According to Greg Sterling’s article “Google’s Eric Schmidt: ‘2011 All About Mobile,’” Google CEO Eric Schmidt has said that Google will be putting a heavy focus on local mobile search in 2011.
Why focus on mobile?
Google reports that mobile search volume is up 130% year-over-year. People have access to the Internet anytime, anywhere. They’re using their phones to get the information they need when they need it.
How can this help with local search?
An increasing amount of mobile search is local. In fact, in another article “Microsoft: 53 Percent of Mobile Searches Have Local Intent,” Sterling states that one in three Google mobile queries and 53% of Bing mobile queries are local. People are using their phones to find products and services in their area.
How does this apply to law firms?
People are searching for everything from their phones. The woman who wants to plan her will might be researching estate planning attorneys on the train to work. A man whose wife was hurt in an accident might be searching for a personal injury lawyer from the hospital.
How can I get mobile keyword data?
Until recently, businesses were hesitant to jump into local mobile search campaigns. There wasn’t a way to collect data such as average CPC and competition level on mobile search, making it a bigger risk.
This all changed when Google announced a new Mobile Keyword Tool designed to help marketers develop keyword lists that better target mobile searchers. The Mobile Keyword Tool can be accessed via your Google Adwords account, in the “Advanced Options” tab.
In his article, “Why Google’s New Keyword Data May Actually Make 2011 ‘Year of Mobile Marketing,’” Brian Klais explains the new tool allows marketers to get keyword information for mobile search, which can be filtered just like the desktop search data. Klais offers a quick tutorial for the new tool in his article.
The search landscape is changing and mobile user demand will continue to grow. This is a good time to start working on a local search plan for mobile. Thanks to Google’s new tool, you now have the ability to collect the data you need to move forward with your firm’s campaign.
Keep checking in at CaseDetails.com for more information on local search for mobile, and check out our Local Search in 7 Days series.
Arizona bankruptcy lawyers of Clint W. Smith, P.C. have contributed resources for the development of this content.