Rosie Kenyon | Marketing Account Director
Starting tomorrow (April 21st), Google will be “expanding their use of mobile-friendliness as a ranking signal” (via their Webmaster Central blogspot). This means that if your website isn’t quite as smooth and lovely to use on a mobile as it is on a laptop/desktop computer then it’s likely to fall down in search engine results.
Mobile Internet usage overtook fixed Internet access during 2014 (report from comScore) and it looks set to keep increasing. It is therefore the top priority for website creation and development in 2015.
Google can help you out though, if you’re not sure how your site performs on various devices then it has simple mobile-friendly testing tools and a guide for best practice. If you find that your website doesn’t turn out quite as you’d like it to then it’s best to act fast. There are many out there (disclosure: including ourselves) who can turn this predicament around for you.
If a site is not mobile-friendly then a user, taking the train home for example (thank you @merseyrail), may give up and the ‘bounce’ rate of your website will increase – we don’t want this. The bounce rate is the percentage of visitors to a site who enter it and then leave without further exploration of the site. Research (from @contently) shows that if a business can hit a 3-minute engagement mark with a customer on their site then that customer is 50% more likely to return to that site within the next week.
Adapting your site to mobile-friendliness is more important than ever and best to be followed not fought, as soon as possible.
For more information, contact the digital team via firstname.lastname@example.org