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Under the most recent change in how google decides to place sites in its search ranking (the ‘algorithm’) websites that are not optimised for devices such as tablets and mobile phones will rank much lower.
“Google changes the goalposts every now and again, often without any real notice. This is one of those times,” says Oliver Hopkinson, an SEO expert who works at SwitchMyBusiness.com. “Those who have not thought about non-desktop users will now urgently have to do so. The PPC auction system is quirky in that the highest bidder does not always win – you should always try to make your site as easy to use as possible, with the user at the heart of everything you do.”
There are three main options for making a website mobile optimised and all businesses must choose one to avoid being penalised by google:
Creating mobile optimised websites can be a very expensive business. B&Q, for example, recently spent around £60 million on a new site. Those without a dedicated IT expert in house may look at such massive spending with envy and frustration. But Hopkinson says that smaller business actually have an opportunity to steal a march. “Smaller businesses tend to have simpler sites so can make changes a lot faster. Having just one or a few decision-makers means the update process can be a lot quicker. That offers the opportunity to take business from bigger rivals that cannot act so fast.”
There are a few straightforward tips that should make the process a lot more straightforward:
To find out more about building an online presence, see our comprehensive guide.
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