If you Google something on your mobile device or desktop, do you get the same search results?
The answer: yes. But not for long.
In November of last year, Google started testing a split search index: one for mobile and one for desktop. In order to help reduce bounce rates for desktop sites not optimized for mobile, Google is working on having a mobile index, which will be the primary index, and then a secondary one for desktop sites.
With mobile traffic overtaking over desktop, it appears Google is looking for opportunities to give mobile users faster search experiences and fresher content on their devices. If your site is not optimized for mobile, it is less likely to show up in your customers’ search results, meaning your traffic will likely decrease.
What should you do?
The first step is to evaluate the performance of your site. It has to be fast, mobile-friendly, and engaging. This is what Google is looking for, and what keeps your customers loyal. Test how mobile-friendly your site is here.
What do you need to be mobile-friendly?
If you think going responsive is enough, think again.
Responsive does a great job with fitting your content into different screen sizes. But it doesn’t help your site run faster and it doesn’t give you the tools you need to optimize for mobile users.
Google is looking for your mobile site to make it easy not just to search and browse on your site, but to complete tasks such as making a purchase, too. It is also looking for engaging content that is optimized for mobile.
And, finally, speed is a key factor. Accelerated Mobile Pages (AMP) are the new standard for speed. (If you’re not sure what AMP is, that’s ok! Click here to learn more.) Speed is critical because 40% of web users will abandon a page if it takes longer than 3 seconds to load.
The answer to getting that highly optimized site for mobile is to look at Progressive Web Apps (PWA) and AMP technology combined.
AMP greatly reduces initial load time, while PWAs provide a high-speed, app-like shopping experience with interactive mobile content and reduced form friction at checkout. When your customers arrive at an AMP, the more complex PWA (i.e. the majority of your mobile commerce site) loads in the background, making the whole experience incredibly smooth and fast. Time to interaction is greatly reduced, and with our UX best practices applied throughout, customers will be converting in no time.
Ignoring the mobile reality that we now live in will likely result in a decline in your traffic. Your customers are searching and browsing more and more on mobile, and once Google implements a split index specific for mobile users, you will miss out on millions of dollars of revenue.
If you want to learn more about how these changes will affect your business, reach out to us a firstname.lastname@example.org