Local Splash Founder and CTO, David Rodecker, and other members of the Local Splash team have been researching the difference between desktop and mobile SERPs.
An early piece of this research shows that there is a difference between a search performed on a mobile device and a desktop computer even in the exact same location, signed into the exact same Google account and searching the exact same query. Here is the desktop version:
This is a fairly standard SERP with 3 organic results displaying before location results and surprisingly no AdWords paid search results at the top. Now look at the difference between this page and the mobile page:
There are several interesting differences between the results:
1. There are less organic search results before the location results on the mobile search. This is probably the least surprising difference. Google has been saying, for several months now, that 50% of searches have local intent so it comes as no surprise that mobile SERP’s cater to this switch in the way people search.
2. There is a significant difference in locations showing up between the two results. Both letter “A” results in mobile and desktop are Taco Bell, however they are different locations (the addresses are different). Not only that, but other than the first two, the entire pack of location result is different, which means that 6 out of 7 physical addresses are different between desktop and mobile search.
3. There is significant local mobile advertising, as shown in the lack of AdWords ads on the desktop search compared to the two ads displayed in the mobile SERP. I think this may be the most fascinating thing in the search comparison. Even though the deceleration of desktop search and increase in mobile search and mobile ad revenues is one of Google’s worst kept secrets there is nothing like actually viewing it in the wild.
These factors seem to point to a localization of the results for mobile devices that takes us one step beyond desktop results.
Whether it’s mobile or desktop results, one thing is clear: local results are dominating the results page, which means it’s more important now than ever for businesses to focus on their local SEO strategies.
What local search queries are you noticing dramatic differences in for mobile and desktop?
Consumers are doing more shopping and product research on mobile devices and according to a recent Google study, 75% of users prefer a mobile-friendly site, yet 96% of consumers have encountered sites that were clearly not designed for mobile. This means there is a lot of room for improvement for many business owners who have yet to go mobile. Here’s what else the study revealed.
A mobile-friendly website can help create loyal customers.
- 67% of mobile users say they’re more likely to buy from a site that’s mobile-friendly
- 74% of users say they’re more likely to return to a site that’s mobile-friendly
Without a mobile-friendly website, you could be sending customers to your competitors.
- 50% of users said that even if they like a business, they’ll use them less often if the website isn’t mobile-friendly
- 61% of users said if they didn’t find what they were looking for immediately on a mobile site, they would move to another website
When your website isn’t mobile-friendly, it frustrates most users and can hurt your company’s reputation.
- 52% of users said that a bad mobile experience made them less likely to engage with a company
- 48% of users said that if a website didn’t function well on a mobile device, it made them feel like the company didn’t care about their business
This Google study makes it clear that mobile-friendly websites are a must! Start taking steps to make sure your mobile website is user-friendly today.
These days, your local search and mobile marketing campaigns should go hand in hand. If you’re a local business looking to get your company seen in the local search results (Google Maps), then you can’t ignore that many consumers are using their phones to find information about local businesses.
- 40% of Google Maps usage is on mobile devices
- 33% of mobile searches are local and 61% of those users actually called the business
- Nearly 80% of smartphone users use their phones to help with shopping and 74% make a purchase
- 61% of smartphone users search for local info while on-the-go with their mobile devices
- Mobile Internet users will surpass desktop Internet users by 2014
What You Can Do:
- Claim your Google listing. If you haven’t already, find your business on Google. You will see “Is This Your Business?” on the right hand side of your Google+ Local page. Click “Manage this page” to claim your business.
- Edit the content of your page in Google Places for Business. Add 5 Google categories to your business, fill out your business description with relevant keywords and add as many photos as possible (Google allows up to 10). Optimizing your page makes it attractive to search engines and potential customers.
- Use Google Offers. These can be seen on the Android phones of consumers searching in your area. According to comScore, most people who use offers return to the business again in the future. Sixty percent of all local searchers use offers from their phones.