Nearly 4 months after our Googly friends announced mobile-friendly websites would get preference in search listings the evidence is developing that it is making a difference.
Recall that April 21 was billed as the MOBILE APOCALYPSE in which older or non-mobile-friendly sites that don’t make it easy for small-screen users would start suffering in their search rankings. The bottom did not fall out on that day, as we said at the time it would not.
But three months has been enough time to see the dominant search engine is re-ranking sites along these lines, as industry articles including this Wall Street Journal piece make clear stating, reporting on Adobe’s findings that “traffic to non-mobile-friendly websites from Google mobile searches fell 12% in the two months after the changes took effect April 21…. ”
And really you know why this should happen. Pick up your own smartphone and call up an older website that has made no moves toward going mobile. Then squint and magnify all those tiny navigation buttons to see where pages are. Then hope your finger doesn’t land on the wrong button. Ready to look somewhere else for what you wanted?
You are competing for contacts on the Web, and if your legacy website isn’t testing out as mobile-friendly, your competitors’ sites may well be. There are enough things to compete on — on and off the web This one is easily corrected should not stand in your path to success.
We have also advocated for not just mobile-friendly sites but dedicated mobile sites, because “mobile-friendly” still doesn’t mean a great mobile experience. Google at this point is looking for large, visible navigation among its major factors, but once a page opens, is it going to convert the human viewer to act?
Don’t leave the majority of viewers who search the web from mobile devices either scratching their heads or bailing out on your message. Learn how your mobile website can be ridiculously cost-effective, and let’s get it done ASAP.