November 30, 2012 - Comments Off on User behviour and search: why mobile technology is a game changer

User behviour and search: why mobile technology is a game changer

recent study published on 13 September 2012 by the Direct Marketing Association (DMA) has predicted mobile web traffic will reach 20 per cent by Christmas.

What’s more, an earlier study published by mobile analytics specialist mobiThinking  in June 2012 shows that 22 per cent of UK mobile web users only ever use a mobile device to browse the internet.

So, what does this mean for search? Websites have adapted the design of their website for those devices and optimised their marketing strategy to reach out to those users.

Only last week, Google issued guidelines about the optimisation of websites for tablet devices, and there have been guidelines for mobile PPC and display advertising in place for a few years now. However, this is just the tip of the iceberg – the arrival of 4G fast mobile broadband may play a crucial role in the way users search the internet; the speed of this new network infrastructure will enable the user to search for information where ever they are.

It’s not just about technology!

It is not only technology that influences user behaviour – it’s also the stage of the buying cycle in which the user finds themselves. Some keywords are much more likely to generate conversions than others. Therefore, there is a distinction between informational keywords (which are used when the user is looking for specific information) and transactional keywords(which are used when the user is looking to buy).

This means the user’s behaviour will also impact the overall digital marketing strategy. Depending on the search query they choose and the action a given traffic source triggers, a search marketer will decide whether to focus on modifying  a bid, changing link-building strategy or even targeting different keywords.

For example, someone using the search query  ‘summer holidays’ is less likely to convert than someone using the search query ‘hotels in Barcelona’. Therefore, online marketers will offer different content to the user depending on the search query they are using as it reflects the type of information they are looking for.

User behaviour influences budget distribution among the different search marketing channels from SEO and PPC to social media marketing.

User behaviour has changed mentalities

In the old days, all you needed to do in order to rank in organic listings was to generate an XML sitemap and acquire a few links from web directories.

Marketers now place the user/potential customer in the forefront of their mind providing them with content that is useful and unique.

The way humans interact with SERPs and what they are looking for is what prompted Google to release its Panda update. This focused on the uniqueness and usefulness of the content that is published on websites.

Technology is no longer the most important factor when devising a search marketing strategy. Audience is now the signally most important metric in Search – meaning that Web marketers should no longer neglect the user. However, technology still does play an important role as it influences the way people search the internet.

To sum up

If you have questions about how changes in user behaviour have affected search, you might want to consider coming to Bloom’s SEO surgery. Happening on the 6th December at our Leeds offices, we’re keen to spark discussions and debates about the changing nature of Search with local businesses. Interested in finding out more? You can register your interest here.