Data from as far back as Oct 2012, indicates that 50% of mobile search is local. More recent research suggests that mobile search and local search on mobile have continued to grow since then. If you are a local business that does not have an optimised website for mobile search, you are increasingly going to be missing out on potential customers.
Here are some great examples of Local mobile SEO, using “Sydney plumbers” as the search phrase.
Best in Class. The #1 organic search result for “Sydney plumbers” on mobile. Sydney plumbers now has a dedicated mobile website, making it very easy to read, scan, click and call with one hand, what customers are looking for.
Sydney plumbers now desktop site is still relatively easy to navigate and find the information you are looking for.
Ranks highly on organic local search results on mobile. The website is responsive in design. The layout is simple, key information is highlighted and it is still easy to read whether viewed on a mobile or on a desktop below.
Also ranks highly on organic local search results on mobile. Like ben nolan, Plumberincbd is responsive in design, key information is highlighted and it is still easy to read whether on a desktop or mobile site.
Purple plumbing does not rank well on organic local search results on mobile. The site is not optimised for mobile. It is difficult to scan, read and quickly find the information you are looking for. The pop up window does help, but it is hard to quickly find information about geographic coverage for example. Someone living in Cronulla in Sydney will not waste time calling a plumber who services the northern suburbs of Sydney.
If budget allows, I would certainly recommend exploring a mobile specific website. This is especially so if an existing website for desktop has been developed in years previously and was not developed with mobile in mind. However, ben nolan plumbing and plumberincbd have shown that with a simplified layout, a responsive design website can be just as effective.
by Konrad Markham
Tips for Improving Digital Marketing