The Three Steps For Success In A Multi-Device Search World

Do you remember the days of old when your customers could search for content on their computer, and you could focus on just that?  Now, with today’s advancements in technology, we have seen an incredible boom in other sources of devices being used in web searches, such as smart phones and tablets.  Now, if you are still focusing on just computers, you are losing out on an incredible opportunity to get your brand name out to the masses.

Recently, it seems that the Desktop search volume has declined for the first time, with the share of queries from smart phones and tablets reaching approximately 20%.  It has been shown that in 2012, when US marketers ran search campaigns that focused on tablet or smart phones, what they saw was that the clickthrough rates were well above the desktop average.   They saw a decrease in cost-per-click rates when compared to the desktop norms.

Mobile device searches are an important arm of SEO because 73% of all mobile searches have triggered additional action and conversions for those who have utilized mobile searches in their SEO plans.

Mobile searches are driving both online and offline actions.

  • 28% of mobile searches result in conversions (this includes store visits, calls, and purchases)
  • 36% of visitors continue researching your brand
  • 25% visit a retailer website
  • 18% will share info with others, and will do so through word of mouth
  • 17% of mobile users will make a purchase
  • 17% will physically visit a store or service location because of mobile searches and interactions
  • 7% will make a call to the business due to their mobile searches

Despite the promising numbers given, we still aren’t doing what we can for mobile searches.  Because of that, businesses are losing opportunities.  Many people feel that mobile search is far too complicated and insecure to make purchases through their multi-mobile devices.

At this point, the aspects in our desktop-focused optimization activates that are now fundamental, can still be unknown when trying to further develop a mobile-focused presence.  This includes several important websites.

Some Sites Don’t Have A Mobile Focused Presence

Even with the latest and greatest smart phones and tablets out now, it’s a good idea to have an optimized mobile version of the site specifically designed for them.  This can provide a greater experience according to their device characteristics, as well as device-specific restriction.

Between these two examples, which one do you think actually works best for mobile users, and actually makes them stay on the site?

mobile-non-optimization-example

It’s always a good idea to have a mobile version of your site optimized for the device you’re using, so it’s easier to browse.

Even With A Mobile Presence, The Optimization is still forgotten

Even if you, as a website owner, has a mobile presence, which includes apps, it doesn’t mean that the site has been optimized for mobile.  Basics from our day to day desk top focused optimization activities seem to have been either skipped over or forgotten when making the move to include mobile and tablet devices.

Many websites will promote one of their apps, but will seem very intrusive, and end up disrupting the user mobile web flow.

non-mobile-friendly-experience

Relevant, descriptive titles seem to have been forgotten as well.  If you look at these examples, you’ll see that even though the desktop versions of the sites are optimized correctly, basic optimization on these points are quite often, forgotten.

titles-mobiles-web

Mobile, Tablet, Web VS Apps

When developing for mobile, you should ask yourself, should I develop a website, or an app?  Really, the decision you make is going to have to be based on a selection of factors.  These factors include your business model, your goals, the importance of how wide you want your content to be seen, and if it is web indexable or not.  You’ll need to asses these characteristics, along with if whether or not you’ll need to provide complex functionality, which will require a higher hardware integration, or connection independence, and if your audience is highly concentrated in few device types and platforms.  You’ll have to look at all the pros and cons.

When choosing if you should go with a website or an app, use this to help analyze the alternatives:

mobile-audience-segmentation

The Three Steps to Improve Your Multi-device Search Visibility

Optimize your multi-device search visibility presence

You’ve got to remember that people search for websites through web search, as well as for apps for tablets, smart phones, or on desktops.  Because of this, it’s important that you make, and optimize a mobile web presence to help increase your mobile app visibility through web search.

Cross promote between your multi-device presence

To make sure you can the best of your mobile presence, create awareness through each other.  Promoting your mobile app in a non-intrusive way, through invitation, is a brilliant way to allow users to access and download your app when accessing your mobile website with a relevant device.

Measure To Improve Your Multi-device Presence

If you can’t, or don’t measure how you are doing on the mobile platform, then you obviously can’t improve it where it needs work.  It’s fundamental to continuously track and analyze, and make the necessary improvements not only to the desktop version of your site, but to your mobile presence.  Luckily, you can still use Google Analytics for this.

When using Google Analytics, you can create mobile reports and default segments that allow you to follow-up and verify if your mobile efforts are coming along as you would expect them to.  For your apps, the mobile app analytics will give you’re the information you need to learn about the amount of active users, screen views, sessions to demographic information, used app versions, goal completions, and in-app revenue.

In The End

There is no reason not to utilize your online presence by using, and optimizing for a multi-device search ecosystem.  Although your online presence will become more segmented because of it, but more people will come to your site, and help your business thrive.  Search is always evolving.  If you can’t catch up with it, it can become much more difficult to work with later on, with new types of devices and search interactions.