The New York Times has published a very interesting glimpse into the mobile world according to Google. And with a little reading between the lines, we can see some mobile strategies that might pay off immediately and in the long-term.
Of course, this is Google and that means search. According to the story, mobile search is growing as quickly as the early days of Google desktop search -- and that's saying something. Google also owns an astounding 97 percent market share of mobile searches, according to StatCounter.
Marketers and advertisers will be very interested to know that mobile searchers are very savvy keyword users. Google has found that, when using Google voice search, users tap into their keyword knowledge rather than speaking like they would to another human. From the story:
At first, Google engineers thought people would talk to its voice search service as if they were talking to a person — “you know, it’s my anniversary, and I’d love to take my wife somewhere really romantic to eat, do you have any ideas?” — so it taught the service to filter out unnecessary words. But it turned out that Google had already trained people into thinking in keywords, so they knew to search “romantic restaurants” even when speaking instead of typing.
Proper keyword research, then, is paramount to effectively reaching mobile searchers. And that includes location, as Google mobile search is local in nature, by default. Google also found that mobile searches are time-sensitive, spiking during lunch hours and evenings when users are away from desktop computers. Put that one in your "dayparting" file.
Still, you might be thinking that it is still far too early to be concentrating on mobile search. Perhaps this might change your mind:
"Mobile search is definitely going to surpass desktop search," said Scott B. Huffman, who works on mobile search. "The lines will pass, and I think they’ll pass before anyone thought they would."