Did You Know
On the 21st April 2015, Google are introducing a separate index just for searches carried out on mobile devices?
In other words, from that date onwards, from a keyword ranking point of view, there will be two completely different Google’s
http://googlewebmastercentral.blogspot.co.uk/2015/02/finding-more-mobile-friendly-search.html
What this means is, It might be possible to rank on page one when someone searches on a traditional desktop PC, while at the same time ranking on a lower page, or even not at all, if the person searching is using a mobile device.
Why Does This Matter?
In 2015, the number of search requests Google receive from mobile devices is going to be greater than those it receives on computers.
Not being prominent in the search results on mobile devices from 21st April 2015 might, at a stroke, reduce your traffic flow from Google by 50%, and that percentage looks likely to increase as time passes.
Mobile – Commercial Search?
Figures suggest that people using Google with commercial intent (looking to buy goods or services) make their first contact with the potential vendor via mobile devices in almost all cases.
80% of the time, your website’s first contact with a potential client is via a mobile device.
http://insights.mobify.com/2014-e-commerce-mobile-conversion-rate-benchmarks/
While, as the article above says, many buying expensive products and services often do so via a computer, it is important to note that the first contact is made via mobile device in almost every case. If your site isn’t visible on mobile devices, your products and services will likely not even be considered when the visitor makes their buying decision.
The Lesson?
Market Through Mobile, Sell Via Desktop
For B2C business (Business to consumer) this is especially true, but it also heavily impacts B2B (business to business) as well.
To make the most of the opportunities these changes bring, a commercial website needs to rank highly in both formats. To capture a potential buyer’s initial search on a mobile device, then to present a secure platform for closing high-value sales on a traditional computer or desktop device.
If Your Site Isn’t Mobile-Friendly, You Might Invisible To 50% Of Your Potential Customer Base
In short, if your website does not scale well to mobile, from April 21st onwards you will very likely be losing visitors as Google will not rank highly sites that are not mobile friendly and responsive in this new index.
It’s Not Just Google
Did you know that across all search platforms and social media, the majority of internet users are now browsing via mobile devices?
Imagine someone searching for your product or service, checking out your website and comparing it to your competitors.
Would they be frustrated that your website is not clearly presented and easy to navigate on their smart phone or tablet?
Perhaps it is unclear what you offer or how to proceed through your site in a logical manner. Some older websites present issues such as distorted images or page elements where just a corner of them obscures the rest of the screen. Navigation that is not visible and pages that load slowly over 3g or 4g mobile connections.
The chances are that if that is the user experience offered, then the potential customer will move on to another site where their needs can be better met.
Can This Be Fixed?
In short, yes. There are any number of ways of preventing this potential loss in rankings and website visitors. The most important being to switch to a mobile friendly website.
Pages that scale to whatever device or browser they are opened in. Elements organised in such a way that seem logical to a visitor. A quick loading website where navigation elements are easy to find and follow whether accessed on smart phone and using a touch screen or via a HD computer screen and a mouse and keyboard.
By being one of the first to adopt a mobile friendly website, you could be in a position to rank highly in both indexes as well as encourage all of your visitors to stay and browse.
Contact us at Gambit-Nash for more details on how to turn your current website into a mobile-friendly experience.