Mobile marketers should optimise for key universal search integrations on Google

Transitioning from desktop to mobile can be challenging and Google’s Page One challenges have made it even harder for marketers and brands to reach consumers organically.
That’s why Searchmetrics has just analysed over half a million search queries to find out what the most frequent universal search integrations were.
The report finds that 4% of mobile searches now include a direct answer box on Google. It’s an attempt by the company to show specific answers to problems and offer solutions more instantly. The instant answers pop up right at the top of a mobile page. The information is often coming from websites with greater authority.
In addition, Google shows app suggestions in 11% of mobile searches depending on the query. If a user clicks on the app s/he is directly transferred to the app store.
The Knowledge Graph boxes are now appearing a third of mobile search results. These include relevant text, images and links if a consumer is looking for a certain brand or organisation. The information Google incorporates comes from trustworthy sites. It offers a branding opportunity for established brands.
At least 16% of searches on mobile also trigger a video integration. This could be beneficial to any marketer willing to put some effort into video creation. By optimising keywords, titles and descriptions, Google gains a better understanding of the content of the video.
The search engine giant has had success with its Accelerated Mobile Pages programme that seeks to optimise mobile page load speed. 21% of search results are now AMPs. Integrations with the most AMPs are news boxes (78%).
Meanwhile, Google Adwords came up in 12% of page one results above organic results.

“Any online business looking at search traffic should make optimizing for key universal search integrations an important part of its mobile strategy,” said Marcus Tober, CTO and founder of Searchmetrics. “That’s because the organic traffic that comes from the ‘classic ten blue links’ in the search results continues to fall – in mobile, for instance, there are just 8.5 links on page one. And the large number of integration boxes Google now includes, coupled with the smaller mobile screen size, means that searchers have to actively scroll down – often several times – to even see the traditional organic results placed lower on the page.”

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