We've all experienced the frustration of browsing to a website on our smart phone only to be served an unreadable website that's nearly impossible to read or find what you want without pulling your hair out. Pinch, zoom, pan...what a pain, right?
Reliance on smartphones and other mobile devices is steadily increasing in the U.S. and worldwide, and this is instrumental in the way that consumers interact with websites today.
In a recent Nielsen study, one of the standout findings is that US adults spent on average 34 hours per month using the mobile internet on smartphones. By comparison, they spend 27 hours on the PC internet.
In fact, approximately 42 percent of smartphone users are regularly accessing the Internet via their phone, and it is anticipated that these devices will eventually become more commonplace for web browsing than desktop computers.
And businesses better listen up...Google is doing something about it.
Google has been sending out warning emails to webmasters indicating that their website is likely to experience a reduced amount of 'mobile visibility'. There have already been reports of mobile rankings falling quickly for the afflicted sites.
It makes sense that businesses that provide users with a pleasurable experience on their smart phone will be give preferential treatment when it comes to ranking on the mobile web.
In many cases, business owners aren't even aware of how much of their traffic and visibility comes from the mobile web. I recently helped a client to identify that 54% of her traffic came from the mobile web...and she didn't have a mobile optimized site. We were able to integrate mobile responsiveness into her existing website and that immediately translated into a dramatic increase in revenues and customer engagement.
With this in mind, it makes sense that Google has started encouraging website owners to make each page of their site as mobile friendly as possible.
Failure to comply with this school of thought could soon cause your search engine rankings to drop, so it is critical to consider implementing design changes immediately.
What Will the Future Bring?
Although it is impossible to predict exactly what Google will do in the future, their current course of action makes it easy to assume that they will eventually start completely eliminating unfriendly sites from their mobile search engine results.
This would be catastrophic for business owners, especially when you consider the fact that mobile Internet usage is steadily increasing. Ultimately, each applicable website would end up losing a lot of traffic, and this will naturally cause sales to drop as well.
How Can I Fix This Problem?
The good news is it is no longer necessary to design separate sites for desktop and mobile devices. One of the latest website trends is the responsive design, and this provides a much more user-friendly experience from a smartphone or tablet. Fortunately, these sites are also easy to navigate from a desktop or laptop.
The main perk of the responsive design however is the fact that all of the site's content is linked to one URL.
In other words, this should dramatically improve your organic rankings because all of your inbound links will be directed to the same online address.
You will also receive the many benefits associated with making it easier for mobile users to navigate throughout your site.
After all, if your website can be easily accessed and navigated from a smartphone, you will increase your odds of getting sales from that platform.
Check out our affordable mobile conversion service by clicking here.
The Importance of Engagement Metrics
Getting people to visit your website is only one piece of the puzzle. Once they are looking at your homepage, you need to get visitors to stick around for long enough to make a purchase or take some other type of desired action.
As previously mentioned, making your website easier to navigate will encourage visitors to stay on the site for a longer period of time. This will improve your engagement metrics, and it gives you a better opportunity to sell your product or service.
All of these positive benefits are easier to achieve with a responsive design, and your website will also be more Google Panda compliant.
Google Panda is a critical factor that can heavily impact your online business, and it will reward or punish you based upon your site's design and the quality of its content.
Staying Current with Google
Google is by far the most influential search engine, so you need to stay up to date with their latest requirements and ranking techniques. Therefore, anyone who has a website that is not mobile friendly needs to make positive changes before their search engine ranking and traffic numbers begin to suffer.
A responsive design is the easiest solution, and this approach has already been utilized by enough well-known sites that your audience will be familiar with the basic layout and navigation.
Just use the form up on the right and let us know what your website address is and we'll give you a specific quote. Or click here to learn more about our mobile responsiveness integration service.