Google Prioritising Mobile Friendliness in Search Results
Is your Website Mobile Friendly?
What are the consequences of Google prioritising mobile friendliness – how can your website suffer?
- Could your text size be too small?
- Is your content wider than the page?
- Do you have a poor length of navigation bars, or spacing of links?
- Is your mobile viewport not set?
- Do you have 3rd Party plugins that are not mobile friendly or is there general confusion in the layout?
Google can see when visitors just bounce away and will punish poor sites by dropping them in search rankings.
Do the Work
It is all about making the experience good for the browser or visitor, which comes down to how the page looks on a mobile device. As a result, it is crucial to focus on how it flows. Test your website here – this is a simple free test from Google that will tell you if your website is mobile friendly. Following the test, you will receive results and actions to follow up – be sure to follow the steps if you want to improve your mobile presence! Read the fundamentals here or ask your Developer to do it.
Any site should be easy to navigate, whether it 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 it will only improve your business. Ultimately, your business will have a competitive advantage over businesses that fail to consider their websites’ mobile presence. Consequently, there will be winners and losers – where do you come in?
Why is Mobile Important?
Chances are that your website is not fully mobile friendly, so you will need to do some work. Being mobile responsive is not enough, your website needs to be mobile response-able. In other words, your website’s mobile view should be different from its pc view or its tablet view, which improves navigation and speed on the smaller screen. For newer websites, this should be part of the basic deliverables.
According to Google:
- Mobile friendly websites show up higher in search results
- They constitute more than half of Google searches
- The majority of traffic comes from people on mobile devices
- Visitors are 5x more likely to leave your site if it is not mobile-friendly
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. In addition, over 75% of searches are done at home where there is probably a bigger computer nearby. Furthermore, almost 90% of people click on one of the 10 organic results of a search on page 1. More importantly, over 40% click on the first organic option, while only about 10% click on the second or third result. And, the number of people going to page 2 is in the single percentage figures. Evidently, the majority of buyers are starting their search on a phone, so check out your website’s mobile speed here.
Core Web Vitals
Core Web Vitals was introduced in May 2020. These are a set of metrics that Google uses that relate to website speed, mobile responsiveness, and visual or layout stability. In other words, these metrics are the overall page experience ranking factors.
The page experience ranking factor is a measure of how well people enjoy interacting with a page beyond the information value of that 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. In other words, 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.”
Update March 2021
Fast forward to March or May 2021… 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 we risk losing valuable business! Don’t let Google Prioritising Mobile Friendliness effect your business. Check how your website scores at Google Page Insights.