More and more people are using mobile devices to find products and services, so it’s important to take advantage of this burgeoning market. A survey by Constant Contact estimates that 72 percent of businesses don’t have a mobile marketing strategy in place, which is especially disheartening given the rate at which mobile searches can generate sales – or at least additional contact from customers.
For example, Google estimates that 60 percent of local searches lead to sales. This is important information to consider, given that most mobile searches are likely going to be about businesses in a certain area from users who are on the go. Consequently, companies need to realize that some methods of optimizing websites are better than others for appealing to mobile users. Here are some ways to do so.
Registration
When an organization wants to be connected to a certain city, neighborhood or physical address, it is best to register with Google places. Additionally, having a presence on review websites such as Yelp! will make it impossible for search engines to mistake the precise position of a store or office. This makes it easy for mobile consumers who are already out to find directions to a particular company.
Even including a map on a company website can have a positive effect. It is considerably helpful to include Google Maps via a plug-in to demonstrate to user where an establishment is located. As of March 2011, Google estimated that over 150 million people were regular users of the service, making it the gold standard for getting directions and viewing maps.
Optimization
Most mobile devices are able to view regular websites that are meant to be seen on desktop or laptop PCs. However, a lot of media and an expansive design will require long download times and difficult navigation. Companies can make specifically mobile sites for users that feature less scrolling and more touch-screen optimized interfaces, but some organizations might not have the budget to design such an interactive website.
The most cost-effective solution may be to create a site that can be viewed easily by both mobile users and traditional web browsers. This means reducing media-rich elements such as Flash animations and embedded videos. Be sure to make page design clear and don’t leave too much text on a single page. Frequent links that allow users to navigate from one page to another will be much appreciated by mobile users.
SEO strategy
Google AdWords, which helps companies to perfect their keyword strategies, contains customized settings for appealing to mobile device searches. These ultimately have to do with pinpointing local establishments and points of interest, as well as embracing auto-fill options that most smartphones and tablet PCs often use. To target consumers who are on the go, select these settings when starting an SEO campaign.
Apps
Most companies are unlikely to be able to create their own proprietary apps, but that doesn’t mean that there aren’t plenty of mobile add-ons that can be used to attract remote users. For example, encouraging customers to check-in at a store or office using a Facebook or Twitter app will appeal to people who frequently engage in this practice.
Additionally, many third-party apps, such as those for FourSquare or CitySearch should be liberally advertised in stores and on websites. This helps people to realize that they can find more information about a particular company by using those services and will add to the richness of customers’ online experiences.
Kevin D Burt 