The State of Mobile Marketing 2015 [Infographic]

Did you adjusted your online marketing strategy to accommodate the rapidly growing number of mobile users currently interacting online?

The rapid rise of smartphone and tablet adoption has affected almost every aspect of digital marketing. The impact ranges from the most recent 'Mobile-friendly' algorithm changes to Google's smartphone search results through to the lower conversion rates on smartphones, use of social media on mobile and ensuring that our emails are mobile-friendly.

JBH Marketing & Smart Insights put together this infographic that details the state of mobile marketing in 2015, and some of the statistics and data is staggering. For one, the percentage of time spent on a mobile app in 2015 is 86%, and 79% of smartphone users say they use apps almost every day. Keep that in mind next time you're trying to decide if your business needs a mobile app.

I hope this compilation of statistics about Mobile Marketing in 2015 to be useful - please share if it is and we'll continue to update it in 2015.

Related Post:

Search Marketing in 2015

The State of Search Marketing in 2015 [INFOGRAPHIC]

There are over 100 billion global internet searches being conducted each month. Where is all the search traffic coming from, and where is it going? How does desktop traffic measure up to mobile? What’s working better, PPC or SEO?

To get answer of all these questions, check out following infographic created by JBH and Smartinsights.

So, I hope you agree that the infographic presents a compelling case for investing more in Search Marketing in 2015 given how competitive it has become.

Google Local Listing 3-pack: What Does This Means for Local Businesses?

Based on relevance, distance, and prominence Google may show one or more maps results for our search query. Traditionally the local maps results composed of 7 business information which we often call 7-pack. On Thursday, August 6th, we began to notice that the traditional 7-packs that frequently showed up in the google local search results were suddenly replaced with 3-packs in the search results.

The new local 3-pack results appearing right below the AdWords and the top of the organic results as usual, which users can click to view full business details with address, phone, photos, hours, reviews, and directions, or click ‘more + search term’ for a full list of business within the local area.

Why These Update?

Google’s focus has been shifting heavily towards mobile friendly search results over the past year and I guess 3-packs update is just Google local results display format changes to fit across various device. Google's 3-packs brings desktop the same user experience as mobile users have been getting in a while.

Here is how the new local pack appears on mobile.

What has actually changed in Google local SERPs?

• Only 3 businesses instead 7.
• No business addresses and phone numbers, click to call option in mobile device.
• Google+ Links Removed.
• Business Category Added.
• Business Hours Added.
• “Google Reviews” Renamed to "reviews"
• No flyout business cards. 

You can read about all the changes from my this post.

What Does It Means for Local Businesses?

This is going to be tough for Local businesses. It mean if your business are not listed in top 3 listing, the chance is very low to get leads from google local search results. Ultimately, I think it will result in more Local businesses looking to increase visibility via Adwords. I also heard a rumor that google want to push adwords ads (I read in WebmasterWorld and Warrior Forum) by this update as they heavily promoting adwords vouchers at the same time update took place.

Why?
Do you think google just made this changes overnight without their extensive internal research? No, I don't think so, Google's data team must found something interesting like local top 3 listing might get all the CTR. That's why google knocked out 4 out of 7 from the local results, What do you think?

How to Get Listed in Google 3-Pack

Want to Be Part of the Google Local 3-Pack and Stay safe? Read This Local 3-Pack SEO Guide.
These Local SEO Guide are for businesses who want to list their business in google local 3-Pack or stick to top 3 listing. You'll find this guide strenuous but ensure your local business placement in Google’s 3-Pack.

Depending on your business, Google Page, how your website is set-up and optimized, you might not be able to implement all of these tactics, but implementing even 70% of them is enough for most local businesses to rank in the Google 3-Pack.

1. Create, verify and Optimize your Google+ Local page
2. Optimize Your Website for Your Business
3. Get Local Business Listings (Citations)
4. Get Reviews on your Google+ Local page and on 3rd party websites
5. Create and Share Local Content
6. Find Local Link Opportunities
7. Constantly Test & Optimize

Tactic #1: Create, verify and Optimize your Google+ Local Page

Google+ Local Page is your direct connection to your customers, whether they’re searching for your business through Google Search, Maps or Google+.

