SEMPO Says Time To Get Serious About Mobile Search

SEMPO yesterday released a “POV” white paper that seeks to orient search marketers to the growing mobile market, mobile SEO and mobile paid search in particular. It cites the dramatic growth of mobile web usage and anticipated future growth in arguing that search marketers now need to take mobile seriously. Developed by SEMPO’s Emerging Technologies Committee, the report asks (and seeks to answer) several key questions:

• What mobile channels are available to search marketers and which show the most promise?
• What are the prospects for search, particularly local search, on mobile devices, and how is the landscape changing?
• What steps can marketers take to effectively target and reach consumers using mobile?

The report generally advises:

• Create usable content designed around the specific wants, needs, and usage patterns of mobile consumers.
• Redirect users to that content via SEO and paid search efforts calibrated to the smaller screen real estate available on mobile devices.
• Location, location, location: remember that mobile is about location, specifically where the mobile user is at any given moment.  Take into account  the specific behaviors and needs that accompany on-the-go Internet access when crafting advertising messages.
• Brands that value their site stickiness and hard-earned search equity should create versions of their desktop Web content synthesized specifically for the wants and needs of the mobile user.
• Marketers need to segment the market by demographics and mobile device traffic.  Mobile is not a one-size-fits-all proposition.

Overall it’s a very helpful primer on mobile marketing and search marketing to mobile device users, for those just starting to think about it. The report provides concrete best practices advice, identifies challenges and differences between mobile and PC SEO and paid search. It also segments the audience by device and demographics.

Earlier this year, SEMPO released its annual findings on the State of Search Marketing, based on data collected in December, 2008. It found that just under half of survey respondents were interested in mobile search marketing. There was also a mixed picture in terms of location targeting on mobile devices. I suspect these numbers would be much higher just nine months later.

At SMX East there will be several panels directly or indirectly addressing mobile, with one directly about mobile search marketing.