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Find out how mobile-friendliness affects you and your digital marketing strategy.

Google states that from April 21, it will expand its use of mobile-friendliness as a ranking signal to all languages worldwide. Find out how this affects you and your digital marketing strategy.

As technology develops with the likes of the smartphone, tablet and games console, businesses need to think more carefully about their digital marketing presence and how therefore their site looks to consumers on mobile devices. This is made even more relevant given Google’s recent announcement that “Mobile-Friendliness” is now a ranking signal.

Mobile continuing to rise

It’s hardly surprising that Google made its announcement. The percentage of users accessing the Internet by mobile devices is on the rise and Google’s complex algorithms need to adapt to keep pace with these changes. A recent report from comScore shows that we’re now past the mobile ‘Tipping Point’ meaning that in 2015 the majority of digital media consumption now takes place in mobile apps. ComScore’s report from a year ago, shows that the majority of consumers are “multiscreening”, accessing retail sites on mobile or desktop, so creating a consistent browsing experience across devices need to be employed. This means that your digital marketing strategy must focus on ensuring that your website design is completely mobile friendly. If you are not sure and want to find out, you can test a few pages here using Google’s Mobile-Friendly Test.

Responsive sites and page ranking

Having a responsive website design (a site that is built to adjust based on what device a user is using to access your content), is an essential digital marketing exercise. Not only because users are more likely to engage with your content (increasing the chances of converting a visit to a sale), but also because of its impact on a website’s page rank. Page rank is a crucial aspect of digital marketing and allocating time to a well designed and executed Search Engine Optimisation (SEO) strategy can pay dividends. If carried out well, it will ensure that your pages are nearer the top of the Search Engine Results Page (SERPs) and therefore raising your brands digital presence.

What does the future hold for SEO?

A recent paper published by XL Dong a research scientist at Google suggests that another ranking signal Google may utilise in the future is Knowledge Based Facts (KBF) or to put it more simply, the correctness of factual information. In a nutshell the paper suggests that a source that has few false facts would be deemed accurate and therefore trustworthy and through complex computational models this would be applied to the site in order to determine page rank. The knock on effect for SEO is that links, which have historically been used as a major indication of relevance, would no longer be deemed reliable. In fact the opening paragraph of the paper pretty much questions links as a valuable signal for assessing page quality. You can read the full paper here.

Mobile marketing now needs to be at the forefront of anyone looking to develop a solid digital marketing strategy. If you are looking to develop a website design that is fully optimised for mobile then get in touch with us today.

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