. Location of search
Implication of search location for your search/Web strategy:-
--A cell phone user (smartphone or feature phone) is less likely to be searching from home or the office than a PC or tablet user, so there is a higher likelihood that they are nearby your business and searching for something with more urgency

2. More local intent
Implication of local intent for your search/Web strategy:

Make sure the nature of business, location/business area, address, contact details, opening hours, availability (of stock, tables, rooms etc), what’s on (at your business and nearby), news, menu (for restaurants) and so on are up-to-date and prominently displayed on your site, so both visitors and search engines can easily find them.

3. Time sensitive
Implication of time sensitivity for your search/Web strategy:
Be ready – anticipate surges in mobile search. Predict what events will trigger relevant searches, including those you control e.g. company news, advertising and email newsletter/offer; and those you don’t but can capitalize upon – such as events on TV.

4. Context
Implication of mobile context for your search/Web strategy:

Be aware that the mobile context is different for distinct mobile searches, and these will vary for different types of business, for example:
• Restaurants should anticipate that mobile searchers are most likely to be on the go and likely to be looking for somewhere to eat in the near future. Make it easy for them to find your business and all the information they need to make a decision, book and find your location via a Web or directory search, and make timely offers to aid conversion.

5. The device – capabilities
Implication of mobile device capabilities for your search/Web strategy:

Ensure your mobile-friendly site includes and prioritizes all the tools that take advantage of functions of the mobile device: click-to-call, click-to-be-called-back, click-to-email, click-to-find on a map, SMS alerts, store-finder, mobile coupons, mobile barcode scanner and links to share on social media.

6. The device – limitations
Implication of mobile device limitations for your search/Web strategy:

• If mobile coverage is patchy at your location, offer WiFi. This gives you more than just good will. It provides an opportunity to influence customer behavior; means you know exactly the physical location of the search; and gives you an element of bargaining power: in return for WiFi visitors may be prepared to register for a loyalty scheme and/or share information.

7. Voice search
Implication of voice search for your search/Web strategy

Ensure that Google’s results are showing all essential information: the right address, business hours, phone number etc.
• Make sure profiles on directories are kept up-to-date.

8.Mobile apps

Implication of mobile apps for your search/Web strategy:

• Native application have their place and may be preferred by your most loyal customers, but for everyone else, you need a mobile-friendly site that search engines can index and potential customers can click through to when they
are searching for information, products, services that are relevant for your business.