TL;DR:
Google's mobile-first index is here, favoring mobile-friendly websites. Your site doesn’t need to look identical on mobile and desktop, but both versions must share the same content. If you still have a separate mobile site, it’s time to consolidate into a single, responsive site.
Back at Pubcon in 2016, Google’s Gary Illyes dropped a bombshell about their plans to prioritize mobile-friendly websites in search rankings. Fast forward to today, and that shift has finally reached the doorstep of local businesses. SEO Twitter exploded with notifications as Google rolled out this significant change to smaller sites, marking a pivotal moment in local SEO.
You might be wondering, “What does this mean for me?” Well, it means that if your site isn't delivering the same content on mobile and desktop, you're likely to face a drop in search rankings. It’s not about having the same layout; Google wants users to access the same core content, regardless of the device they're using.
“Those of you with mobile-responsive sites shouldn’t see an impact, but anyone with a separate ‘mobi’ site redirected from the desktop version certainly will.”
Think of it this way: the mobile-first index rewards businesses that have embraced the mobile experience. If you've been dragging your feet on optimizing for mobile, consider this your wake-up call. A solid two-year heads-up has been provided, so there’s no excuse for not having a mobile-responsive site by now.
Key Considerations for a Mobile-Friendly Website
User Experience:Mobile and desktop experiences differ vastly. If users spend less time on your mobile pages or struggle to navigate, Google will notice—and penalize you for it. Ensure your site is user-friendly on smaller screens.
Text Spacing:Your text needs to be easily digestible on mobile devices. Large paragraphs that look great on desktop become overwhelming on mobile. Break it up, keep it concise, and remember: short and sweet is the name of the game.
“The flowery wordsmith in me kind of resents the mass move away from longer sentences, but this is the world we live in now.”
Mobile-Friendly Fonts:Ensure that your fonts are readable without users having to squint or zoom in. A minimum font size of 14 should be your baseline for a smooth reading experience across devices.
Mobile Parity:Google expects the same content and links to appear on both mobile and desktop. This means if you’ve hidden or redirected elements for mobile responsiveness, it’s time to reevaluate. Yoast’s guidelines on mobile parity can help you get it right.
Always Be Testing:Digital landscapes are constantly shifting, so don’t rest on your laurels. Regularly test your site’s performance on various devices. Larger sites might encounter unique pages that need special attention to maintain their mobile rankings.
“In order for that page to rank in the mobile-first world, you need a solution that presents the same content to both desktop and mobile users without compromising the mobile experience.”
Has Your Site Been Affected?
It’s still early in the rollout, but if you’ve noticed fluctuations in your mobile rankings or traffic, now’s the time to act. And for a streamlined way to monitor your local rankings, check out BrightLocal’s Local Rank Tracker tool.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing so you can focus on what truly matters: growing your business.
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