Curiously the retailer had a mobile friendly website. The problem wasn’t caused by a lack of mobile design, but because Next didn’t automatically redirect mobile users to their mobile page. As a result of this significant oversite, Google deemed the website as “Not Mobile Friendly”, pushing it down the mobile search pages. It goes to show the importance of getting mobile right. You might think you’re home free with a mobile friendly website, but as we can see from the case with Next, this isn’t always true. This is no isolated case. Other early losers include the Huffington Post, Dell & Reddit. Despite the evident affect Google’s Mobile Update has had on businesses, there are still Fortune 500 companies yet to respond. Ahead of Google’s mobile update on April 21, just 52% had a mobile friendly website.
6 Months later, not too much has changed. Valero Energy, Berkshire Hathaway, McKesson, Fannie Mae and United Health Group still fail to pass Google’s Mobile Friendly Test. Each passing month means more lost traffic and potential lost sales. More than 50% of searches are now performed on mobile a device, that’s a big percentage!
Non-Mobile friendly pages drop an average of 5 placesAccording to data from Smart Insights, non-mobile friendly pages have dropped an average of 5 places since Google’s Mobile Update in April. When you consider that 67% of clicks go to the first 3 results you can see just how much businesses have been hit. If you were once 1st, 2nd or 3rd without a mobile site you’re going to lose a lot of clicks. Businesses that were once on the first page could be pushed back to for 2nd and so on.
Typical Effects over 6 MonthsLet’s imagine a local plumber who gets a third of their sales from their website.
- Each month their site generates 10 customers who all come from Google searches.
- Before the update 4 of these customers visited the site from a mobile device.
- On average every customer is worth about $300 to the business
How should you respond?If you are worried about the effects of Google’s mobile update on your business there are several low cost options which won’t make you fall off your chair:
- Make your site mobile responsive – If you have a website that isn’t mobile friendly, the best option is to invest in responsive design. Depending on how complicated your website is it can be made responsive using the existing design and layout.
- Create a non-branded mobile version – A quick fix which will translate your content & pages into a mobile friendly version. Generally these aren’t branded well and don’t offer much flexibility.
- Re-design your site to be mobile responsive – In many cases it’s not much more expensive to re-design your entire site to be mobile friendly from the beginning. It’s a perfect opportunity to breathe new life into your site and utilize some of the latest web design practices. Elvin Web Marketing builds fully responsive, mobile friendly & SEO tagged websites from just $500. Call us to discuss your options: (203)882-0171