With mobile accounting for a substantial portion of traffic for both paid and organic search, it's critical that content marketing campaigns adjust accordingly.

A report from DataPop relayed by Search Engine Land found that mobile paid search traffic accounts for between 15 and 25 percent of clicks for most industries. As paid clicks continued to rise from smartphones and tablets, it’s clear that search’s growth will likely continue due to mobile increase use.

According to CEO Jason Lehmbeck, increased mobile search activity has helped some online-only retailers compete more effectively by being more proactive in mobile search. However, many companies relying on both the web and in-store sales have fallen behind by neglecting search marketing altogether.

In certain industries, especially those relying on local business, paid mobile search traffic accounts for nearly 50 percent of all paid clicks they receive. While the mobile share of paid clicks is not this high for most businesses, developing an integrated search engine marketing strategy will help companies drive traffic and visibility. Brafton recently reported that some companies believe mobile search to account for 30 percent of increasingly large search traffic.

A successful search strategy will focus on several different elements, including local search and SEO. Brafton covered some of the top mobile search tips discussed at ad:tech San Francisco and while driving paid search and organic rankings is different, there are common strategies to successful effort in each.

Among the most effective tools for any company targeting users on a variety of internet-enabled devices is content marketing, which will help appeal to search crawlers and offer a strong user experience to website visitors.

Brafton recently highlighted the efforts of Landmark Bank, which leveraged branded content to provide informative material for existing customers and prospects and used these pages to support paid search efforts. After launching the campaign, the bank saw organic search traffic increase by 30 percent and PPC clicks jump by an astounding 360 percent.

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.