Search queries from both mobile devices and desktop computers are expected to rise substantially in the coming years, according to a report from BIA/Kelsey. This year, consumers will conduct more than 90 billion queries with one-third coming from portable devices, according to the study. For small businesses looking to improve the effectiveness of their paid and organic search marketing platforms, developing an integrated web strategy can help generate traffic.
While the company said that mobile search will likely surpass desktop queries by 2015, best practices for targeting at home and on-the-go users have become increasingly similar. For example, developing website content that is part over an overall SEO strategy will likely improve search standing. Minor adjustments can be made to keyword strategies to make them more mobile-friendly, but creating original website content is advisable for both mobile and desktop search visibility.
According to its report, BIA/Kelsey expects desktop search to plateau at around 85 billion queries by 2015. However, annual mobile searches will surpass the 100 billion mark by 2016 and drive continued growth of overall search activity. SMBs currently developing their web marketing strategies should focus on using search-friendly content to engage prospects and populating other channels with links to this content.
As social and email data become increasingly influential in terms of paid and organic search rankings, SMBs can improve their standing in search by maintaining active presences on these channels.
ContentLEAD recently cited a separate study from BIA/Kelsey that found SMBs are struggling to integrate their presences across channels. Despite increased use of social media marketing and the web as a whole, many have not made it easy enough for prospects to navigate between each channel.