Back in 2012, online searches from Smart Phones and Tablets exceeded those of Desktop devices, therefore more business owners deployed mobile devices where traditionally they would have used PCs and Laptops. Many Internet Marketers automatically came to the conclusion that they needed to present to a changing audience who are always on the move.
This may not be the complete picture as many of us utilise the device that is the most convenient at the specific time of the search, no matter if, at home, work or incognito. Additionally the devices available at that specific time and their ability to rapidly connect and complete effective online searches is another important factor. Our confidence in newly developed technology, (for example iPhone 6 and Samsung Galaxy S6 smart phone plus iPad air and Google Nexus 7 tablets) and the ever increasing stream of Apps specifically developed for rapid mobile deployment has helped to accelerate mobile use – that’s providing a good Wi-Fi or data connection can be accessed.
It is important to understand where and what users are looking for on mobile devices and how this relates to business opportunities. There’s no question that mobile and local go hand in hand. According to Google, ninety four percent of smartphone users search for location information. Furthermore, people are increasingly using their devices while in a store to do research about the product they are considering purchasing.
We know that it’s no longer the case that people are merely searching on smartphones and tablets. In 2013, seventeen percent were purchasing from a mobile device, according to a Google compiled mobile search study.
Additionally, smartphone conversions in the retail sector grew by over twenty six percent in the third quarter of 2014, according to research conducted that year.
Mobile Responsive websites are now regarded by Google as ‘Best Practice’ and from 22nd April 2015 Google is restricting access to non-compliant websites that are searched from mobile devices, by removing them from its search results. Therefore Google is dictating the search requirements within its search engine, both from the content of a website plus the software used to build the website. Non-compliance will inevitably mean exclusion, thus mobile traffic will be blocked.
In order to avoid ‘Google Mobilegeddon’ businesses need to make their websites fully mobile responsive as failure to comply will not only have a negative effect on an average of 20% of mobile device users, but will affect their overall Google Ranking. This will make their website less visible and less visited.
Companies that seek to understand how Google friendly mobile responsive websites benefit their business sector will rapidly invest in an online strategy that embraces mobile responsive and adaptive technology, thus gain a competitive advantage over their competition. After all Google primary purpose is to help you find what you are searching for, no matter what device is employed.