Yesterday, the much discussed changes to Google’s algorithm came into effect, with the search engine giant expanding its use of mobile-friendliness as a ranking signal. With 69 percent of UK shoppers becoming “frustrated” with sites that are not optimised for mobile, it’s not surprising to see why Google has opted to make this change.

Google’s changes to its algorithm may prove to be a valuable call to arms for brands; recent research from the Internet Advertising Bureau (IAB) found that 10 percent of the top 250 brands in the UK are running mobile display campaigns without a mobile optimised site. In an age where UK adults now spend more time on mobiles than on desktops and laptops, retailers need to recognise the key role that mobile plays in the customer journey.

More than ever before, customers are relying on their mobile devices to search for products online, compare prices, purchase or reserve items or book services whilst on the go. As these customer trends continue, it is essential that brands implement mobile strategies to ensure they remain competitive. Tactics like local search optimisation not only help to create a seamless customer experience, they are also a valuable tool for converting mobile searches into in-store sales. With 50 percent of mobile users visiting a shop within a day of their local search, brands that do not offer a mobile and local search optimised website are missing out on a vital opportunity to drive in-store sales.

For SMEs, the changes are just as important, as a recent survey revealed that only 56 percent currently have a mobile- friendly website. Google has warned that they will start penalising brands that do not comply with the new update, but for SMEs this can be prevented if they act sooner rather than later. To help ensure businesses don’t get caught off guard, Google developed a nifty tool to test whether their site is mobile-friendly.

 

By Bruno Berthezene, ‎UK Country Manager of Solocal Group. 

PrivSec Conferences will bring together leading speakers and experts from privacy and security to deliver compelling content via solo presentations, panel discussions, debates, roundtables and workshops.
For more information on upcoming events, visit the website.

comments powered by Disqus