A new study of Google’s research series Think with Google has shed light on the revolution that voice search will bring upon mobile search. As a general conclusion, the research found that consumers have 2X more interactions with brands on mobile than anywhere else” which places another big pressure on brands that are not mobile optimized.
“consumers have 2X more interactions with brands on mobile than anywhere else”
Google themselves already mention that the necessity of having an optimal mobile presence by itself is not a new find.
What they do stress is that their research has found support for the notion that ” that in the mobile marketing arena, a “neutral” experience can be a negative one.”
According to Jason Sphero, spend more time on their mobile devices and thus expect nothing but a great experience. “In fact, people today have 2X more interactions with brands on mobile than anywhere else—that includes TV, in-store, you name it.1”
Marketers should learn from what Sphero mentions later in the article, stating that every time a consumer has a great experience with a brand, the bar is raised. Brands that meet these new standards await success, whilst brands that fall below this expectancy line will see their success diminish.
The urge of an optimised mobile presence is even more emphasized by the fact that customers are using voice commands and AI. How will this find influence local businesses? Google teamed up with research firm Purchased on a study of more than 2,000 smartphone owners who kept a daily diary for a week. In total, they analyzed over 17,000 brand experiences – analyzing how people value mobile experiences with brands and how that in translates in brand equity.
Compromising your mobile presence is dangerous
Put simply: delays are deadly. Having slow loading times on mobile pages decreases your customer happiness score. A staggering 60% said they would likely revisit a website when the user experience was meeting their expectancy. On the flipside, 53% of websites were abandoned when loading times surpassed 3 seconds. Always be sure to check websites like www.pingdom.com or PageSpeed Insights by Google to look for ways to improve your speed.
People stop at your ‘local’ door
You might have noticed that your baseline SEO traffic is slowly declining nowadays. This is due to the fact that people, at least at mobile, not always visit websites anymore. Google confirms that, in many cases, consumers will just search for your store and use all the information available within the search engine, like the Google My Business sidebar.
For example, someone in need for a coffee bar will more likely use Google or Google Maps to ask “coffee bar near me” than going to Google Search and visit any web page that pops up on their search results page.
Also, since about 20% of searches are voice commands, people tend to receive questions much quicker through voice search from Siri or any voice assistant then by going to an actual website.
This means that, for brands looking to profit from mobile discovery searches, they should make sure their data layer on the map is fully optimised for these new types of searches. If you think about voice search like SEO, then think about how the voice assistant picks you as the best. This is based on an assessment of the ‘knowledge’ you provided through Google Maps or examples like NAP and micro-data richness.
Navads challenges its readers to think about the new mobile experience uprising this way: will, due to new trends, my business be the first to show up in search results based on the information I provided