Mobile Consumer Behavior
Everyone does it. You’re hungry for Greek, but you’re on the go and cooking is not an option. So, you pull out your smart phone and start searching for Greek food nearest you. Whether you are searching for a local restaurant, an oil change or a coffee shop, if those nearby businesses aren’t optimized for local search, it’s as if they don’t exist
Businesses have a lot to gain by beefing up their geolocation based mobile strategies- and even more to lose if left neglected.
A study on mobile search behavior found:
- 94 percent of smartphone users search for location info
- 51 percent visited a store within a day, compared to only 34% of tablet/computer searches
- 48 percent called a store
- 29 percent made a visit
Brands no longer have to rely on “foot traffic” to get noticed. Local searchers are ready to act upon their searches and have proven to do so. If you’re a local business owner and have yet to fully embrace the mobile consumer, you may want to start.
Essential to Your Mobile Search Strategy:
1. Mobile friendly website
A mobile optimized site is the key component to a successful mobile search strategy. It’s so important in fact, that Google decided to make it a ranking factor. If your site is not mobile friendly, Google will penalize you and your site will inevitably drop in search engine rankings. Read more about that here.
2. Local SEO
A local SEO strategy is the only way to ensure your potential customers are able to find you when performing a mobile search. This involves optimizing your website with specific location-based keywords and keyword phrases.
3. Web Business Listings
In an ideal world, you’d want to claim as many local listings as you can. However, the three most important listings are Google+, Yelp and Bing Local. Both Google and Bing have allocated the top of their search results to local listings when the query has local intent. As such, it is necessary to not only claim these listings, but also optimize them.
4. Optimize Social for Local
Believe it or not, social is an important piece to the puzzle as well. Consumers are using social on their mobile phones more than their desktops. A term coined “SoLoMo” meaning, social, local and mobile, emphasized the importance of the three and how they work together to impact consumer buying behavior. An active social page not only helps you get noticed, it improves recognition and credibility.
In order to take advantage of the mobile local trend, you must (at a minimum) implement the above strategies. With a full-proof local search strategy in place, users will be able to easily find your business.