Tailoring a keyword strategy to the needs of a mobile audience is critical for businesses hoping to target smartphone and tablet users.

Varying keywords to a mobile audience is as important as optimizing a website for smartphone and tablet access, Resolution Media’s Bryson Meunier reported via Search Engine Land.

The first step to mobile SEO success is ensuring that a company’s website and various social media content are fully available for mobile users. The next step is tailoring content to target the needs of those searching on the go.

As mobile technology becomes the norm, many of these searches will be the same. Still, there are certain variations on common terms that are more likely to be searched by mobile prospects.

Meunier cited the instance of a car insurance company that found “roadside assistance,” “tow service” and “towing” were all searched more frequently from mobile devices than desktop PCs.

Developing content with these keywords and phrases in mind makes a website easily searchable for both segments. Creating a keyword and content strategy aimed at mobile users can be tricky for certain industries. While mobile-friendly keywords may seem intuitive for auto, travel and similar on-the-move industries, but thoughtful research and creativity can help an SEO team define target audiences and launch a campaign for any sector.

Brafton reported last week that audience targeting is, perhaps, the most critical element of any content marketing campaign – and mobile targeting could be the new frontier. A separate report demonstrated the need for businesses to integrate mobile into their marketing campaigns moving forward. Businesses are expected to spend $56 billion on various marketing efforts aimed at mobile users by 2014.

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.