Mobile optimisation and localisation go hand-in-hand when gauging the success of a local business online.
Did you know? 60% of consumers use mobile devices to find information on local products and services, and 40% of those are on-the-go when searching (ref: Local Search Insider). This is often referred to as being hyperlocal. i.e. People searching for something in their current location or vicinity whilst on the go, and using mobile style devices to achieve this search (whilst they are walking down the street or travelling on a bus or train).
When you add customer reviews into the mix (88% of people trust online customer reviews) you are talking about the full SoLoMo experience. The Social aspect of reviews and engagement via social media (people sharing places and shops they recommend/or have reviewed); the Local aspect of looking for a shop or place in your current location; and using a Mobile device to conduct the search.
Why is Mobile Friendly Status Important?
Google has announced that, as of April 21st 2015, mobile optimisation will be a ranking signal in the Google algorithm. The mobile-friendly status Google applies to a website is therefore set to become a whole lot more critical to your Local SEO campaign. What this means is that local businesses will need to optimise their mobile specific websites, in addition to their normal desktop websites, in order to remain successful in the local market.
Given the statistics above regarding the power of reviews, and the adoption of mobile as the key device for local searches, it is already imperative that local businesses optimise their websites for mobile. However, Google’s new change has now ensured this is critical to local success.
NAPtastic offers Mobile Optimisation Strategies for businesses to increase user experience which helps non-branded searches.