Mobile Search: Why is it important?

Mobile Search is becoming ever more important. Not only for personal use, but for the countless businesses popping up all over the city of London, and the UK.

Over the past years we have seen a substantial growth in Mobile Search. This has truly changed due to advancements in technology, users are shunning using desktops and moving to mobile and tablet device. The convenience of this now means that the search growth has increased substantially now that users are able to do their searches at ease on the move. Whether it will be on the train to work, on the bus or if you are brave enough walking through the busy streets of London. With Mobile search, we are now have much more freedom.

Over the past few years we have seen an increase in mobile usage over-taking Desktop.  This was predicted by analysts back in 2008 and this has definitely come to fruition. This trend continues to grow at an astounding rate. Google and ComScore revealed last year that the number of mobile searches have now overtaken desktop searches, which is a massive milestone.

Therefore the focus on Mobile is even more important in 2016 than ever before. However in many ways a Mobile search is very different to a Desktop search. One of the main differences is the layout of the SERP and there is not only one SERP anymore. With a Mobile screen being limited compared to Desktop the way Google organise their SERP is defined by the type of search. Three of the types that are the most varied are Informational, Product and Local.

Informational search can include searches for an actor, movie or musician. A product search is when someone looking for an item/product. Finally a local search are those where a location is important, based such as a hotel or a “near me” search.  There are examples of each type below;

 

The example is a search for Leonardo DiCaprio, the main difference is the knowledge graph has moved from the right to the single column you see on Mobile. Interestingly, there is a card for the Oscar he recently won on the Mobile result that is not on Desktop. The overall feel is more functional, verse the more homepage approach on Desktop (almost similar to Yahoo).

 

 

The results on Desktop and Mobile are quite similar for product searches. 80% of shoppers say they consult their mobile phones on a purchase they are about to make in a store, therefore it’s interesting there is no map listing on the SERP. Unlike the Desktop Search, the other main difference is the distance indication on the Shopping Ads (which is also a Carousel format), and the location and call extension on the Curry’s ad.

 

 

Location searched are also quite similar for Desktop and mobile, apart for some layout tweaks. However for Mobile there are 3 ad slots, verse 2 on Desktop, which is normally the other way around.  Maybe the Hotel Finder feature is not as profitable to Google as standard text ads.

It’s interesting to note that for a few years mobile has not affected desktop searches but this is no longer the case. Google have finally admitted there is a deceleration of growth of desktop enquiries.

As Mobile devices are becoming more and more prevalent, with hours and frequency on the increase we, as Marketers have to focus more and more on Mobile. At Climb Online we are always looking to how we can help our clients and perform better on mobile and now take a Mobile first approach.

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