The Continued Rise of Mobile and How Search is Changing


You’d be hard-pressed to find research and data that doesn’t show mobile access to the web and mobile search leveling off or declining. The opposite is
true and that fact brings new implications to the way websites are found in search. And the big news of 2015, which centered around having a responsive
website, is only part of the success equation.


About Responsive Websites

If your website is still not responsive and technically or visually optimized for mobile search, visits, and conversions —know that you’ve got a
problem. The problem can be fixed, and we’d be happy to remedy the problem by coding your site to be responsive, but it is going to take resources
to do so. 

Then again, when color television became a ‘thing’, businesses and advertisers had to approach traditional marketing differently and budget for the color
TV trend in America. The same holds true for your web assets —budgeting for technical trends that have been proven time and time again to be
the new norm is a regular part of doing business today.


Responsive Isn’t the Answer, Just Part of the Equation

Some research suggests that 60%+ of mobile searches are for local products and services. So once you’ve got the responsive website to best illustrate your
brand and value propositions, you have to understand that search on a mobile device is different than on a desktop. Not polar opposites, but technologically,
people are using mobile devices and wearable technology (like smart watches) to search differently: by voice.


Search Marketing and 2016

As 2016 approaches, we’re internally planning for and optimizing for mobile search trends —most notably: voice search. That’s the difference between
mobile and desktop —a huge number of people are using voice activated search (like the ole standby —Siri) to search and find local businesses
and business information.


What Does That Mean for My Website & Content?

First, let’s understand that people often search by way of a question. The most common words used are: 

  • who
  • what
  • where
  • why
  • how 

So when it comes to composing content and optimizing your website, it’ll be key to utilize the following strategies: 

  • Use structured markup as much as possible so that the search engines understand better, semantically
  • Be ready to modify your existing content
  • Be ready to add content pages and more blog posts that answer common questions (especially those that use the above question modifiers)
  • Make sure that the most common local search tactics are in place, reviewed, updated, and monitored (such as citations, reviews, social mentions, etc.)
  • The increased use of smart watches will help take voice search to an even higher frequency

Wrapping Up

If you’ve made the leap to having a responsive website, we think that’s the cat’s meow. But the work doesn’t end there. Planning for and optimizing for
mobile searches (they also happen to contain more words than a desktop search), is a necessary part of the growth process. If it was up to us, we’d
just make all of our client’s #1 in search for all of the terms they desire, but it isn’t that simple. We do have, however, the tools and know-how
to do it, so why not contact us for an mobile optimization and content proposal and we’ll get the ball rolling (and aim to make it have a snowball
effect and greatly increase your brands visibility and conversions over time)! 


Written by Joe Schaefer, Web Strategist & Brand Advocate at Brawn Media. Learn more about him and the rest of our team here! Follow Joe on Twitter.