According to Google themselves, people are five times more likely to leave a web site that isn’t mobile-friendly. Hence why last month, Google has been making yet more updates to how it views and lists web sites in its search results. So what do you need to do?
Google’s official statement highlights that its latest update is aimed primarily at non-mobile-friendly web sites, which means there are likely to be more significant penalties for sites that do not offer a good mobile experience to people who visit them.
This could be good news though. If your competitors’ web sites aren’t mobile friendly and yours is, then your site could show at the top of the mobile search results, which means you’ll receive many more visitors.
Some key facts
The update only applied to searches on mobile devices, so desktop and tablet searches were unaffected.
However, in 2015, over three quarters of adults in Great Britain used the internet every day, and a similar proportion (74%) accessed the internet “on the go” (away from home or work).
In April last year Google made an update that became a ranking factor in mobile searches alone. So if Google were to choose between two pages of similar relevance and quality, it will choose to display the mobile-friendly page in mobile search results.
What do you need to do to make your website mobile-friendly?
You need what is called a ‘Responsive’ web site. This is a flexible design that automatically adapts to the size of a user’s screen. It means that a page will display properly whether your visitors access that it via a desktop browser or a mobile browser.
Avoid unplayable content
Ensure that all content works on Mobile platforms. When users visit a page on your site with content that is not supported on a mobile they will see an error. For example a video that requires Flash, will not work on mobile.
Slow mobile pages
Don’t lose visitors because your site is taking too long to load. According to Google, nearly half of all visitors will leave a mobile site if the pages don’t load within 3 seconds.
Optimise for touch
Pay extra attention to navigation on small screens. Instead of showing the desktop site’s navigation, have a clear ‘thumb-friendly’ menu and buttons.
Remove unnecessary design elements and content
Space is at a premium, so take a good look at all the elements and content on your page. Are all of them necessary to send your message across? If the answer is no, then remove them altogether.
Remember, it’s not just all about Google. When people visit your web site you want them to have a good experience so they contact, or buy from you.
If you want to find out how mobile friendly your web site is and what you need to do to contact in.house.media.
Visit www.ihm.co.uk/getmobile or call 01604 790 007.