A report from AT&T suggests that businesses can no longer wait to add mobile to their organic and paid search marketing campaigns.

AT&T Interactive recently released its Local Insights Report and found that 30 percent of all search queries conducted its network users take place on mobile devices. The company said it sees approximately 190 million queries every month on its networks, and the mobile’s share is increasing.

The study also suggests that the behavior between searchers on desktop and mobile devices is vastly different. Among those using laptops and desktop computers, 70 percent of users go directly to a company’s website. On smartphones and tablets, just 10 percent of companies do so, demonstrating the value of SEO to reach mobile audiences looking for nearby businesses. The click-to-call feature, which allows users to dial a phone number automatically from a SERP, is the most frequently selected option (54 percent).

Businesses hoping to reach on-the-go consumers should also be sure to clearly label their store locations on their sites. Twenty-seven percent of searchers use mobile search for navigation information, whether it’s finding an address or using maps included on SERPs.

The least common web activity among both traditional and on-the-go users was reading and writing reviews,with 5 percent doing so on desktops and 9 percent from mobile devices.

For companies looking to improve their appeal in mobile search, some strategic SEO adjustments can help. Some of the industries that should expedite this process are restaurants, automotive shops, beauty services and hotels. These were four of the five most frequently searched industries by mobile users. Moreover, any business in the entertainment or recreation industry should focus on SEO and social media marketing both will help them appeal to smartphone owners.

Regardless of the industry marketers serve, the smartphone market is becoming more diverse. More than 20 percent of those using mobile search are 55 years old or older. That said, companies targeting older adults can’t overlook mobile strategies based on the idea that they don’t have a mobile audience.

Among the industries spending most heavily on mobile outreach – in terms of both money and manpower – are building contractors, law firms and medicals companies. While none of these are among the most frequently accessed from mobile search, adjusting campaigns to get ahead of the trend will help these organizations compete as mobile becomes more frequently used for search.

In light of other recent reports, it’s surprising that more ecommerce marketers aren’t focusing on reaching mobile audiences. Brafton recently reported that the retail industry should prioritize mobile optimization, with 66 percent of shoppers saying they research purchases on their smartphones. These consumers frequently turn to both website content and social media networks to find information from the retailers they shop with.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.