When it comes to mobile search, trends indicate there seems to be no stopping the rush of traffic it delivers — and you can let this boom go to work for you. Mobile searches exceeded fixed internet access back in 2014, according to Search Engine Watch, changing the way businesses operate forever. Now, according to a recent Google study, 1.5 billion people visit destinations related to their searches each month. Small- to medium-sized local businesses are in a prime position to take advantage of this shift.
Mobile Search Marketing Works for Local
There are many important aspects of the mobile search trend noted in that same Google study. One is that half of all web traffic comes from mobile. The study also showed dramatic increases in "open now" searches, as well as "where to" guides. Google reports that some 76 percent of people who do a mobile search to find something nearby visit those destinations within a day — while 28 percent of them buy something. The key to translating mobile search data into offline experiences lies in optimizing your website for the mobile user experience.
Google Trends Is Always in Style
Beyond the sheer volume these numbers represent, there are trends within this data. For instance, many businesses (and related search volumes) slow notably in certain months. For instance, if you run a taco bar, type that into Google Trends, and follow the "Interest over time" line graph, you'll see that search volume tends to dip in winter and peak in the warmer months. If you scroll down, you'll see "taco tuesday" among the top queries. Using this info, you could run a special promotion on Tuesdays during the slow months to drive sales in the winter.
Google Analytics: the Brains of the Operation
Google Analytics is another helpful tool for uncovering mobile search trends. You can identify search terms that feed into your online marketing campaigns, as well as visitor trends. You might think visitors want the best price, when in fact, they're searching for a particular brand you carry. This kind of information can help you tailor your retargeting strategy appropriately.
Count on the Clicks
Another way to get more from your data is to develop a pay-per-click (PPC) campaign. With PPC, you can target a potential customer at a particular time of day, while they're in a particular place, and deliver very particular messages to them. Of course, it's not plug-and-play. A solid PPC campaign takes skill, and you should take the time to identify a credible, trustworthy partner or in-house professional to manage it.
Fighting for top search positions is beyond the scope of most marketing budgets — however, it is possible to have a strong presence in local searches, if you let the mobile search trends work for you.