Local search continues to play an important role in marketers’ SEO success. Data recently released by the Local Search Association found that 27 percent of total web traffic in December 2012 came from users on non-PC devices. This was four times the amount of traffic reported in December 2011.
“The media landscape continues to diversify as more consumers begin using smartphones, tablets and other connected devices in their daily lives,” president of the Local Search Association Neg Norton said. “Local businesses should pursue mobile advertising strategies and introduce smartphone and tablet-friendly websites to reach consumers increasingly accessing the web from non-PC devices.”
The number of mobile device owners continues to rise. Now, 37.3 percent of smartphone owners in the United States also have eReaders and tablets, and 48 percent of all mobile users are making local searches on those devices, according to the data.
This can be good news for companies with optimized content marketing strategies, given that Mobile Path to Purchase showed that 50 percent of mobile-user activity results in a purchase.
50 percent of mobile-user activity results in a purchase.
However, brands can only reach mobile-technology users when they create content accessible on smartphones and tablets. For example, social media content can be a powerful tool for businesses, as users often turn to Facebook, Twitter and LinkedIn when traveling for work or walking down the street. Marketers should use these channels to continue web conversations with on-the-go prospects and push readers further along the sales cycle.