Google has recently developed a click-to-call feature for adverts listed in search content on mobile phones. Through removing the need for users to navigate through a website to review relevant contact details, Google has brought the customer one step closer through streamlining the enquiry process. The service will be delivered as a bolt on feature within Google Adwords and will come at no extra cost to advertisers or consumers.
When compared to other recent initiatives thought up by Google to include local search information, the simplicity of their latest project can be seen to be of huge benefit as it is unlikely to be influenced by external factors, such as the location of data centres, which have proven to impact upon results in recent months.
The use of mobile devices has long been hampered by the limitations of dated technologies such as WAP, however as mobile internet speeds have risen over time searches for services like local bars, restaurants, hotels and taxi firms have followed suit.
Improved functionality paired with the ease of navigation on the latest handsets means that click-to-call clients could anticipate a positive result to such campaigns within the positive timescales associated with advertising through Google.

With this in mind questions can be asked about the role of Organic Search Engine Optimisation within the mobile internet arena. Given that display size, even on the latest mobile devices, usually only spans across 3.5 inches it can be seen that space on Google’s first page will be at a huge premium, therefore raising questions about the role this type of online marketing will play in this particular field.

Additionally Google tried this before on the PC Internet but didn’t take off, maybe now there is exponential growth in internet usage on mobile devices this will be a big hit.

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