Nearly 60 percent of smartphone users rely on search to find businesses by category, rather than searching for a specific company.
Fifty-five percent of smartphone users search for businesses by category, rather than by specific business names, market research firm Market Authority said in a recent release.

Market Authority studied more than 200,000 consumers in the U.S. to assess the growing value of marketing to mobile audiences. For some time, marketers considered mobile marketing simply a matter of adding display ads. However, adjustments to search algorithms by both Bing and Google have made it easier for people to receive tailored search results when searching from their smartphones.

“This information is very important to businesses looking to target consumers using their phones to find a business,” said Steve Sitton, founder and CEO of Market Authority, in a release.

For marketers, the increasing use of mobile search to locate nearby businesses has forced them to consider the audience when developing SEO strategies, and now it seems that key phrases referencing the broader industry that encompasses a business could boost mobile visibility. Content marketing campaigns that include keywords more likely to be searched by mobile users will help businesses, especially those in B2C markets, attract new customers.

Brafton reported last week that mobile search’s popularity will only continue to grow in the coming years. Currently, Android’s search application is one of the most popular on the mobile OS. As search and social media  becomes more critical to smartphone users, the importance of mobile SEO will only expand.

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.