With the news hitting headlines this week about Google changing the algorithm to prioritise websites that are mobile friendly there’s been a lot of mixed messages and sensationalist reports as to what is happening and why you should care.
What do you need to do to ensure your website is fit for purpose to remain ahead of the game? Is being ‘Google Mobile Friendly’ enough?
Let’s get a few things straight….
Firstly, consider how important mobile is or could be to your business. In the rare instance that it’s not of high value then you can relax a little knowing the algorithm update only currently impacts mobile search results – your desktop rankings aren’t impacted.
Secondly, and to settle a lot of nerves, contrary to many media reports, Google won’t penalise you or remove you from the index for not having a positive mobile experience.
Without a mobile experience however, you could be missing out on potential revenue from all of your marketing channels – not just Google organic visitors – and that’s the real issue here.
Whilst this algorithm update is great for creating attention and getting people talking about the importance of mobile, we need to move beyond simply ticking Google’s ‘mobile friendly’ checklist and focus attention on how to create an effective mobile experience to increase ROI across the board.
Reflect on what you want your mobile visitors to do and what they are physically able to do via mobile.
Do you want them to download a document or spreadsheet? That can be difficult for mobile users. Do you want them to complete a checkout process? How easy is that on mobile? Holding a credit card in one hand and a mobile in another whilst typing in numbers is both tricky and likely unsecure when on the move.
To counter this – consider how you can help a mobile visitor become a mobile customer; what are they looking to achieve?
We know that people most often turn to search to find answers to questions and I’d argue that the majority of mobile users fall into this camp. How often do we find ourselves needing some quick information to help a decision and pull out our phone?
- Make it easy for your mobile visitors to find the ‘so what’ information – a bullet point summary at the top of the page is a great way to provide ‘must know’ information.
- If converting via a mobile browser is unlikely… guide visitors to call you – they have a phone in their hand! Or, provide an alternative call to action such as sending the quote to their email address or signing up to your Email list. You then have something to follow up with.
- And finally, make sure you tag your phone number accordingly so that visitors can simply tap to call and you can track this behaviour in your analytics.
Bottom line – focus on creating the best mobile experience for your users and Google will reward you. The algorithm continues to reward the user experience so just keep doing the right thing by customers and you’ll benefit from each update rather than worry about it. It’s how I sleep at night anyway!
At FirstClick Consulting part of our commitment to clients is to ensure we keep on top of the ever-changing technology and platform changes and manage any impacts for each individually and continue to deliver extraordinary value for their business.
For any questions on how these Google changes could affect your business, feel free to contact FirstClick today.