Industry analysts have indicated that 2011 will be the “Year of Mobile Marketing,” meaning that SEO and SEM will be dominated by optimizing content for mobile devices. The movement towards mobile commerce has been growing steadily over the past year, with the increase in mobile applications for the smartphone and tablet PC market. Consumers have been searching, viewing, and buying, but there was not enough market data to convince businesses to move into the mobile device arena. No one knew exactly big the market was or how to track searches. A few companies optimized their website for mobile devices, yet these sites were not accessible through Google’s/Bing’s mobile search, which discouraged others from entering the market.
To ease the woes of marketers, Google developed a new metrics tool, Mobile Keyword Tool, to help track mobile query volume data across three key segments: paid, local, and organic. This coincides with their report that mobile search has grown 130% year after year. The tool will allow marketers to track mobile device searches based on keyword/phrase searches and filter where their sources (mobile/desktop/laptop). Businesses will also be able to filter through the types of device browsers (WAP or full internet browser), as well as “global” and “local” monthly searches. With this new data, marketers will now be able to cross reference mobile device query data with actual organic search traffic data.
Google’s new tool will allow businesses to examine the mobile market and decide whether it is the right time to enter. Companies will be able to see if there is an opportunity to increase click-throughs and conversions through the mobile device consumer market. It will help companies efficiently allocate mobile resources against other channels and decide whether or not optimizing pages for mobile devices would benefit branding, conversions, ranking, and relevancy.
The keyword tool will further help integrate internet marketing in areas of paid, local, organic social, and more. The new metric tool is a step forward in transitioning marketers into the world of mobile marketing. Many have only begun to understand the implications of social media and this will turn things upside down once again.
Written By: Daniel T
