A report from Jumptap found that businesses looking for greater search visibility should focus on their mobile website content.

A report from Jumptap found that businesses looking to boost their SEO should focus on their mobile websites, as searches from smartphones and tablets continue to grow. Moreover, users conducting searches from their handsets would rather access a mobile website than download a company’s application, Jumptap found.

Based on data from its mobile ad service, Jumptap said that mobile web traffic and mobile ad access are essentially even. However, 63 percent of users looking for information on businesses or industry topics turn to search, rather than companies’ branded apps. Moreover, 73 percent of mobile users who shop with their devices begin this process on the web.

According to the report, 61 percent said they use apps for their regular news consumption with just 39 percent turning to the web.

Whether brands develop apps for their content or simply optimize it for search, news content marketing campaigns can help businesses boost their visibility among those using mobile search.

Tablet users are especially strong targets for these campaigns. Brafton recently reported that using the device often results in greater consumption of news content.

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.