Responsive design has been a hot topic over the last few years and we’ve noticed a sharp increase in the number of enquiries from clients looking for “responsive web design“. Often, the buzzword seems to be something clients know they should be including in their brief but still aren’t sure what mobile has to offer. If this sounds like you then keep reading…
Earlier this year, Google announced that mobile searches had finally overtaken desktop. Although this seemed inevitable, it was a huge development from a marketing perspective affecting SEO, PPC and other marketing practices including responsive web design.
Mobile searches in Google for August 2015 alone is estimated at over 11 billion search queries.
For many people, organic search (SEO) traffic is the main driver of visitors to their website. So, knowing that the majority of visitors and customers are now likely coming from a mobile, ensuring your website works effectively across all devices is paramount.
With usability being a key concern, Google have introduced many mobile specific parameters into their algorithm. Remember “mobilegeddon”? Or have you seen “mobile friendly” appearing in your results pages? There are many examples of this including (predicted) ranking factors that now all focus around mobile. This broadens the scope of mobile to be more than just about conversions – there are also technical requirements in order for your website to rank well in search engines.
These same principles also apply to paid search. Mismanaged AdWords accounts are prone to wasting budget targeting mobile when sites don’t offer a good mobile experience. Additionally, ads themselves can be specifically tailored to suit mobile audiences affording extended budgets and better CTRs leading to improvements in CPA and ROI.
Whilst building a website to be responsive offers huge benefits, the full value of marketing to a mobile audience involves revitalising your whole digital marketing strategy.