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How Google’s ‘Mobilegeddon’ has changed the game for businesses

Posted date:
12/04/2016
Author:
Tim Vize, Digital Marketing Specialist
Mobile friendly website

As the internet continues to take over and the world becomes more digitised, following suit is the role of mobile devices in our lives. A phone is now a mini computer. It can do all of the essentials of a desktop, and websites now need to be designed and optimised to deliver an engaging mobile experience. It’s an imperative for any business with a website.

Let’s take a closer look at why not having a mobile-friendly website is more or less a prehistoric notion.

  1. The Google effect on search

  2. It’s all about search engine optimisation, or SEO. After April 21, 2015, if a website wasn’t optimised for mobile devices it fell victim to the almighty unveiling of Google’s algorithm update dubbed “Mobilegeddon”.

    This update saw sites guilty of non-mobile optimisation buried deeper within Google’s search engine rankings (sometimes not at all). Keep in mind that this didn’t affect the search rankings from desktop, only results in mobile device searches.

    According to Moz, it saw roughly a 30 per cent decrease in search engine rankings for domains not optimised for mobile. With great user experience a pivotal mantelpiece for Google, the company recognised that domains not optimised for mobile created the opposite effect.

    Despite outcry from web developers and SEO specialists, Google knew this would encourage web developers to make sure their sites were mobile friendly.

    Key takeaway: Google’s approach is simple. If a site is mobile friendly, it will rank in their mobile search engine as it aligns with what they value: usability.

  3. Statistics don’t lie

  4. The stats on the importance of mobile-friendly websites speak for themselves. On May 5, 2015, Google released a statement confirming that more people search on Google from mobile devices than on desktop.

    It’s a ground-breaking fact that highlights the shift in how people navigate the web. For E-commerce purposes, research conducted by Google highlights that four out of five consumers use mobile devices for shopping purposes. Evidence enough that companies mobilising their domains are taking advantage of the vast wealth the mobile web affords.

    Conversions on mobile devices are triple of that produced by desktop. The data doesn’t lie.

    Key takeaway: The time of mobile is here and now, and the numbers are saying so.

  5. Easily decrease your site’s bounce rate

  6. While your website may look good on a desktop, that doesn’t mean it will translate to a mobile device. Users will abandon your domain if they have to zoom in to get information or wait for things to load, as mobile devices can only process so many plugins – which are otherwise designed for desktops.

    Key takeaway: If your website isn’t optimised for mobile, bounce rates will be high. Going mobile will create a better user experience and engage with visitors more effectively, no doubt decreasing bounce rate and leading to conversions.

  7. Increase conversions

  8. When a website is not optimised for mobile, call to action (CTA) buttons can often be difficult to find, links tricky to click as the size of the page is distorted and contact information can be hiding somewhere on the page.

    The fast-pace mobile user has little to no time for a hard-to-use website. One-third of mobile users will ditch a transaction if the site isn't optimised for mobile, not only because it’s hard to use, but the slow-loading, hard navigational aspects make the site somewhat untrustworthy.

    To really engage with mobile web users, CTAs and contact information should be front and centre. Almost 80 per cent of mobile shoppers acknowledge that mobile purchases are impulsive, further noting that they’re more likely to buy from and engage with a brand that has an interactive and user-friendly mobile domain.

Having a mobile-friendly website is the key to meeting the increasing trend of mobile usage. More and more users are converting to mobile devices as their source of search and online engagement. By not doing so, you run the risk of limiting the exposure and visibility of your website. The statistics of mobile browsing and engagement are too overwhelming to – act accordingly. 

This article was brought to you by the friendly SEO team at Matter Solutions. If you’d like to read more articles, check out the blog here.

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