Does your website pass the Mobile Friendly test? If not, it may be costing you BIG money. According to Search Engine Land, last May we, as a global group of internet users and search engine patrons, reached a significant benchmark. Google announced that more searches were carried out on mobile devices than desktop in 9 major countries. One of the quickest ways to destroy your credibility as a brand in the mobile enabled world is to present your mobile customers with a clunky, outdated, difficult-to-navigate website—and that’s assuming they can find you in the first place. It’s time to become mobile friendly.
Why Mobile Friendliness Matters
Since April 2015, Google has been serving up results to mobile users with new ranking factors related to how mobile friendly a site is. This means that even if your website incorporates all the latest and greatest desktop search engine optimization techniques, and you show up in the top organic results in desktop searches, your mobile customers might never see you. Page two of the search results is a dark and scary place to be. Google aims to provide the most useful and relevant results. If a mobile visitor struggled to find what she was looking for on your site because the content didn’t fit on the screen, or the buttons were too close together, or the page loaded to slowly, that means she wasn’t provided a useful result. Offering a mobile friendly website, alone, could launch you two or three steps closer to the top of the organic search results.
How Do You Know if You’re Mobile Optimized?
Fortunately, there are some tools to help you determine whether you are dropping in PageRank and losing customers. To begin, check your website for mobile by dropping the URL in Google’s Mobile Friendly Test. You may find that you already have a mobile friendly site design. This is unlikely, unless you planned ahead with a mobile first strategy, but either way, you’ll get a good indication of what where you need work.
Another simple strategy is to conduct a quick Google search (and for good measure, try with Bing and other search engines as well) for keywords that your website targets. You’ll want to check on both a mobile device and a desktop. This will allow you to easily compare your rankings on the two devices, and concretely determine just how severely you lack of a good mobile site is hurting you.
How to Make your Website Mobile Friendly
Now that you know where you stand, you can begin working to improve search engine ranking. Google’s Mobile Friendly Test offers some suggestions for how to improve your site, including Google’s Webmaster’s Mobile Guide and Principles of Site Design. Beyond Google’s tools, the web offers a host of guides and training resources, including both free and paid courses. If you have the means, you may even wish to bring in an outside consultant to assist in bringing your website in the mobile world. In some cases your best bet will to begin again with a clean-slate mobile first design.
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