Integrating relevant keywords along with other search engine optimization (SEO) techniques will help a website rank highly, encourage click-through, and bring qualified visitors to the site. With this knowledge, SEO has been a priority for marketers, but now there’s another requirement. Google is pressing us to consider the devices searchers are using.
B-to-B searchers keen on internet
It’s been safe to assume that the vast majority of business people are using the internet to conduct searches to help them make purchasing decisions. This has been reinforced in a recent study by Google and a research firm. When professionals were asked about their searching and purchasing habits, 89% said they use the internet in their research process. They report doing an average of 12 searches prior to making an inquiry.
And mobile takes the lead
If you’re monitoring website visitors, you are likely seeing a continual increase in visitors using mobile devices. It is estimated that more than 50% of professionals are now using a mobile device to search online. Nearly half who use their mobile device for research reported they are doing so while in the office.
Call it ‘responsive web design’
In 2010 author Ethan Marcotte called attention to the exponential increase in mobile device users. He said the way to respond to this evolution was with flexible, fluid design and coined the term ‘responsive web design’ (RWD).
Content takes shape with RWD
With RWD, web content is like a liquid, whether you pour it into a shot glass, pint glass, or pitcher, it takes the shape of the container i.e., the device.
RWD allows a web browser to detect the type of device being used—desktop, laptop, tablet, or smartphone—and render the site accordingly. RWD improves the user experience by scaling and reflowing content and adjusting font sizes to fit each device’s screen.
Google threw down the gauntlet
In 2015 Google announced that it was planning to release an addition to its search algorithm and that the update would change how the search engine evaluated and organized mobile-friendly and non-mobile-friendly sites. Google said it would favor sites that looked good on small screens, used bigger text and separated links so that they are easier to tap.
Well, they weren’t kidding
A report from Adobe found that traffic to non-mobile-friendly websites from Google mobile searches fell 12%, relative to mobile-friendly sites, two months after the search algorithm changes took effect. Adobe tracked traffic to more than 5,000 sites, and divided sites into mobile-friendly and non-mobile-friendly. RWD means higher rankings in Google search (88% of searches use Google).
Easier web access in the field
Meetings with customers and prospects will be easier with a responsive website. Your sales team will no longer need access to a computer to look up information on your site. Instead, your reps can use a smartphone or tablet which will clearly display photos, illustrations, and information because the content responds to the mobile device they will be using.
Easy traffic monitoring
Website analytics tools, such as Google Analytics, can handle multiple devices and responsive reporting. All of your tracking data will be condensed into a one report, making it easier to monitor and analyze your results.
Greater brand control
RWD enables website owners to have greater control of how their brand is implemented throughout the site. A website can now be coordinated with the rest of the marketing communications—lit, exhibit, etc.
If your current site is not responsive, you’re not alone, but you’ll want to adapt to how your customers and prospects are researching and making purchasing decisions, ASAP.
After Borns upgraded a client’s site using RWD it was determined that 51% of the visits were on a mobile device versus 26%, just three months prior. And mobile visits doubled from organic search.
Borns can make your site responsive. Contact Randy Borns at email@example.com.
Download this issue of Marketeering
Mobile-friendly sites have all the advantages (e.g., SEO, access, UI)
(770K) Adobe PDF
It is just as easy to read and navigate a responsive website on a smartphone or tablet as it is on a computer.