On the 21st April 2015, Google are expanding their use of mobile-friendliness as a ranking signal. The update is said to affect mobile searches languages worldwide and will have a significant impact in the UK search results. Find out more here.

Will this have an impact on my website?

This algorithm specifically looks at the mobile user experience on your website. If your site is not mobile friendly it could be demoted in the mobile search rankings.

By some estimates, more than 60% of all Google searches are performed on mobile devices. That being said, if your site is not mobile friendly you could be missing out on a huge market of users. This is of vital importance for ecommerce stores.

How do I know if my site is properly optimised for mobile?

There are a few ways to check whether your site is in accordance with mobile expectations from the search giant themselves. Visit the Google Mobile Friendly Test tool and run the site through the analyser. This will give a rundown of how a page performs on mobile. Check a few pages to be sure.

The quickest and easiest way to check if web pages are mobile friendly is to go on your mobile, search for your company name and see if the result has the ‘mobile-friendly’ label next to it in the search results, like this:

britweb mobile friendly label

For a more in depth analysis take a look at your Webmaster Tools account and check for new messages indicating mobile issues within your website. If there is a message, opening it will provide specific recommendations to make to ensure your site is well optimised for mobile.

Run your web page URL through Google Developers Page Speed tool to check how fast your website is running on mobile vs desktop. Your site speed is important to consider and look into as it is a ranking factor for mobile and desktop sites.

If you are in the red zone, it means your site isn’t performing very well on that given platform and you should look into having the recommendations implemented. Nobody likes a slow website and this could contribute to the rise and fall of your conversion rate.

speed bump

Here are some provoking facts from the KissMetrics blog:

  • 73% of mobile searches say they have encountered a website that was too slow to load
  • 50% of mobile searches say they’ve encountered a website that crashed, froze, or received an error
  • 47% of consumers expect a website to load in less than 2 seconds – ouch
  • 40% of people leave a website that takes more than 3 seconds to load – ouch again!
  • If an ecommerce site is making $100,000 per day, a 1 second page delay could potentially cost them $2.5 million in lost sales every year! A BIG ouch!

What to expect

This algorithm update is expected to have a larger impact than previous updates. It will start rolling out on the 21st April and could take anything up to a week to roll out. Check your website traffic around the start date and monitor how it is being affected. Depending on this, you may want to consider taking the step to a mobile friendly and Google friendly website.

importance of mobile responsiveness

If you’d like to talk to us about mobile responsiveness, call us on 01403 261491.

Posted in Google, Mobile Design, Responsive Design, User Experience.

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