As of 21st April 2015, websites without a responsive design will be de-prioritised in search results. Whilst Google haven’t stated the severity of their recent update, we know that websites are losing ground in search engine results pages (SERPs) as a consequence of not being mobile friendly.

A loss in ground (or a drop in rankings) usually equates to less visitors from search engines. This, in turn, can lead to a drop in enquiries online.

Google, algorithms & search results

When it comes to search on mobile devices, users should get the most relevant and timely results, no matter if the information lives on mobile-friendly web pages or mobile apps.

As more people use mobile devices to access the internet, Google’s algorithms have to adapt to these usage patterns.

Starting April 21st 2015, Google will be expanding their use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.

How do I know if my website is mobile-friendly?

To see for yourself, simply use the Google mobile testing tool to find out whether your website is mobile-friendly. The tool will analyse your website and show you relevant information. If your website is not mobile-friendly, contact us to discuss your options.

Does my website have to be mobile-friendly?

If you value search engine traffic, yes! If your business relies upon search engine traffic to generate leads, sales or enquiries, it’s highly likely that your traffic from search engines will diminish if you fail to provide an adequate mobile user experience.

Indeed, if you are running PPC (such as Google AdWords) the mobile experience of landing pages will ultimately determine the effectiveness of your ads, and how much you spend per click.

Creating a mobile-friendly website can be a complex job for development teams, but the long-term benefits of best-practice search engine marketing will often pay for itself.

Ultimately, your website must provide a satisfactory user experience across all devices, whether at work, at home or on the move.