Google expects 15 percent of Black Friday searches to come from mobile devices, and the estimated number of mobile searchers will likely increase as the holidays approach.

Drawing on its past experience, Google’s Mobile Ads Blog recently estimated 15 percent of searches on Black Friday will come from mobile devices.

Developing an SEO strategy is a critical element of modern marketing initiatives, and the popularity and convenience of mobile search means businesses must understand their SEO campaign cannot exist in a vacuum. While certain search terms will remain constant, adding new selections based on seasonal trends and on-the-go shoppers’ locations will help companies succeed during the busiest shopping and spending seasons of the year.

As mobile search has become popular, mobile SEO is increasingly important and often less expensive to implement and develop than other strategies.

According to Google’s report, 44 percent of searches for “last minute gifts and store locator terms will be from mobile devices.” The figures are based on previous years and current mobile and search growth rates.

A report from comScore released on December 15, 2010, found that 15 percent of survey respondents had not completed their holiday shopping by that point in the shopping season. With so many people waiting for the last minute to close out their lists, it could prove beneficial for businesses to develop a multi-pronged strategy to attract these last-minute shoppers.

Aside from local and mobile SEO campaigns, social media marketing could be especially valuable. A well-placed tweet or Facebook update offering a discount or simply advertising a waning inventory could be the impetus for those waiting until the last possible second to buy the perfect gift.

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.