The increasing use of mobile devices has fundamentally changed how people interact with their surroundings. This includes how people search, discover, and connect with businesses around them.
Mobile searches have made searching for information as easy as ever, so consumers are always connected to the information they are looking for. This shift in search behavior poses enormous potential for businesses that can optimize for local search discovery.
For instance, whether someone is looking for a nearby restaurant, an automobile repair shop, or even specialized services, they can simply whip out their smartphones and enter a quick search. If your business lands the top spot in local search results, customers will most likely come to you.
But how do you optimize mobile search for local discovery? Are there any differences between mobile and desktop search? We answer all these questions (and more) in this blog.
Mobile Search Vs. Desktop Search
Wondering if there are any differences between mobile search and desktop search? The answer is yes! Here are the top three differences:
- User experience: The search results on mobile screens are often displayed in an app-like interface or a linear page that users can scroll through linearly. This makes it easier for mobile users to access information on smaller screens. Mobile search results are also based on location, making it easier for consumers to locate nearby places.
- Voice search: With the rise of virtual assistants such as Siri and Alexa, voice search is becoming more popular than ever on mobile devices. This hands-free search is especially useful when typing is not an option, like while driving or nursing a child.
- Content display: When it comes to mobile search, the results show fewer images and videos due to lack of space. On the other hand, bigger screens like laptops and desktops have more space for media-rich content like long text, videos, and images.
How mobile search has enhanced local discovery
Mobile search has revolutionized local discovery in many ways. From instant access to information to personalized recommendations, the benefits are plenty! Here are a few of the top ones below:
- Instant access to information: Mobile search has transformed information discovery. No matter the user’s needs, a simple search will get them instant results in seconds.
- Real-time updates and notifications: Another way mobile search has enhanced local discovery is through real-time updates. Businesses can now send push notifications and location-based ads to communicate with consumers directly.
- Personalized recommendations: Using GPS technology, search engines and mobile apps can make tailored recommendations to consumers based on their current locations for the service or product they need.
- Data-driven insights: Mobile searches also help businesses analyze search patterns, customer behavior, and preferences through click-through rates, bounce rates, and impressions accordingly.
Tips for optimizing mobile search for local discovery
Mobile search has leveled the playing field for many businesses. Mom-and-pop and mid-sized stores now have a platform to compete with larger players in the market. If you want to optimize your business for local discovery, here are some effective strategies.
1. Identify mobile keywords
Generally speaking, mobile searches are usually closer to the conversion phase in the marketing funnel than desktop searches. For example, if someone is looking for a restaurant nearby using mobile search, they’re most likely close to or near the area already. This is where you can capture micro-moments — those brief moments of high intent where a person turns to their device for a need.
Here are some tips on identifying high-ranking mobile keywords:
- Identify keywords you already rank for: If a keyword is already ranking well, create more content around the keyword. You can experiment with content types like graphics, videos, or blogs to get more eyeballs. On the other hand, if a keyword is continuously performing poorly despite creating high-quality content, it’s probably time to find new keywords to target.
- Analyze search queries: Search queries are either typed or spoken. Spoken queries are usually searched when a person is in a hurry for results or occupied and typically have a geographic indicator in them. Similarly, local searches include phrases like “near me” or “cafe in ‘X’ neighborhood” signaling local intent.
- Research location-based keywords: Local SEO is critical for mobile search. These typically include two phrases: “near me” or “nearby”. The key here is to register yourself on platforms like Google Business Profile (previously Google My Business) to increase visibility. This ensures your business is listed when Google shows results for your industry.
2. Optimize business listings
Listing your business on online directories and citations is a great way of enhancing brand visibility and awareness. These directories list websites, usually by industry, location, or both. The key here is to ensure you maintain a consistent and accurate NAP (name, address, and phone number), which is crucial.
Here are some best practices:
- Resolve all inconsistencies: This includes updating any discrepancies in spelling, address, descriptions, and phone numbers.
- Review all your listings: This includes all your business listings on platforms like Facebook and Google depending on your industry, target audience, and preference.
3. Leverage voice search
The main difference between voice and text search is user behavior. How we conduct searches greatly depends on two factors — where we are and what we’re looking for. So, if consumers use voice search, they’re likely to be more conversational with their keywords.
For instance, you might generally type “restaurants near me”. But using voice search, your query might look something like “What’s the closest restaurant near me?” This means that businesses need to optimize local keywords for mobile using semantic keywords.
Regarding location, people use voice search almost anywhere and anytime. However, the key difference for situations with high-conversion potential depends on the urgency. For example, an on-the-go searcher who’s looking for a hardware store will use keywords like “near me now” to emphasize the urgency.
4. Invest in hyperlocal marketing
With increased competition in local markets, hyper-targeting is becoming even more important to reach your target audience. This allows businesses to reach consumers based on neighborhoods, streets, and localities, maximizing relevance and engagement.
How this works: At the most basic level, hyperlocal means creating a “geo-fence” around an area and targeting all consumers within that group. For instance, you can target local content to people within the fenced area, increasing the chance of higher engagement, relatability, and footfall at your business outlets.
For the best results, keep these three things in mind about your target group: They’re on the go, have a short attention span, and are on small screens. For instance, if you want your consumers to book a reservation, include a tap-to-call button. If you want them to visit your store, include a store locator to guide them towards your product pages. Store locators answer the pivotal “Where to Buy” customer question and intelligently directs customers to the nearest store based on their location to ensure a smooth journey.
Looking ahead
As we move ahead, the number of mobile users will only increase. Data shows that there is an expected projection of 1.5 billion users between 2024 and 2029. With this data, it’s clear that mobile search is here to stay and stay a long time! This signals a huge potential for businesses that leverage the surge in mobile usage for local discovery. Those who don’t will unfortunately falter behind. The question is — What is your stance?
