Bing mobile and local director of product management Andy Chu said in a recent interview with Search Engine Land that developing an SEO keyword strategy aimed mobile and local users can help small businesses reach search audiences.
According to Chu, Bing’s mobile search team is aggressively tailoring search results to match the behavior of smartphone and tablet users. Among the most important elements of mobile search is the location of the searcher. Bing and most other mobile search platforms use the GPS information collected by the device to provide search results most likely to satisfy the user.
For small businesses using content marketing, local search and keywords that include geographical information can help businesses improve mobile search ranking – and drive nearby foot traffic. Optimizing a site for mobile search is really no different than doing so for desktop search if businesses already have a strong content marketing strategy in place, but mobile sites can make this content more on-the-go audience-friendly.
“[W]e encourage companies to create a mobile-specific site to optimize the small form factor mobile device experience for consumers,” Chu told Search Engine Land.
Small businesses can also improve their standing in Bing and the broader mobile search space with aggressive social media marketing campaigns. Bing uses data from logged-in Facebook users’ profiles to create its social search rankings. When a logged-in searcher’s friend Likes a page, it will be appear higher in Bing results, so targeting users with social media campaigns can help improve ranking.