Trend-related, news content marketing appeals to mobile audiences, suggests Google data

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by Brafton Editorial
Mobile search activity exploded during the Olympics, and marketers should take the increase as a sign to target trend-focused mobile audiences with SEO content marketing campaigns on the web.

On its Mobile Ads blog, Google reported that popular current events generate substantial mobile search activity, as demonstrated by mobile traffic throughout the ongoing London 2012 Summer Olympics. According to the company, the first major event of the games, the opening ceremony held on Friday July 27, resulted in massive upswings in mobile search traffic in the United States and Europe. For marketers, leveraging these events with relevant website content can appeal to the growing number of smartphone users searching for trending topics.

Google theorizes the search spikes are also evidence of the frequency with which web-connected consumers around the world interact with multiple screens simultaneously. While someone is watching television, they’re also using a smartphone, tablet or other device to look up content on the web. Dai Pham and Adam Grunewald of Google’s Mobile Ads Marketing team reported that Olympic related searches grew more than 10 fold during the first week of the games. In fact, 47 percent of all Americans’ Olympic related searches on July 27 and July 28 came from smartphones or tablets. In the UK, mobile search accounted for 46 percent of all queries, while Japan (55 percent) and Australia (45 percent) saw similar surges.

Creating website content that actively targets mobile users follows many of the same principles that go into content marketing targeted at the desktop and laptop search crowds. Certain factors, such as timeliness and location, appeal more to mobile audiences, and there are ways marketers can use these elements to make content marketing achieve local or mobile SEO. Recent trends indicate businesses should find ways to create content for on-the-go audiences. A report from BIA/Kelsey found that mobile search activity will top 30 billion queries in 2012 on its way to surpassing desktop search by 2015.

Plus, event-focused mobile search upticks are becoming the new norm. In February, Brafton highlighted a surge in mobile search activity during the Super Bowl, and Google reported in its blog that events, such as the Oscars and Grammy Awards, generate instant search buzz as well.

Sharing industry-focused content that successfully ties in trending topics can be a difficult balance for some. However, content writers who find the right thread to relate industry news with the hot topics can provide readers an interesting perspective that distinguishes a company from another.

Social marketing adjustments to reach mobile audiences can be minimal, as apps and the mobile web deliver an experience almost equal to desktop and laptop access. However, for companies looking to improve the mobile accessibility of their sites and SEO content creating a site fully optimized for smartphones and tablets is an important step. A recent test from Google signifies the move even further. Brafton recently cited a report from SEO expert Bryson Meunier, which found Google is currently testing the use of icons next on mobile SERPs that indicate a link is fully optimized for mobile accessWith most smartphone users accessing social media from their handsets, trend-related content shared on Twitter, Facebook and other platforms are also likely to generate more visibility for a brand. As all web channels become more popular with smartphone users, making mobile a part of an overall web marketing strategy is important for brands to ensure their content stays relevant.

Sharing industry-focused content that successfully ties in trending topics can be a difficult balance for some. However, content writers who find the right thread to relate industry news with the hot topics can provide readers an interesting perspective that distinguishes a company from another. Furthermore, sharing these articles on social networks or other sites can result in a strong traffic lift as well. Brafton recently highlighted a partnership between Twitter and NBC Olympics that provides a hashtag page for users to find all content related to the games.

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