Now that paid search for mobile has become such a force in the business world, some accounting firms may be tempted to cut back on their organic search efforts for mobile devices. That’s not a great idea.
It’s true that the push for monetization of mobile search makes paid listings the first thing most users see in their results page. To find organic search results, you have to scroll down below the multiple paid listings. That doesn’t mean ignoring organic search is a smart plan, however. Bryson Meunier offers an excellent list of reasons to keep a strong focus on organic search for mobile devices in an article published on the Marketing Land website, and his points are exactly right. Before you toss aside mobile SEO, consider these facts:
- Organic results are more powerful than paid. Even though paid results appear first, users typically scroll on past and click on the organic listings. According to a white paper by Mediative, organic search results get more clicks than do paid listings. Their research indicates that in a matchup between the top paid vs. top organic entries, it’s the organic one that comes out ahead, garnering over double the number of clicks earned by the paid listing. Paid listings are abundant these days but organic search results are still the ones most users opt to click on.
- Top results matter even more on mobile. Based on the same study, it seems that appearing in the first four organic search listings offers your firm an important edge. Users typically click on these entries far more often than on results ranked lower. This is also true on desktop computers, but to a lesser degree. Mediative says that the first four organic listings get a whopping 92% of clicks, compared to the 84% these results get on desktops. With such a strong preference among users for the top listings, it’s more critical than ever that your firm appear in the first few.
- Organic search drives more non-branded search traffic. Branded search queries may dominate, but non-branded searches deliver more clients. And non-brand queries went to organic results 56% of the time in Mediative’s study, whereas the figure was 8% for the same searches driving traffic to paid results.
- Mobile SEO is an effective strategy, and it isn’t just about search results. Your mobile SEO efforts aren’t limited to search results. Don’t forget the payoff in local business listings, featured snippets and all the other ways the work you do here drives traffic to your website. It delivers broad results that make it too important to abandon just because paid results are currently surging.
Mobile SEO isn’t the only thing you should be doing, and paid search is certainly worth considering when it comes to reaching audiences on mobile devices. But don’t be swept up in the paid search craze to the extent that you forego the important benefits of maintaining a focus on mobile SEO.