Google+ Local Page dominate in local search results and your competitors are already there, so we want you there too. A verified and optimized Local Page integrates your online business presence to one easy place. Follow this steps to create and optimize your Google+ Local Page:

• Create, verify or consolidate your Business listings from Google My Business.
• Select your  business category carefully, The Business Category you choose for your listing is now showing in 3-pack right below your business title.
• Use a real physical address and a local phone number, not an 800 number.
• Put as much business information as you can including images and video as required to achieve 100% completion rating.

Tactic #2: Optimize Your Website for Your Business

An optimized website helps search engines identify and rank businesses by their geographical location in relation to a search query. This is not overly difficult, but many local business owners tend to overlook it as it require a great effort. Website On Page signals has 21.0% impact in local search as per Moz research.

My On Page optimization checklist for local business will help your business rank in google 3-pack as well as increase your website organic ranking. The following optimization techniques will ensure that your website is properly optimized for Google Local 3-pack.

• Include your business NAP in prominent place.
• Give your pages geo-specific, descriptive meta tags (meta title and description) including your zip/postal code.
• Make sure you have contact information, including your NAP, in text on every page of your site.
• Embed google map and driving direction on your website.
• Add your location to your image alt text.
• Add Schema markup in your website where possible.

Tactic #3: Get Local Business Listings (Citations)

Local Business Listings are defined as mentions of your business’s name, address and phone number (aka NAP) on other webpages—even if there is no link point to your website. An example of a citation might be an online local business directory where your business is listed, but not linked to your website.

When it come to Local Map Ranking, Local Business Listings (Aka Citations) are a key component of the ranking algorithms in Google and Bing Local Search. According to Moz 2014 Local Search Ranking Factors, Citation is the 3rd biggest ranking signal and make up 15.5% of the overall ranking factors.

Citation volume and the number of other business listings referencing your business location(s) are important in google local 3-pack; however, consistency and accuracy will always take precedence over volume. Here's a list compiled by Hubspot of the 50 local business directories to submit your business

Tactic #4: Get Reviews on your Google+ Local page and on 3rd party websites

Reviews are one of the major ranking perspective in your local rankings in Google and elsewhere, and they’re one of the very important factors (It hold 9.8% weight in local search) in getting customers to choose you over your competitor.

This is truly important that your business have some positive reviews on Google+ Local page and on other popular third-party sites. When your consumer want to read reviews, they usually visit Google Maps, Yahoo Local, Yelp, CitySearch, Insider Pages, MerchantCircle, TripAdvisor, Better Business Bureau (BBB),  Foursquare, Manta, and Angie’s List.

Tactic #5: Create and Share Local Content

Create local content relevant to your business and the city you live in and share with the world via your website and social media. For example, you can write about an past local event where you participated or an upcoming event you're going to participating.

There’s endless opportunities when you use creative thinking about the events and businesses in your area of town. Just don't forget to include images, videos and link to the event site (If there's any website dedicated to that event). Want more Local Content Creation Idea, read Mike Ramsey Strategy.

Tactic #6: Find Local Link Opportunities

Moz found Link is the second important factor and has 18.3% impact in local search results. Links from local websites that point to your website impacts your sites ability to rank in 3-pack and make your website "authority" locally.

There are many ways to acquire local links like Sponsor a meetup group, Host a community event, donate to a local club or organization, from local newspaper site, etc. You can find an Interesting Local Link Building Guide from Casey Meraz Post on Moz.

Tactic #7: Constantly Test & Optimize

The previous six tactic that we have just discussed need to be constantly addressed. To dominate in Google Local 3-Pack you need to always be one step ahead of your competitors. There is always room for improvement, so don't be afraid to test and make changes. You would be surprised at how the smallest change can often result in the biggest change. What do you think?

Google Redesigns its Logo

Google is introduced a new logo yesterday and this is the fifth such modification since the search engine giant started in 1998. Just a month after unveiling a major restructuring of the company, Google is updated its logo.

But why change it up? A post at the Google Blog explains:

Once upon a time, Google was one destination that you reached from one device: a desktop PC. These days, people interact with Google products across many different platforms, apps and devices—sometimes all in a single day. You expect Google to help you whenever and wherever you need it, whether it’s on your mobile phone, TV, watch, the dashboard in your car, and yes, even a desktop! 

