Ben Dickens, February 6, 2015
Ah, finally, Google is making the move we knew was coming! The search engine giant is shifting its focus onto mobile and responsive websites, pushing for better user experience on portable platforms. With mobile internet use on the rise, it makes sense; Google is moving with the times (or leading them).
The problem is, not all marketers have done the same. So when Google recently sent out a warning (via its Webmaster Tool) to sites which have problems when displayed on mobile devices, a lot of webmasters would have broken into a sweat and wondered what Google was really getting at.
For DVO, this move took place about two years ago, when we first started pushing all of our assets to be responsive. It has now become more important than ever given the fact Google has turned its sights onto this aspect of digital content.
Google’s warning is likely to be its version of a ‘notice period’. Many marketers predict that the search engine will implement a new mobile algorithm soon that favours websites which are optimised for this platform. All sites need to shape up or risk being wiped off mobile search results.
The statistics behind user internet behaviour warrant Google’s move. In 2014, internet usage on mobiles overtook desktops. In China, it has now surged to a staggering 86%, and the rest of the world is following.
What’s more, according to Deloitte’s annual Technology, Media and Telecommunications (TMT) Predictions report, 2015 will see a 1000% increase in the number of mobile retail payments. For brands who are not prepared, this could have devastating impact on website traffic and sales.
Clearly user experience is at the forefront of Google’s mind. As the online media landscape fragments even further, marketers who stay on top of it will be rewarded, as will their clients.
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