7/27/2010
Will Mobile Search be the Big SEO Story of 2011?
The Future of Search
Mobile search is clearly the wave of the future. As smartphone use increases, new possibilities are poised to become reality in the realm of mobile search. Statistics show that mobile phone users are already active in the online search environment, and the clear advantage of smartphones over other types of mobile phones for this purpose is evident. The iPhone, in particular, with its larger screen, touch-screen feature, and “pinching,” or zooming, capability, makes Web browsing and Internet search far more convenient and far less frustrating than conventional mobile phones and even other, less-expensive, smartphone brands.
iPhone: Problems vs. Popularity
Despite recent iPhone 4 problems, the popularity of this iPhone model hasn’t diminished, and overall iPhone use continues to claim a larger and larger market share.
Bloomberg Businessweek has this to say on the topic:
“Apple Inc. sold 1.7 million iPhone 4s in its first three days, a record for the newest iteration of its top-selling product featuring video calling and an updated body.The iPhone 4 made its debut in the U.S., U.K., Japan, France and Germany on June 24. Many stores, including retailer Best Buy Co., sold out. The previous 3GS model sold 1 million during its first weekend.”
Businessweek also tells us that “Apple said the iPhone will be available in 88 countries by the end of September” – a factor which will create a real potential for explosive growth.
Smartphone Growth Means Increased Marketing Potential
As both iPhone and overall smartphone use continue their rapid expansion, the potential for businesses to tap this incredibly loyal market segment grows with them. Cindy Krum at Search Engine Land has this to say about smartphone use:
“Though there are fewer smartphone users in general, those users are the most active searchers, with Google reporting 50 times the search requests from iPhones than from any other device.”
Increased Low-end Smartphone Use Will Play a Key Role
The future of mobile search clearly revolves around the continued growth in iPhone and other high-end mobile handset adoption. However, an equally apparent reality is that many people will graduate to smartphone use due to the wider availability of lower-priced models. For example, many of Nokia’s C and X models will provide increased potential for even more widespread smartphone use, as many mobile users who aren’t yet ready to pay for the cream of the crop (currently the iPhone) nevertheless opt for smartphone use. (For the latest global marketshare statistics, visit NetMarketshare.) As 2011 fast approaches, these two combined growth areas will inevitably play a key role in evolving SEO strategies.
A Few Pertinent Mobile Ad Revenue Projections
The following are two mobile ad revenue projections for the next several years:
BIA Kelsey Mobile Local Media Advisory:
“Summary: According to The Kelsey Group’s latest forecast, U.S. mobile ad revenues will grow from $160 million in 2008 to $3.11 billion in 2013.”
Smartphone & Mobile Trends: Mobile Search Will Be King:
“Coda Research Consultancy in a new report forecasts mobile broadband search and display ad revenues in the US to grow to $4.2 billion in 2015, up from $1 billion in 2010.”The firm predicts that 70% of those revenues – or nearly $3 billion – will come from search advertising, and sees a bright future for local search in particular.”
A Few Experts Weigh in on Mobile Search and SEO
Lee Odden:
In 3 Essential Small Business Search Marketing Trends, Odden states the following, under the Mobile Device and Local Search category of his post:
“…Companies must recognize consumer trends towards mobile search with the proliferation of smart phones. The web experience has definitively extended beyond the personal computer to mobile devices such as iPhones, Blackberries and iPads. Marketers must understand their customers’ use of mobile search and what the marketing opportunities are.”
You’ll definitely want to check out the Neisenwire link in Odden’s quote, which predicts that smartphones will overtake feature phones in 2011.
Cindy Krum:
For comprehensive guidance on how to maximize mobile SEO in the coming year and beyond, visit the following two posts, penned by Krum, at Search Engine Land:
A New Wireless Era
As the above-mentioned Neilsenwire report so aptly states, “We are just at the beginning of a new wireless era where smartphones will become the standard device consumers will use to connect to friends, the internet and the world at large.” As 2011 approaches, we would do well to allow that observation to spark a few creative new SEO strategies that can prepare our businesses for that reality.
Image Credit: Yahoo! Mobile
