How being responsive will affect your search ranking
‘Mobile-friendly’ is becoming a ranking signal for organic search as of April 21st. This means that websites that are not optimised for mobile devices will appear lower in searches performed on those devices. It does not affect the appearance of a site when a search is performed on desktop or laptop computers.
Below is an example of an unresponsive site on a mobile, compared to its responsive version:
As you can see, an unresponsive website does not resize according to the device, meaning the user has to manually zoom and drag. Functions become harder to complete, and your messages can be lost.
This is how a responsive will look across all devices:
As you can see, dependent on the device, it has been created to resize accordingly. The top nav has been altered accordingly to suit the screen size
If your website is not currently mobile friendly we would like to reassure you at this point, don’t fear! It isn’t going to hit you hard like a manual spam penalty would, your site will still appear in organic rankings in mobile searches, just lower if competitors have better optimised sites. It is an addition to ranking factors, so you can still theoretically beat a mobile optimised in the top spot if you are much stronger in the other areas.
That being said, we strongly recommend against you continuing without a mobile optimised website, there are two potential options here. Either you can have work done on your current website to make it mobile responsive – though this would require a check into feasibility on your website, as current build/design may prevent this, or make it expensive enough to consider a new site.
Alternatively, you can get a new website built from scratch, which would give you an opportunity to refresh your website and have the ability to design the mobile site from the ground up, alongside the desktop site.
What about the stats?
Mobile traffic over took desktop traffic to websites. This particular statistic is mostly relevant to research/information based searches, retail and local searches like restaurants, and are much smaller for B2B.
The level of traffic to B2B sites from mobile tends to be around 10 to 20%, varying on your audience and their location, and is on the increase.
Marketing activities like social media and e-marketing are most likely seen on mobile devices, and your website is referred to by these, so it is important that your target audience can be referred to a mobile optimised website.
“No one screen size has more than 20% of the market share. There are lots of weird and wonderful devices out there, and a fully responsive site allows your message to be seen on all mediums without requiring individual builds.”
No one screen size has more than 20% of the market share. There are lots of weird and wonderful devices out there, and a fully responsive site allows your message to be seen on all mediums without requiring individual builds.
61% of people have a better opinion of brands when they offer a good mobile experience.
People often move between devices (as much as 90%), and their experience should be seamless across all formats.
Websites that are not optimised for mobile tend to have slower load times, alongside the reduced user friendliness.
Confused? Want to know more about the changes? Need help with your website? Get in touch! Email us at firstname.lastname@example.org.