The Internet Consultancy Group

What are the advantages of a Mobile Friendly Website

Image of user browsing an ecommerce site on their mobile device

Improved User Experience

How painful is it when you get to a website on your mobile device and you have to zoom in to click a link, read the text and view the images. Not only is the viewing an issue but what about the speed of the website, it is painfully slow. A mobile friendly website is designed specifically for the different screen size and shape, greatly enhancing the browsing experience for users on various mobile devices.

When your users access your website via a mobile device you want to ensure that they get the best possible experience when visiting your website and can get the information they need to easily and smoothly. The whole experience should be seamless no matter if they are on an iPhone, iPad or on their desktop/laptop.

Easier Navigation

Building on improved user experience, a mobile-friendly website also makes site navigation on a smartphone or tablet much easier.

Improved Mobile Search Rankings

From an online marketing standpoint, creating a mobile version of your existing website will improve your search engine rankings when people search on mobile devices. The major search engines give preference to mobile-friendly sites in their mobile search results, so creating a version of your site that is optimized for mobile web browsing is absolutely necessary if you want to outrank your competition. On the backend, the same search engine optimization principles apply, but with a few minor adjustments.  For example, keywords are still very important, but with keyword searches done on mobile devices generally being much shorter than on desktop computers, mobile optimization techniques should focus on one- to two-word searches, rather than long-tail keyword phrases.

Lower Bounce Rates

In google analytics it shows the bounce rate and the majority of the bounces we see are happening when a user comes to the website on a mobile device. You will see a much less bounce rate once you have made your website ‘mobile friendly’.

Increased Mobile Conversions

All of the immediate benefits mentioned above are exponentially more beneficial if they lead to some type of user action. While your standard website may exist to provide background information to visitors in addition to leading to a conversion, a mobile site is designed specifically to drive users to action. This action may be a contact form completion, coupon download, actual online purchase, or an in-store visit. With a properly optimised mobile version of your website accessible to potential customers, the opportunity exists to capitalize on in-store mobile searches, or those conducted directly at the point of sale.

Google Sends Mass Scale Warnings To Non-Mobile Friendly Web Sites

Earlier this year Google sent out a notifications via email and Webmaster Tools warning sites that are not mobile-friendly that it will cause issues for them if they want to rank well for smartphone users.

Google is sending mass notifications to webmasters who has websites that are not mobile-friendly. These notifications contain the subject “fix mobile usability issues found on…” It then goes on to explain that these sites have critical mobile usability errors on 100% of the pages on the site and thus the pages will be “displayed and ranked appropriately for smartphone users.”

These notifications are being sent via Google Webmaster Tools and via email. It is also being sent to sites that are simply not mobile friendly at all and typically, the webmasters know their sites are not mobile friendly. What we have here is Google reminding these webmasters their sites are not mobile-friendly and issuing a warning that the pages won’t rank well in mobile search.

There are clear signs that a new mobile ranking algorithm is about to launch at Google. Google told us they are experimenting with it since November. They also launched a mobile friendly testing tool, mobile usability reports in Google Webmaster Tools, and mobile-friendly labels in the search results.

Google Mobile Friendly Example

This seems to go beyond the broken mobile site penalty Google had in 2013. It also seems to go beyond having problems with your mobile-friendly site – where it is targeting this communication to sites that are knowingly not mobile-friendly.

Typically, these are all signs of something big to come on the algorithm side. But we have not been able to get a confirmation from Google on this as of yet.

Here is a copy of the email sent to webmasters:


How To Make Your Content Work Harder

So you want to be seen and heard, you want your website to be found and you want to make an impact out there? Of course you do, that’s why you’re writing the content in the first place!

Your content is the first and most important component of building a thriving online audience; outstanding content is crucial to attracting visitors and can play a massive part in gaining high search engine rankings.


Creating that outstanding content is not as difficult as you might believe, you simply need to think about what your visitors want and what search engines need.

Make your content work with these 6 tips:

  • Quality matters

    If you don’t believe in your content and don’t find it interesting then your readers won’t either.

    Unique quality content has always been necessary, but as a few of you can probably testify after the recent Google changes, it’s now more important than ever. Make your content your own by injecting your own thoughts and unique personality into your articles. Google places greater value on unique content and your audience will always prefer an article written with passion and personality, so let your thoughts and uniqueness shine through!

  • Quantity is important

    Content is important for search engines and the more good content you provide the better. However, the attention span of most readers is pretty short, so make any content interesting, focused and attention grabbing.

    Focused content will also naturally include your keywords therefore having the added advantage of satisfying the search engines, leading to that sought-after high ranking without reducing the quality of the content.

  • Easy to scan

    It’s not enough to create real value, your posts must also be easy to scan.

    With so much information and competition online you need to help readers find what they are looking for quickly; use proper headings, keep paragraphs short and add bullet lists to organize information and to keep your posts targeted.

  • Easy to share

    Not only do you want people to read your content but you also need them to share it.

    Writing great content that is worth sharing is a good start but you also need to make it easy to share, so ensure the social media share buttons are in an obvious place. Content shared through links and tweets will give you a bigger audience, so go ahead and self promote a little!

  • Regularly creating NEW content

    Create new content on a regular basis. Sites need to grow rather than remaining static, so keep writing. Stuck for ideas? People love ‘top tips’, ‘how to’ articles and ‘step-by-step guides’, and I think I’ve already mentioned that search engines love content!

  • Naturally link

    If it’s useful and will benefit your audience then link to it naturally within your content. Don’t over-link your keywords though, as this can be very annoying to your readers. Relevant cross-linking throughout your blog posts will have a positive effect on your Search Engine rank.

At the end of the day its all about… Quality

Always remember that quality matters… the quality of your content is absolutely imperative to both your readers and your Search Engine ranking.

What do you feel is important when it comes to writing content? I’d love to hear your thoughts and what has worked for you.