Over 18 months ago (and yes, we are counting) we published a blog explaining why your website needed to be mobile responsive . While many things online change, and trends come and go, having a website that is mobile friendly and responsive is not ‘a trend’. Even in the last 18 months, it’s become more vital than ever that your website is easy to access and works well on tablets and smart phones. If your website isn’t mobile responsive, this is the investment you need to be making for your business.
Still not convinced?
Our love of mobile devices keeps on growing
Look around you. How many people are using a mobile device? Unless you’re at the top of a mountain, chances are, a good proportion of those around you will be glued to their mobile device – and the rest will be wondering if it’s time to check their emails again. Even if you are at the top of a mountain, there’ll probably be a few people trying to get a signal to upload a picture to Instagram…
Marketing statistics suggest that in the UK, in August 2016, people were spending 66 hours A MONTH browsing the internet on their smartphone – compared with just 29 hours on a desktop (in the USA, the stats are 89 and 34 respectively).
Whether you call it the modern addiction, or simply how things are, the fact is that smartphones are the device of choice for an ever-increasing section of the population – and therefore for your customer base. If your website isn’t mobile friendly and responsive, you will very likely lose out.
Which leads us on to this:
Mobile responsiveness matters for SEO
Globally, in February 2017, Google had 80.52% of search engine market share with the remaining 20% shared out between Bing, Baidu, Yahoo, Ask, AOL, Excite and ‘other’ – in that order. To give you an idea, Bing has 6.92%. So Google really does matter. And Google includes mobile responsiveness as an integral ranking factor for mobile search results. Your website is simply not going to get a look in if it’s not mobile responsive.
And if we do find your website using a mobile device, well, it can do more harm than good because…
We are impatient
Smartphone in hand, mobile data to the ready, as a society, we are ready to browse whenever there’s a lull in whatever else we are doing. If visitors to your website can’t access what they want, they will be quick to judge, and unforgiving. Google suggests that 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% go on to visit a competitor’s site instead.
While a few years ago, it was vital to have a website, in today’s mobile world, that website needs to be responsive to the device that is accessing it, otherwise your content will be left unread, and your bounce rate will increase. What’s more, the Google statistic above suggests that an unresponsive website will actively encourage potential customers to go elsewhere.
So an unresponsive website really does do more harm than good – isn’t your business worth more than this?
Finally, another technical – but critical – point to understand:
A separate ‘mobile’ site risks penalties for duplicate content
It ought to be a Government health warning “Duplicate content can seriously damage your website’s health”. The Panda update to the Google search algorithm deals with duplicate content – negatively. Now that mobile sites are included in rankings, having 2 sites, one for mobile and one for desktop, is more likely to incur penalties from Google which defeat the purpose of having the mobile site. Having one, mobile friendly, responsive website, reduces the likelihood of penalties for duplicate content.
So mobile responsiveness is not a trend – it’s an essential for your website, and for your business. A responsive website will keep your business competitive in the online marketing space which is so valuable, and is only going to become more so. The good news is that we can help you create a responsive website that’s fit for the challenge of the coming months and years.
Get in touch to discuss how we can help.