Mobile marketers and multi-location businesses have before them one of the most significant marketing opportunities in recent history. Google recently announced that mobile search volume has finally overtaken desktop search not only in the United States, but in ten countries including Canada and Japan. Given the overwhelmingly local intent behind mobile searches (56% of mobile searches have local intent, according to Google), local marketers skilled in mobile have a distinct competitive advantage in their industries. The rise of the mobile-only searcher and the growth of multi-screen, multi-device browsing have created unprecedented opportunity for local businesses to connect with motivated consumers in the moments that matter. Enhanced visibility in this mobile local space is the doorway to the least costly, most relevant traffic available today.
On April 21, Google rolled out a mobile-friendly update designed to boost the rankings of mobile-friendly pages on mobile search engine results pages (SERPs). This update affected search results for individual pages only (not entire websites), globally and in all languages on mobile devices. According to Google, the main goal of this update was to adjust the algorithm to accommodate mobile usage patterns, as more people use smartphones and other mobile devices to access the Internet. Google aims to offer searchers the most relevant, timely mobile results and in keeping with that, this update rewards mobile-friendly websites and relevant app content in search results.