Meeting Users Where They Are

Google’s decision to penalize the rankings of websites that aren’t mobile friendly.

You’ve been hearing for awhile now that making your website friendly for mobile users is important. If you haven’t gotten around to it, now is the time. The stakes are about to get a lot higher. Google has announced that beginning April 21, it’s expanding the use of mobile-friendliness as a ranking signal. Websites that aren’t easy to use on mobile devices will find themselves losing site rankings to their competition. (If you are wondering if your website is mobile friendly or not, Google has developed a Mobile-Friendly Test.)

What’s behind the change?

I asked Jordan Frank at Seer Interactive, a leading Search Engine Optimization firm based in Philadelphia, about the decision by Google to favor mobile devices so heavily. “Google aims to provide the most relevant and quality content to their users. Period. In an effort to make sure that every mobile user has a great mobile experience, Google's mobile update will significantly affect mobile searches across the globe, and should be addressed.”

60% of mobile shoppers use their smart phones in a store, and another 50% while on their way to the store.


Meeting users where they are.

Google’s goal of providing the best experience possible for it’s users should be our goal as well. We need to meet users where they are at, and the numbers tell us that’s increasingly on mobile devices, such as tablets and phones. According to Nielsen, Mobile web adoption is growing 8 times faster than web adoption did in the early 1990s and early 2000s.

One of the reasons Google is making the move to strongly favor mobile, responsive websites is that, (according to Google’s own research) 90% of people move between mobile devices to accomplish a goal, whether it’s on smart phones, PCs, tablets, or TVs.

On average, mobile users spend more money. Retailers are quickly learning this fact, and embracing the new way that people buy products. Savvy shoppers are using apps on their phones to easily find the best price for a particular item they are looking for, and retailers have learned that they can keep that sale if they offer price matching within the store.

61% of people have a better opinion of brands when they offer a good mobile experience.


Better brand engagement

Users now days expect to see a mobile site perform better than the traditional desktop website, and the branding to be consistent and beautiful on your mobile site. If they don’t receive this experience, they’ve moved on. 41% have turned to a competitor’s site after a bad mobile experience, according to Google. 61% of people have a better opinion of brands when they offer a good mobile experience. (Source: Latitude)

The numbers don’t lie. Today’s consumers and website users are increasingly consuming web content through a variety of mobile devices. If you don’t already have a great mobile experience waiting on your users, now is the time to quickly change that, but it doesn’t have to be daunting. We help customers each day with ensuring their websites are fully optimized — including being mobile responsive. Interested in seeing how your website could be more effective in reaching your audience? Please fill out the simple form on the right-hand side of this blog post for a complimentary consultation with our digital experts.