KEO Marketing

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The Year of Mobile Search?

There is no denying the growing popularity of local and mobile search. For years technology pundits have been claiming the New Year “The Year of Mobile” and this year is no different. However, many search engine optimization practitioners are skeptical about the growth of mobile.

These practitioners do not question the power of mobile devices or doubt the acceleration of their influence. They simply believe, that to a large extent, mobile has already arrived. Smartphones continue to grow in popularity and are expected to become more popular than the feature phone in 2011.

SEO practitioners are aware that nearly half of American’s already have Blackberries, Androids, iPhones or similar phones and are using these phones on the “go” but they do not believe that search – the user process, intent and results – are that different on smartphones and laptops and desktops.

Mobile searchers may be slightly more inclined to perform a local search but many SEO practitioners believe this trend is overblown. A generous portion of searches performed on laptops or desktops also contain local intent. In fact, the top general searches of 2010 and the top mobile searches are surprisingly similar and non-local oriented.

Research from Doubleclick reinforces this fact showing that queries, clicks, click-through-rates and even conversion rates are extremely similar when comparing search on mobile devices with full browsers vs. computers.

SEO practitioners who are skeptical of mobile’s growth do not advise ignoring mobile as an organic marketing channel. However, they do warn against overhauls such as building separate mobile sites and mobile experiences.

For more information about mobile search, contact KEO Marketing.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.