Mobile friendly websites: 5 recommendations

Recently Google made a major announcement regarding mobile-friendliness as an SEO ranking signal. In brief, starting 21 April 2015 Google will be changing its algorithm such that the mobile search results will favour content that is optimised for mobile devices.

We are already starting to see shifts in mobile search rankings, with rankings dropping for websites having mobile usability issues on their website. You need to manage the situation carefully, and have a plan of action. Here are 5 recommendations what to do.

1. Find out if you have a mobile friendly website

First, get your facts straight. Use Google’s mobile friendly website checker to determine if your website is configured properly and viewable on mobile devices. If your site passes, then you have nothing to worry about. But if your site doesn’t pass, the tool will provide you with a set of recommendations for improvement.

2. If you have a problem, what to do next?

Don’t worry. Google has given you an important warning, but you don’t need to have a knee jerk reaction. Rome wasn’t built in a day, and it may be you can’t get this problem fixed in just a few weeks. Developing a new website is a significant investment, and will take some planning and effort to get right. Take this opportunity to reassess your web presence, improve your usability and site architecture.

3. Check your current mobile traffic levels

Review your own website analytics to assess the levels of mobile traffic you’re currently receiving. Check to see how mobile traffic contributes to your business goals and lead generation.

4. Identify the missed opportunity

The risk is the mobile traffic you are currently missing. Many businesses are underestimating the importance of mobile search traffic. B2B searches are typically showing 30% search volume on mobiles and tablets.

5. The level of urgency is commensurate with your target market mobile behaviour

Consider how important mobile is to your lead generation, online sales, or other key activities. If mobile is key to your success, then schedule and accelerate your development accordingly. If mobile isn’t a critical part of your acquisition and conversion path, then simply schedule redevelopment into your longer term planning.

[Article Source: Hallam – abridged]