3 Surprising Google Mobile Search Stats – And How Your Business Can Adapt To Exploit Them
During the Adwords & Analytics Innovations Keynote, Google announced a series of stats which illustrated quite how much power mobile traffic now has in the online world. What does this mean for you, and how can you adapt going forward?
Most Google searches are now done on a mobile phone
Google are always wary of putting out any concrete stats about their business – so even this vague bit of information was enough to shock people. Trillions of searches are conducted on Google platforms each year (we’re guessing that the company are including Maps, YouTube and all of their other services in this) – but more than that, the majority of them being on mobile? Blimey.
Looking at it logically – of course this is the case. Think about how you, your friends, your family mainly use the web now. A few years ago, tablets were the focal point of a lot of living rooms, and before that is was a laptop. Now, everyone is glued to their phones, and this is showing in statistics. The shocking thing is that this is only going to grow as more people upgrade to better phones, so we’re not even approaching the apex of mobile usage yet.
What does this mean for your business? Put simply – you need a mobile friendly website, otherwise Google won’t even bother putting you in their search results even if someone is searching explicitly for your business. This is because their search engines made the change in 2015 to exclude any website that doesn’t work on mobile from their mobile rankings. If your traffic has dropped significantly in the last year, this might be a reason why. Find out if your site is mobile friendly here.
A huge amount of mobile searchers are looking for a location
This might not sound huge to start with, but put it this way – around 1 in 6 of all Google searches worldwide are by someone looking for the location of something in their local area. This might be someone enquiring after the opening times of their nearest Tesco, trying to find a 24 hour mobile phone repair shop within a walking distance, attempting to get the phone number for their local takeaway or just looking for somewhere nearby to grab a coffee. This alone shows that the world of physical shops is far from dead – in fact, it is thriving.
What does this mean for your business? Getting the correct address, contact details and opening times on your site & social media is the minimum, but taking ownership of your Google My Business page is a must. This is the information you see on the sidebar of Google searches. You’d be surprised at how much business can be gained (or lost) through the information you have on there. Google will even walk you through how to take ownership, and how to customise everything. In addition, it’ll also allow you to use location extensions of AdWords (if you’re choosing to advertise), making your adverts look better – as well as improving user experience for anyone searching Google Maps for you. Find out more here.
The impact of location-specific searches is instant & long lasting
The fact that 75% of people who are searching for something in their local area then actually go to that place isn’t so much of a shock, but the impact on their spending is fairly impressive. However, the fact is that people turning up to your shop after explicitly looking for either your business or the things you sell is a to different to normal foot traffic. To put it in a slightly more business-y way: those who come to you after a search are like warm leads, while walk-ups are a little more like someone being cold-called. That’s why it is of the utmost importance that you get in front of the people who are looking for the services that you provide.
How can you capitalise? Well, as well as all of the above, it is probably advisable to start a Google AdWords campaign (if you haven’t already). Regardless of your industry or budget, you should be able build your brand and drive customers directly to you. If you’re a small cafe in Stockport with only £100 marketing budget per month, setting up a campaign based in your local area for people searching for keywords like “restaurants near Cheadle” or “coffee shop stockport centre” would cost little, but should bring people in droves. Similarly, if you’re marketing for an video game shop in Chorlton with thousands per month to spend, you could target all sorts of different things within the postcodes nearest to your shop – “trade in my xbox one”, “buy overwatch PS4”, “sell wii u”, and all the other variations in between. As long as you know the keywords which would be most profitable to you, and you have a website which you’re certain can capitalise on local interest when people click through (landing on your contact page, maybe with directions to your shop and a click-to-call button), you’re missing out on business if you don’t.
If you’re unsure about any of the above, give one of our team a call on 0800 808 9980 and we’d be happy to talk you through it. You can also reach us on Facebook & Twitter if you’d prefer to keep your discussions purely social.