Local SEO Mobile Search in 2015

Written by: Jason Bayless | February 07, 2015

Each company has a unique target audience that they are attempting to market to and to reach with their message in the most cost-effective manner. For example, many e-commerce sites want to reach the largest number of consumers throughout the nation or even internationally through widespread online marketing. Others, such as local companies that offer goods and services to areas within a much smaller geographic location, are interested in targeting their marketing efforts so that they are used most cost-effectively to reach this much smaller segment of the population. Many are taking a closer look at local SEO mobile marketing efforts as well as the new changes that are in place for marketing online for 2015.

What Is Local SEO Mobile Marketing?

Smart phones and mobile devices have transformed the way that consumers search for information about companies. Many, for example, may be sitting in a mall looking for a retailer that offers a specific brand of shoes nearby, and they may use their smart phone’s browser to research the options. Local SEO mobile marketing is a method of marketing that many local companies are using to reach out to consumers who are making mobile searches on smart phones and other devices. The results of such a search are generally geo-centric around the user, and these results are different than those who search for a business, product or service located in a broader geographic area, such as across an entire town. In most cases, the localized mobile searches will produce results of businesses that are within a few miles radius around the user rather than across the entire town. Businesses are adjusting their marketing efforts to cater to the modern ways that consumers are searching for their products and services.

The New Google Pigeon Update

In late 2014, the search engine Google announced an update to its search algorithms that was designed to benefit the mobile user. While there were several changes made, the result of the update, known as the Pigeon update, was that mobile users benefited from more localized results. The new algorithms now use different criteria to rank websites that most closely match the geographic location of the user and their search criteria. For example, a zip code, neighborhood-specific criteria, focused keywords found in your text and meta tags and other factors all play a more important role in rankings. More than that, the new Pigeon update also is designed to weed out websites that seem to artificially boost their rankings without adding real content or value to the user. In this way, Google has become more organic with more relevant results.

How to Refine Your Marketing Efforts Accordingly

As a local business owner, the fact is that the new search methods used by your target audience and the Pigeon update by Google can benefit you, but you may need to make a few adjustments to your marketing efforts going forward. For example, you may enjoy better results from local SEO mobile searches if you take advantage of the new Google My Business service. This can be optimized with keywords and linked to your website. It can also drastically improve the ability of local users to find your company when they are completing a mobile search. Better optimizing your website so that it offers relevant information with localized keywords and phrases can also be beneficial.

The fact is that how consumers use technology changes over time, and search engine regularly change their algorithms in order to account for these changes and to make the user experience more beneficial and effective. As a local business owner, you can enjoy fabulous benefits by harnessing the power of the Internet and taking advantage of today’s innovative technology. With this in mind, you may discover that you need to make a few changes to your local SEO mobile marketing efforts in order to stretch your marketing budget and realize the best overall results possible.