New Report Shows 30 Percent Of Searches Originate From Mobile Platforms
Many webmasters believe that the company's website will only be viewed (or primarily viewed) by desktop or laptop devices. It's understandable. In the history of the Internet, users have primarily been confined to large screens. However, in recent years, the shift has been towards mobile users.
A recent YP (yes, Yellow Pages - they're still around) report revealed that there were 350,000 more local searches every day across the YPSM local ad network compared to the prior year. What's more, 30 percent of all searches were made by mobile users. It's a growth of 25 percent. The sector that saw the greatest increase was industrial manufacturing. An unlikely candidate, but it is what it is.
Party planning, medical services, maintenance and cleaning services, dentists, building contractors, physicians and surgeons, legal services, and moving and storage were all categories that grew in 2012. YP runs the largest local ad network in the world.
The network gets 65 million unique users per month, has 500,000 advertisers, more than 300 mobile and online publishers, and is the recipient of over 2.2 billion searches every year. That's a lot of local searches.
If you run a local business, this data is important for you. You see, you would guess that restaurants, bars, and other entertainment-type businesses (even flower shops) would rank very highly in the search categories that people search in. But dentists? Maintenance and cleaning services? Building contractors? This is what people are searching for on mobile devices?
Smartphone screens getting bigger, and apparently people love surfing the net on these things. Even if you think it's crazy, you have to admit that it's probably a good idea to revamp your mobile site to capture additional revenue from mobile users.
For starters, YP shows that the biggest growth in mobile users searching the YP platform lies in Android devices and iPad. Location also matters. YP found that users click on a business's link more often when they are close to it - with 1 to 2 miles being the "sweet spot." Translation: you're getting most of your local traffic (from YP anyway) from users within 2 miles of your business.
Designing your landing page to meet the expectations of users is key. If your users are probably within 2 miles of your establishment, it's a fair bet that they're seriously thinking of stopping by. Really, they're only 2 miles from you. The geo-location data showing high clickthrough rates close to a business speaks to the idea that there is a high level of engagement there.
Tailor your mobile landing page so that this is taken into account. What would users want to see on a bar's website if they were within 2 miles of it? Drink specials? Special events happening right now? How about a special coupon for half-off drinks if they show up within the next 15 minutes? That's a call to action that will have users making a decision. You could put bar hours on the website, or a phone number, but if users are that close then there are probably better options for your landing page.
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