On the 21st of April 2015 Google updated its algorithm to favour mobile friendly websites. This update, called Mobilegeddon by analysts on the web, is the biggest yet since Panda, Penguin and Hummingbird. This newest update has forced webmasters to pay attention and do something about the mobile friendliness of their websites.
The official announcement from Google on the Webmaster Central Blog in February stated:
“Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.”
This means that if your website is not fully optimised for mobile devices, you will most likely see a hit to your ranking on mobile searches. We have compiled five more reasons why you should have a mobile friendly website.
1. Wide Range of Demographics Own Smartphones
There has been a great increase in the ownership of smartphones. According to a recent study by Pew Research Centre, 64% of American adults now own a smartphone. This is a 29% increase from the first study conducted in 2011 when only 35% of Americans owned smartphones. Having a mobile friendly website will increase your chances of gaining the attention of these smartphone owners.
2. One Third of Online Traffic is Mobile
In the fourth quarter of 2013 internet browsing from a mobile device accounted for 31% of total web traffic. Further analysis shows that more than half (51%) of mobile traffic comes from organic search. This number is most likely to increase substantially with the recent mobile update from Google.
3.Time Spent on Mobile Devices is Increasing
In 2013, time spent with television was surpassed by time spent with digital media for the first time. In recent years that trend continued to increase. Below is a breakdown of the findings from 2010 -2014
4. Mobile Friendly Websites Increases Conversion Rates
Touch of Class an e-tailer decided to make their online store available to mobile users by launching an m-commerce store. The company saw a significant increase in conversions via the mobile commerce site. This case study proves that it is not only to have a mobile friendly website but to have mobile elements that makes it easy for visitors to perform transactions or more information quickly.
5.Google Click-to-Call Feature Extensively Used to Contact Businesses
According to research by Google and global market research company Ipsos, about 94% of users have found the need to call a business directly when searching for information from their mobile devices. This is irrespective of whether the listing has a click to call button or not.
These five points demonstrate the importance of being accessible to your target audience. Today people rely heavily on their mobile devices. As a business it is imperative for you to adapt and change with this trend if you want to be successful.