“Responsiveness” Affects Rankings

responsiveWe have talked before about website rankings and how you can help to make sure that your website ranks high up on search engines, including SEO, Adwords and PPC campaigns. There is now another factor to consider which is going to have a huge impact on where websites are positioned in search engine results. 

Google posted on their blog in February that as of 21st April 2015, “responsiveness” or mobile optimisation of a website will alter it’s ranking on Google. We are now more connected than we have ever been, with our smartphones, tablets and other devices; we can browse the Internet from anywhere at anytime. But this has meant that developments have had to take place to keep websites running effectively on these devices. If a website is not responsive, you may not be able to view it effectively from your phone, the page won’t appear as it should and this could in turn put people off doing business with your company. We live in an “I want it now” society and if someone who is searching on their phone for a product/service that you offer but a competitor website is responsive and appears in your browser in a user-friendly way, this may encourage the customer to go with another company, rather than looking at your website on a desktop at a later time. There is much research to suggest that over 50% of customers will leave a website if it has not loaded in 3 seconds, and a further 30% will not fulfil their purchase transaction if the shopping cart is not mobile optimised.

Mobile users are more likely to engage with your website at a later date if it is responsive on mobile devices - if the website is easy to navigate, there are clear calls to action (CTA), where you can easily view contact details and the information is laid out in a way that is aesthetically pleasing.  The site must not appear crowded with too much information and this will add to your brand and encourage further interaction. With so many people accessing websites via mobile devices it is vital to keep up with this development so that your website is performing as you want it to and not putting people off.

If your website is responsive, this can also help to reduce the bounce rate (people who leave your site) considerably. Increasingly, according to Google 90% of people move between devices to accomplish a goal, whether it is via smartphones, tablets, computers or TV. All areas need to be considered in your website design to ensure that your company is projecting the best image it can, on any possible device it could be viewed on.

You want it to be easy to navigate and read, include obvious CTA’s, load in under 3 seconds, provide the salient and most important points and generally provide a good user experience. If you have ticked all of these boxes, then you are likely to be on the right track with your website. If your website is not performing on these points, it is time to address this, and make sure that you are presenting your company in the best possible light.

Now Google is introducing this new algorithm affecting search engine ranking, it is more important than before that your website is up-to-date and responsive to mobile devices, to make sure that you are getting the most out of your website.  All of our monthly packages now incorporate this capability. We will be contacting our clients, to make sure that they are all responsive and therefore assist in their ranking on search engines. The Internet is constantly in flux, changing all the time and it is vital that we are aware of these changes and move with them, ensuring that we are as effective as we can be.

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