According to a TechCrunch report released February 1st Google’s mobile search ad requests doubled in 2011. Search ad innovations including direct links to download mobile apps, in-store incentives through Ads with Offers and multiple address location extensions played a large role in Google’s mobile ad growth. Additionally, Google’s decision to rank mobile web optimized sites higher in search results (specifically mobile sites with links that direct to other mobile pages) has spurred a 50 percent increase in mobile-optimized sites by advertisers since Q3 of 2011.
Moving into 2012, having localized landing pages on your mobile site is going to be increasingly important in achieving top rankings for localized searches. It’s no different from a regular website: if you want to rank for a keyword, you’ve got to have a page to support it. Since so many localized searches are moving to mobile devices, it just makes sense that the same would be true for mobile websites.
The local pages should include the specific local term (Denver, main street, downtown, etc.) and ideally a primary non-branded keyword that describes the products or services, such as “used cars” or “pizza”. The keywords should be placed in all the usual spots: URL, METAs, headers, content. There should also be an easy way to navigate to these pages from the homepage. Again, it’s really no different from a regular website, it’s just that the pages should be simplified and only contain the most important pieces of information for the user. This is one time the 250 minimum word count for SEO need not apply.
Of course the performance of mobile sites, load time and usability, play a big role in whether or not those sites will rank as well, so these are also important things to keep in mind when building your mobile site. From 2010 to 2015, BIA Kelsey projects that total U.S. mobile ad spending will increase from $790 million to $4 billion. Taking the time now to do it right and create well thought out mobile resources will ensure that your business is positioned for mobile success in the future.