How to master mobile search and convert customers on the go

How often do you consult a search engine for your next steps when you’re out and about? Whether it’s to find a specific shop or look for a place to eat nearby, you can’t deny that Google is a consumer’s best friend.

Smartphone users carry out 80% of internet searches, and with Google answering more queries via mobile device than desktop, mobile search is something your brand needs to win at. Here’s how.

1. Make sure your website is mobile-friendly

Get in Google’s good books with some basic design and UX principles: size your content so that it’s readable with minimal zooming and scrolling; space links out for easy tapping with even the fattest fingers; and avoid any software that doesn’t work on mobile (we’re looking at you, Flash).

If your site passes the test, Google will reward you with a better search ranking. That means more eyes on your site and, if you can follow that up with a smooth user journey, more customers though your door.

2. Get found by searchers on the go

According to Google, searches for things “near me” have increased over the past few years, and 82% of smartphone users turn to a search engine when they’re looking for a local business. So it’s safe to say that local visibility is a kind of a big deal.

You’ll need to make sure your site is full of the kind of relevant information and keywords on-the-go searchers might be looking for. From quality localised content for each of your outlets to key decision-making information like addresses, opening times, contact numbers and booking forms, make it easy for searchers and search engines alike by providing all the information they need at a glance.

3. Use paid mobile advertising to gain exposure

When organic search isn’t enough, mobile ads and pay-per-click (PPC) can be a great way of getting ahead of the competition. But don’t just reuse your desktop PPC campaigns – make sure you write your ad with a mobile mindset and keep it concise and compelling.

Start with mobile-focused keyword research and target your ad accordingly. Include a short, relevant call to actionthat sends users to a mobile-friendly landing page, or make use of things like Google’s click-to-call function and location extensions. The easier you make it for customers to convert, the more likely they are to do so.

We’ve got plenty more to say on the subject in our free guide to mastering mobile search – so go forth and gain favour with Google. Your conversion rate will thank you.

If you want more information, or need help with your digital marketing get in touch.