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Recently, BIA/Kelsey released its U.S. mobile local advertising forecast, which revealed that search is the largest mobile local revenue component and will be through the forecast period of 2016. It is also estimated that U.S. mobile local advertising will grow 54% from 2011 to 2016.

These results speak to the rapid changes we have recently seen within the local search space, most notably in mobile. Google reported that “50% of mobile searches have local intent,” up 10% from 12 months ago. Not only do we see local results on the SERP take up more than one-fourth of the page (depending on the searches), but a large amount of advertising is currently focused on targeting ads to users based on their location.

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As mobile usage drastically increases, advertisers are staking their claim. According to Smart Insights, mobile Internet is set to exceed desktop Internet usage by 2015. Google stated that mobile searches quadrupled in the U.S last year as well. With this kind of growth rate, advertisers everywhere are constantly seeking out the latest trends and best ways to reach users on their mobile devices.

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Widespread misconceptions that marketing strategies for the online realm are quick, easy, and require minimal effort abound in the business world. While the Internet has made access to almost any kind of content practically instantaneous, the strategy and process of making that information available takes time and effort. With that in mind, more and more companies are starting to show interest in exploring content marketing but are hesitant to invest in it due to a variety of misapprehensions.

Without a doubt 2012 was a big year for digital marketing. There were several new advances to search alone, including the ability to get facts quicker with Google’s Knowledge Graph and the implementation of Google’s “Search Plus Your World,” which brought social into search results. Bing kept up by adding a social sidebar and their Snapshot feature, similar to the Knowledge Graph. The introduction of high-impact algorithms with cute animal names are also on a mission to improve the quality of Google’s search results.

While these items have had a significant impact on the evolution of search, one of the biggest changes to search in 2012 was the increased focus on local search. Local search will be a huge focus for every digital marketer in 2013. In order to get a head start on local search this year, here are some key things you need to know.

According to Marketing Sherpa, ninety-five percent of mobile users search for local information on their phones. Mobile usage continues to grow rapidly, and businesses who invest in mobile search optimization see the benefits.

Just as important as creating a mobile site is testing and optimizing it to bring in traffic from mobile searches. Because SEO is analyzed differently for mobile than it is for desktop sites, it’s important to differentiate your strategy for both platforms. Here are some things to consider when optimizing your mobile site.

For companies diving into the mobile world for the first time, the options can be overwhelming. The choice between building a mobile site, mobile app or both can be especially mind-bending.  I have seen a number of companies dive in headfirst without a plan only to find themselves frustrated and losing steam. With more businesses realizing the importance of maintaining a mobile presence, the choice between a mobile site and mobile app will ultimately be a unique decision only your company can make.

When deciding whether to start with a mobile site or mobile app, consider the following: