Mobile Friendliness gets Priority in Search Results
What is so bad now that Google prioritises mobile friendliness of website? How can your website suffer? Could your text size be too small, is your content wider than page, poor length of navigation bars, spacing of links, mobile viewport not set, 3rd Party plugins that are not mobile friendly or general confusion in the layout? Google will see when visitors just bounce away and will punish poor sites, by dropping them in search rankings.
It is all about making the experience good for the browser or visitor, so how the page looks on a mobile device. If there is a shop, how does it look and flow. Test your website here – it is a simple free test from Google that will tell you if your website is mobile friendly – simple. You will get some results and actions to follow up. Read the fundamentals here or ask your Developer to do it.
Any site should be easy to navigate, whether that is on a pc, laptop, tablet, mobile or phablet, in any browser and at any time. That means work for someone, but if you want results you will need to comply and the bottom line is that this all good for your business, if you do it and bad for your competitor if they do not. There will be winners and losers – where do you come in?
Chances are that your website is not fully mobile friendly and you will need to do some work. Being mobile responsive is not enough, it needs to be mobile response-able where you can have the mobile view different to the pc view or the tablet view, so you improve navigation and speed on a small screen. For newer websites, this should be part of the basic deliverables.
Mobile Browsing Stats
Over 70% of buying decisions are made online, even if the purchase is done in store or over the phone after a conversation. In America over 90% of people use smartphones for local search, so this makes mobile friendly websites critical. And over 75% of searches are done at home where there is probably a bigger computer nearby. Everybody is starting their search on a mobile, so check out your website mobile speed here. Almost 90% of people click on one of the 10 organic results of a search on page 1. Over 40% click on the first organic option. Only about 10% click on the second or third result. And the number of people going t page 2 is in the single percentage figures.
Update March 2021 – Core Web Vitals
Core Web Vitals was introduced in May 2020. These are a set of metrics that Google use that relate to website speed, mobile responsiveness and visual or layout stability, its overall page experience ranking factor.
The page experience ranking factor is a measure of how well people enjoy interacting with a page beyond the information value of a particular page. The 3 new Core Web Vitals or additions to the page experience ranking factor include:
Largest Contentful Paint (LCP) – Measures how quickly a page loads – ideally under 3 seconds
First Input Delay (FID) – Measures interactivity and page responsiveness
Cumulative Layout Shift (CLS) – Measures unanticipated layout movement on a page, things that are unexpected and annoying.
*This ‘supposedly’ could include lazy loading, but as long as you add all the dimensions, as in width and height for the placeholder, then lazy loading of the image itself should not make any difference. It relates more to boxes and buttons moving around the page, which happens with a lot of Ad boxes. For accurate explanation check out https://web.dev/cls/ for more information. “What is a good CLS score?
To provide a good user experience, sites should strive to have a CLS score of 0.1 or less. To ensure you’re hitting this target for most of your users, a good threshold to measure is the 75th percentile of page loads, segmented across mobile and desktop devices.”
Fast forward to March or maybe May 2021 and the first 3 Core Web Vitals metrics are being paired with the following four existing website signals to round out Google’s stated understanding of overall page experience:
Mobile-Friendly– Measures mobile usability and responsiveness of a page on a smart phone
Safe Browsing – Identifies security issues on a page if there are any
HTTPS – Confirms pages are using an SSL protocol which makes the little lock appear in the top left corner where the url is located
No Intrusive Interstitials – Determines if pages have unwanted pop-ups
Google has laid down the gauntlet and we need to get in line with their current expectations or else! Check how your website scores at Google Page Insights.