Today we’re introducing a new logo and identity family that reflects this reality and shows you when the Google magic is working for you, even on the tiniest screens. As you’ll see, we’ve taken the Google logo and branding, which were originally built for a single desktop browser page, and updated them for a world of seamless computing across an endless number of devices and different kinds of inputs (such as tap, type and talk).

The new Google logo is still a wordmark, but it's now using a sans-serif typeface, making it look a lot more modern, playful and similar to the one being used by Google's newly created holding company, Alphabet.

The colors are softer than they used to be. The logo bears a bit more resemblance to the logo of Google's new parent company, Alphabet, as well. Alphabet's wordmark has a similarly unadorned look, and this update makes the two companies' design language fall more inline.

The revamped logo, used to identify most of its apps, bids farewell to the little blue "g" icon and replaces it with a uppercase "G" colored in blue, red, yellow and green to match the full logo.

Google Local Makeover: Local '7 Packs' Gone!

Old Google Local Search Result

7-Packs Now 3-Packs

Whether you call it Google Map Listing, Google Places Listing, Google Local Listing, Google Plus Listings, Google My Business Listings, or the Google '7 Pack', the set of seven listings that frequently appear at the top of Google local search results has changed notably in recent weeks.

It was predicted that sooner or later Google will switched to 3-pack from 7-pack layout when google first rolled out 3-pack listing for restaurants, nightlife, entertainment and hotels, back in November 2014 in the US search.

Google has been testing a new local listings format and officially launched the new format a couple of weeks ago. In the language of a Local Search Engine Optimization Expert, the 7-pack is now a 3-pack. The local pack is not just showing fewer business listings, It is also eliminates the address and phone number from individual results and redesigned to fit more with the mobile user interface.

Here is a picture of the new local pack, displaying only three results:

New Google Local Search Result

Exact Addresses Removed

Google has removed specific addresses from their local listings, instead only showing the street name. This requires a searcher to either click through to the website or the map listing in order to get the exact address.

Phone Numbers Removed

Google Searchers will no longer have easy access to the phone number of the business. They now need to click through the listing or get the number from the website. The mobile version (detailed below) doesn’t display the phone number but does have a “Call” option for each listing.

Google+ Links Removed

Google has also removed the Google+ links that we have all become familiar with. Because Google has pushed for local businesses to claim their page officially, this change is pretty interesting.

Business Category Added

The Business Category you choose for your listing is now showing in local search right below your business title. Category is critical to being considered relevant on any given search result and should be chosen carefully.

Store Hours Added

They have also added in store hours, including opening and closing times, depending on the time of day of the search.

Reviews No Longer Labelled “Google Reviews”

Gone are the labels on the reviews listing them as “Google Reviews.” Now they are simply called “reviews” with the number of reviews for each business still included.

No Flyouts

We are used to being able to scroll over local listings to see the local card for the business displayed on the right hand side. This no longer happens, to see the “Card”, you have to click through to the secondary local page.

Why The Change?

According to a Google spokesman: "We are constantly exploring the best way to bring a better search experience to our users. This update provides people with more relevant information, including photos, reviews and prices, for searches that have multiple results for a given location."

Where Clicks Go?

Unlike the previous layout, clicking the business name no longer takes you to the business' website. Instead you are redirected to an new expanded view of the local listings with the selected business' profile highlighted.

It should also be noted that while desktop results provide icon links for directions and the business' website, mobile searches provide a 'click to call' icon instead.

Mobile Google Local Search Result

How it Looks on Mobile?

Mobile also sees the complete address moved, with “Call” being the notable option here.

What Does This Mean for Local Businesses?

Well, that depends on how heavily your business relies on Google Local Listings and where you ranked before the change. If you relied heavily upon your local listings and were ranking fourth or lower, you may see fewer leads.

On the other hand, if your business ranks in the local top three listings, Google has effectively removed four of your nearest competitors and that could earn more clicks, calls, and visits for your business.

This also means that if you’re not in the top 3 listing, then you better start working on your local SEO Contest. I believe the update will now place an even higher emphasis on getting reviews and building out your citation profile.

Summary

If you are entirely relying on Google's local listings to drive traffic to your website, you're doing it wrong anyway. The businesses that are most successful with generating leads from search are those that are ranking well in local as well as organic listings. While Google's local listings used to be an option for those who ranked well, they now represent nothing more than a degraded user experience for your customers and Google's.