This means we have to adjust strategies. I think that many articles on single products may suffer: they're targeted at shoppers who already know what they want.
On the other hand, there's one kind of article that shopping apps, online stores, and Google Shopping cannot replace: articles that compare a group of products or (better) give a "top ten" style list. For example:
- Top/Best [Product type] of [Year] (e.g.: "Top Tablets of 2012")
- Top/Best [Product type] for [Purpose] (e.g. "Best Shampoos for Dandruff Control")
- Five Great [Product type] Reviewed (e.g. "My 5 Favorite Drawing Apps")
In these cases, the shopper is earlier in the buying process and is still trying to figure out what to buy. They may not know what kind of product will satisfy their needs. Or perhaps they've got a general idea what they want, but when they go to Amazon, they find about 20 products match their search, and they're not getting enough information from customer reviews posted there to make up their minds.
In short, concierge pages that solve a problem, answer a question, or offer a judgment call can do something that automated shopping search tools cannot.
That's all well and good, but that's the same advice that I give for desktop sales conversions. Is there anything special we can do for mobile buyers?
First, remember that mobile searchers often look up information on interesting products they see while out and about. (See this useful Searchengineland article on mobile searchers' habits: it's worth browsing related articles on that site.)
Second, you can use the Google Keyword research tool as I demonstrated above to study what mobile users are looking for.
Third, you can write content suited to the tastes and needs of mobile audiences: