Local Search Highlights in the 2015 Internet Trends Report

Jon Schepke (with Search Engine Watch) pulled some great insight from Mary Meeker’s 2015 Internet Trends Report – and, in reading between the lines – could see that all lines point to… Mobile & Local Search.  So if you’re still on the fence about mobile and local search marketing & optimization strategies, you might as well hand in your Marketing Badge right now.  Here were his key take aways;

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Optimizing for Mobile is TABLE STAKES

  • Mobile searches have overtaken desktop search (sooner than projected)
  • Mobile use has also overtaken desktop use, on a daily basis (see the chart above).
  • 73% of the planet has a mobile phone
  • “if your local search strategy fails to address the mobile consumer, you might as well not have a local search strategy”
  • See Google’s recent release of Micro Moments noting that ‘near me’ searches have increased 34 times in 2011 (in Q4 2014, 80% of those searches were conducted via mobile devices).
  • See Forrester’s push of Mobile Moments, by definition, “a point in time and space when someone pulls out a mobile device to get what he or she wants immediately, in context.
  • See Facebook’s Retailer Beacons for businesses to offer deals & content for consumers in store via Place Tips.
  • In most cases, mobile (and mobile search) is the MOST direct connection between your company & consumer demand.

Get Ready for MOBILE WALLETS

  • “Brands that convert ‘near me’ searches into revenue through appealing mobile wallet offers are solving for the “last mile” of local search.” (truly creating a full circle consumer behavior).
  • Whole Foods has seen mobile payments surge by 400% since adopting Apple Pay.
  • Pep Boys has seen a seven-figure sales result from mobile wallet.