Rethinking Keywords and Mobile

Google mobile search and Google search are two different animals and understanding more about both has become a necessary evil. Currently, the results returned when doing a search on a mobile device can vary greatly from those done on a desktop (SEORoundtable)

The biggest difference being that Google figures if you’re on a mobile it’s likely your intent is more local focused – plus it’s easier to know exactly where the search is being conducted.

The other issue is that people turning to the mobile browser tend to search on that device a little differently, think more abbreviated, than they do on the desktop and that’s something we all need to understand a little better.

The Google Keyword Tool is a tool that every marketer must have in the toolbox as a quick way to understand some data on the kinds of things people are actually searching for – or at least the actual words and phrases they use most when looking for what you offer.

You access mobile data through the "Advanced options" link

The tool recently received a nice little update with the addition of mobile search data. Using this tool is the first step to understanding the keyword differences inherent in mobile search. The reason I think this is such an important topic is that at some point mobile search will be the dominant form of search – it’s already there for some industries. (BIA Kelsey Report)

It’s time to start thinking about blending some of your keyword strategies to make them more mobile centric – and of course getting serious about local optimization. (5 Ways to Make Your Website Scream Local)

Some observation’s from playing with the tool

• If you sell something that is mobile related or found primarily via a phone you’ll get far better keyword ideas
• You can now have a much fuller picture of the search volume for phrases – mobile is doubling and tripling volume estimates
• This is a pretty significant piece in the local search optimization game

Here’s Google’s official help page for using the Keyword Tool.

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