Numagoo Blog

Mobile Friendly Websites. Is your Business prepared?

27th April 2015 Posted by numagoo

Businesses that don’t have a mobile friendly website can expect to rapidly lose around 30 percent of their traffic following the release of a new Google mobile algorithm change in 2014. If you have been thinking about making your site mobile friendly, this work is now no longer an option but a necessity, since the change will without doubt affect your bottom line.

Why has Google made the algorithm change?

Having a search engine available on mobile has transformed the way we lead our lives.  We can find and buy anything we need, allowing us to reserve tables at restaurants, book flights, order our groceries or a takeaway, book a spa and find a huge range of products and services to purchase instantly, whilst waiting for a bus, travelling to work on a train or indeed anywhere else.

A ⅓ of all searches last year were made on a mobile device and to date, in 2015 it’s soared to ⅔. As a result, Google has decided to reward websites that are optimised for mobile.

How will this affect my business?

A change in Google algorithm such as this has not been made for many years, so the impact on websites that aren’t mobile optimised will be huge. This is because sites that are mobile friendly will appear higher in search results.

Fortune 100 companies will already be feeling the pain on this since 60 percent of them are not mobile optimised according to research conducted by SumAll.

How does Google know whether a website is mobile friendly?

Rules on mobile best practice, the time pages take to load and how responsive design elements are will be scanned by the new algorithm. Whilst tablet search won’t currently be affected, there are plans to include them in the near future, so it’s best to be prepared for this before it happens.

Readability of text without having to zoom, correct link spacing and ensuring that content fits the screen are all considerations and whilst some businesses like flash, many mobile devices don’t support it; so Google will penalise sites that use it.

Since consumers are more discerning in their use of websites nowadays, they like to find what they need quickly, select a product or service and get to the checkout fast.  Hence the number of clicks necessary to complete a task will also be taken into consideration by Google. If your site’s usability is complicated, now is the time to change it if you don’t want your rank adversely affected.

A good way for you to test your website is to search for it on your mobile and see whether it matches all the above criteria. Check if your Website passes the Google Mobile-friendly Test here.

What can I do if my site isn’t mobile friendly?

If you have a large website there’s no need to panic in getting the whole of your site optimised immediately.  Google’s search engine considers each page of your site individually so you can mobile optimise the most important pages and work on the others over time. You’ll see a boost in ranking of the mobile friendly pages so if you can’t do a complete overhaul right now, we suggest you concentrate on the home page and those that are most used by your customers.

The most important thing you can do is assess how responsive your website is and consider the possibility of a website makeover to include adapting it for mobile and tablet devices or a new web design which may be more cost effective.

Traditional retail outlets change their shop window displays frequently and websites are no different. As technology progresses, your website needs to adapt to meet the advances both in design and usability.

How does the new Google mobile algorithm benefit my business?

An excellent mobile experience provided for your customers will give you an SEO advantage over your competitors who have not done so well on that score.  Bear in mind that if you have a perfectly optimised desktop site, you’ll maintain the rank you have when users access your website from a desktop. It’s only your rank on mobile devices that will suffer but since mobile device shopping is overtaking desktop in leaps and bounds you need to seriously consider whether you want to lose all that business.

The key issue is to deliver the best consumer experience possible and customers who have difficulty in locating products, buying them or contacting you are likely to abandon a website in favour of one that will not be so time-consuming.

The new algorithm will make mobile eCommerce more competitive.  It’s a great opportunity for businesses to benefit by making the necessary changes to increase their profits.

Need help?  Contact Numagoo for an informal chat today about Mobile Friendly Website design.