Businesses that target nearby searchers are driving greater mobile search click-through rates.

According to a report from YP Insights, consumers are most likely to click through to a site on a mobile SERP when they are fewer than two miles from a store location. The study found that B2C companies developing SEO and content marketing actively targeting nearby searchers can see their web strategies result in more immediate ROI since this approach can drive conversions quickly.

Consumers using smartphones to search the web frequently want to find products and services they can buy quickly. A strategy that appeals to these users through search can help companies increase business.

Among the industries seeing the most activity from local search are restaurants, financial services (banks and ATMs) beauty services and auto repair. Each of these verticals wins strong portions of their revenue offline, but more consumers search for content on the web when looking for these types of organizations. Developing a robust web marketing strategy that helps win clicks from mobile devices can help companies within these industries drive success.

To this end, a website optimized for full access on mobile devices may help companies stand out to smartphone searchers. Brafton recently highlighted a test spotted by an SEO expert that found Google is currently integrating icons on mobile SERPs that show users which pages are best suited for smartphone access.

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.