In April, Google rolled out a new mobile search algorithm which was dubbed “Mobilegeddon” for the non-mobile sites consequentially impacted. The benefits of a mobile-friendly site have been lauded many times before, but this new algorithm makes an even bigger difference. It will prioritize mobile sites in mobile search results, in order to give its users the best experience possible. Even Bing has promised to roll out its own mobile-friendly algorithm.

Not only will mobile-friendly sites gain more precedence in mobile search results, but Google is also indexing content searches from mobile apps, which can then appear in search results as well.

Simply put, you need to have a mobile-friendly website, or Google will not show it to users searching on a mobile device. With 50% of searches occurring on a mobile device, losing that traffic could mean a loss in potential customers.

This solidifies how essential a mobile-friendly site is to a local business. Most mobile searches are local searches – 80% of “near me” searches are on a mobile device. Search engines want users to have a great user experience, which carries over to the quality of sites that appear in search results. Without a great mobile experience, sites are failing to meet the expectations of consumers and risk experiencing higher bounce rates and drops in conversion long term. People searching locally should be able to easily find information and make contact with businesses from their mobile devices.

Paid advertising is affected as well. The landing pages on your site are factored into your Quality Score – the way Google grades your search campaign – and if they aren’t made for mobile, it could negatively impact your paid search campaign, resulting in your competitor’s text ads being prioritized above yours in search results.
Besides ensuring all landing pages are mobile-friendly, you can optimize your Pay-per-Click campaign for mobile visibility by keeping mobile searchers in mind with keywords and ad copy and by using ad extensions so searchers can call or get to your store easily.

Trend reports show that staying connected on the go will only continue to grow in popularity. Over half of the U.S. population owns a smartphone, and 75% use multiple devices to surf the Internet.
There are two options to update your site to meet Google’s criteria:

  • You can create a separate mobile site for your business, which would have to be maintained in addition to your desktop site.
  • Update your current site to be mobile-responsive. It will retain all your content but make it adaptable for whatever device visitors use.

The purpose of investing in a mobile or responsive site is to create a seamless experience for users, enabling them to easily convert. For more information on how to make your site more mobile-friendly, contact us.

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