Search engine optimisation for mobiles makes headway

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Businesses developing search engine marketing campaigns need to be aware that mobile internet access is increasing in popularity – dramatically.

Not only that, but the rise of smartphone-based internet access is actually impacting on the number of desktop searches that are being carried out by internet users.

The shift to mobile internet access means that a whole new raft of considerations need to be taken into account when a company begins developing search engine optimisation strategies.

Tamar’s The Mobile 2010 White Paper shows that while mobile search engine traffic has increased by 247 per cent in the past year, the number of desktop and laptop-based searchers has fallen by 15 per cent.

What’s more there is a growing trend for mobile-only internet access – i.e. many consumers only access the internet via their mobile phones. The number of mobile-only internet users has more than doubled in the past year.

While mobile internet access only accounts for three per cent of total internet traffic at the moment, the figures show that in the near future search engine optimisation strategies could be more successful if they are targeted at smartphone users.

The UK is at the top of the pile when it comes to the adoption of next generation mobile technology. The country has witnesses 70 per cent growth in smartphone uptake in the past year.

Tanya Goodin, chief executive officer of Tamar, said: “Brands will need to revisit their search strategies to plan and implement agile and responsive engagement with their consumers that addresses not only the continual evolution of the search engines but also the migration of users to mobile search.”

In other words, following the latest search engine optimisation keyword trends will not be enough as mobile technology is leveraged in ever more interesting ways.

And the link between smartphones and search engine optimisation couldn’t be more clear. Google’s Android operating system has become the mobile platform of choice in the US – outperforming both BlackBerry OS and Apple’s iOS. And, since Android is underpinned by Google’s search engine supremacy, it makes sense that mobile internet is becoming the focus of the smartphone sector.

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