CHAPTER TEN
Mobile, Local, and Vertical SEO
Mobile, local, and vertical SEO have grown to become specializations in and of themselves, requiring a tremendous amount of dedicated effort, resources, and attention to fully maximize the opportunities they provide as the web ecosystem evolves. In this chapter, we will address these areas of search engine optimization at a high level.
The Mobile Landscape
If you have a web-based business, brand, or organization, mobile SEO will be absolutely vital to the success of your overall SEO strategy. But before we can examine the ins and outs of SEO for mobile, you need to first understand mobile search in the general context of mobile as a mediumâone that is taking search market share and ad spend from desktop at a rapid pace.
As mentioned in Chapter 1, eMarketer published a study predicting that mobile ad spend would represent 72.2% of total U.S. digital ad spend by 2019 (Figure 10-1).
Figure 10-1. Mobile ad spend growth through 2019
The iPhone helped drive the growth of this market, because of its intuitive user interface and larger screen size (when compared to feature phones), and Android accelerated this trend with its increasing smartphone market dominance.1.
The improved mobile web user interfaces and larger screen sizes on smartphones have been a big factor in the growth of mobile search. Having a specific mobile site experience ...
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