In case you hadn't heard, Google is introducing big changes to its algorithmic formula beginning today that will place increased weight on the mobile friendliness of a company's website. If a company's website isn't deemed mobile friendly by Google (you can take the test here to find out), this will adversely affect the website's ranking by Google and, as a result, the volume of traffic headed to the website along with the potential leads being generated. The good news for marketers is that the impact on a website's ranking will only affect searches conducted on mobile phones and not on desktops or tablets. Still, given that a growing percentage of searches are taking place on mobile devices, Google's algorithmic change is further evidence of how customers have embraced the mobile mind shift.Even though Google's revised search ranking criteria is now in effect, it isn't too late for companies to make changes to boost their online standing. This includes creating a mobile-optimized website that makes it easier for visitors to find and consume information, especially those that are using a smartphone which has a relatively small screen. This can be accomplished through responsive and dynamic design as well as distinct mobile URLs.
Meanwhile, as Revana Digital's Travis Low, Vice President of SEO and Organic points out in a blog post on the topic , companies can also add mobile-friendly labels to their mobile sites. Doing so can help improve the mobile website experience for visitors while improving the website's ranking by Google.
It's also helpful to gain an understanding of how customers use your organization's website using their smartphones along with the type of content they're interested in and how this factors into their customer journey. Companies that change the usability of their mobile websites based on what customers are looking for can improve the visitor experience and boost their Google search ranking.