The term Google algorithm update typically has webmasters running for cover and fearing for their website traffic. However, for those webmasters that utilise ethical marketing and ensure that their websites are properly and efficiently set up, algorithm updates can actually provide benefits. As sites fall away around your own search ranking position, it leaves you to rise to the top.
One of Google’s most recent updates, referred to as the mobile-friendly update, took effect on 21st April, and if your website isn’t set up to benefit the end user, then you may already have witnessed its effects.
Around half of Internet searches are conducted on mobile devices, but the mobile experience can be very different to the traditional PC experience. Smaller screens, lower resolutions, and different browser software are just some of the differences – and, while users once had to put up with slow loading pages, images that took over more than a whole page, and elements of website design that simply didn’t load at all, responsive designs and faster mobile Internet experiences mean that this is no longer the case. As such, if you’re providing a poor experience to end users, then they can simply leave your website and head to a competitor’s site that has been developed offering a mobile-friendly experience.
What’s more, Google knows that mobile search and mobile Internet usage share are growing in popularity, and they want to ensure that they are directing their users to those sites that offer the best experience to users. Their mobile-friendly algorithm update does exactly this – it incorporates mobile ranking factors into mobile search results, promotes those sites that offer a decent mobile experience, and potentially penalises those that offer a low user experience to mobile searchers.
Mobile friendliness, then, can help drive additional traffic to your website and prevent you from losing search engine traffic. It can also lead to reduced bounce rates from those visitors that do use a mobile device, and because mobile users are inclined to use social networks, it means that a responsive design could even help increase exposure and improve your overall web performance.
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