Ok, so this is the second article we’ve found where Google has reported that most of the searches there seeing are mobile. Just a few weeks ago we wrote an article about Google reporting half of all the search volume they see are now Apple Mobile searches. That article is exciting news for sure. But how exciting is that information really? How much of it is applicable for certain target or niche businesses? Can you expect all mobile searches to covert to leads for your business? The answer to the question is not simple, it’s sorta of complex.
WHAT GOOGLE WON’T TELL YOU ABOUT MOBILE SEARCHES
However, what they don’t tell or disclose to is what the keyword terms are being searched on mobile. That’s right! Google in 2013 Summer, took away to ability to even see search volumes. SEOs once could preview traffic and mine the long-tail-keyword to place bets on what phrases they should target as a part of their content marketing and onsite content development.
WHAT’S MOBILE MEAN WHEN YOU CANT MEASURE DATA
Google did this, because people were more focused on the search volume traffic to place bets on where to place landing pages. Essentially people stopped thinking for user experience when building website and their content.
EVEN ANALYTICS WONT TELL YOU EVERYTHING
As a result, your Google Analytic Dashboard, will report your number one keyword to your traffic as “not reported”. Meaning they still won’t aggregately tell you where your traffic derives from. So how is reporting half of all searches are mobile searches on Google good news for you? There are ways to get exact data, but you’ll have to learn how to setup Goal Tracking, behavior tracking events (conditions you setup) to see what type of keywords come into the site.
SHOULD YOU TRUST GOOGLE’S HEADLINE?
So should you trust this data to make a move in your operation or budget to optimize for mobile? Yes/No! Yes, in that it’s too easy now to have a mobile site. There’s Bootstrap light our and media query calculators to help you set break points to make your site load for mobile. No, in that not all “niche” traffic is mobile. But what you should do to reach the mobile is the type of long tail keywords you build on your phrases.
WHAT WE THINK MOBILE SEARCHES REALLY CONSIST OF
Mobile searches however are still going to consist mostly on sub culture, celeb, music, pictures, and adult. However, you can expect long-tail-keywords phrases at the local level! If build more unique content and target 1000s of geo phrases with your keyword seed, then you’ve found real MAGIC!
IS THIS NEWS EXCITING OR NOT
This news should be exciting, however, for most people (still lost in SEO/Online Marketing) will get hung up on the article headline will move too much in the WRONG direction. Have a mobile site, pay for it at all cost, however, you’ll still need MASSIVE amounts of inner content and good navigation to eventually see the ROI with SEO. After all that is what people are looking for.
WHAT YOU SHOULD FOCUS ON, MOBILE IS SOCIAL TRAFFIC
Invest into the content! Whether done by yourself (the best way) or to pay a copywriter to produce it. Nevertheless you’ll never find-out what those searches are without the content. Google will never tell you what your site closely matched up to in keywords. When you do get the content and look back on your data in Google Webmaster Tools you’ll find (we’ve found), that less than 30% of our traffic were mobile.
If you were using social media as your referral traffic, (Groupon, Facebook, Meetup, Thumbtack)then yes, you’ll see 75% of your traffic will be mobile. If that’s a part of your paid marketing strategy, then you better make sure your website is tip top for an array of media queries and be ready to deliver a simple site
HERE’S THE RUB, WHAT YOU CAN EXPECT IN TRAFFIC
Let’s face it how many niche businesses are really friendly for social media? Other than it being the voice in the community, people will still use Google as a local measure to find a resource. Those searches are about 75% desktop and 25% mobile. The numbers might skew about 5 to to percent and that will be based on shopping trends/seasons. Again, unless you have your claws into referral websites to pull traffic to your brand/site, web based searches (where research is done) are you can expect converting traffic to stem from in very niche related services and products!