So, we've already let you know that these next changes are coming but we're sure you want to know exactly what you can do to stop them impacting your website's SEO ranking too negatively - right?
If the answer is yes, then look no further...
Last week we informed you of these updates which will be focusing on changing the way SERPs (search engine results pages) will rank websites which are being searched for from mobile devices.
The results will differ based on whether websites are mobile friendly.
Searching for 'thrive marketing aycliffe'? We will rank higher than any other website with those terms (because that's what we are) but also because our website is optimised for mobiles.
Google wants to start further rewarding - on the back of previous algorithm updates last year - those websites who are actively improving the search experience for users.
Last year, Google focused on those adopting content marketing strategies and this year it is all about mobile design!
What You Can Do to Combat the Effect of Upcoming Algorithm Changes
Check whether or not your website is already responsive / mobile friendly (check here for definitions of the two).
If you aren't sure, speak to Thrive by tweeting us at @ThriveHQ, request your free Thriveability Index which will rank your website's capabilities including mobile design, or email hello@thriveability.co.uk for a FREE consultation about your website design / SEO.
Google are now actively looking for mobile friendly configurations that can be achieved with one of the three following set-ups:
1. Responsive Design
This is the #1 recommended design pattern from Google, as it doesn't create two copies of the same site. By having a website with only one URL, it improves usability for the visitor and means that websites can adapt to various screen sizes and software capabilities, i.e. from an iPhone to a desktop computer.
2. Dynamic Serving
A dynamic serving keeps the same URL - like responsive design - but the HTML does change. Google suggests this technique can prove to be error-prone as the process 'figures out' what kind of device the user is viewing and adapts the appropriate view (but mistakes can be made).
3. Mobile Website
This is one of the earliest versions of mobile optimisations and still meets Google's requirements today. Upon a new user arriving, the configuration tries to detect the users' device and then redirects to the appropriate website, using URL redirects.
The reason this isn't recommended as a responsive design set up is because it requires you to maintain two versions of your content (doubling the amount of crawling that Google then has to do to rank your site). In addition, it can be disruptive for visitors who click mobile links which have been shared on social media or via email, while they are viewing from a desktop computer.
3 Reasons Why We LOVE Responsive!
1. Website visitors like it
From a visitor's standpoint, responsive is more or less seamless - yay! With the same URL and the same HTML (content) it just adapts and gets re-proportioned depending on the visitor.
Consistency is something we love and responsive websites are exactly that.
2. Google likes it.
Google loves it for a number of reasons. Firstly, it saves resources when the Googlebot crawls your site to rank your URL, helping Google to index more content and increases the efficiency of Google's operations. It also helps Google algorithms more accurately assign indexing properties (without having to check in two different places).
3. Marketers and web owners like it too!
A responsive website means only one piece of every content needs to be produced and there is no need for multiple pages for the same content. It also requires no redirection of users depending on device, therefore speeding up website load times and faster sites lead to more conversions!
'What do I do now?', we hear you ask!
Of course, in the past, marketers and SEO experts have likened Google Algorithms to life changing episodes and for some poorly curated websites they can be.
As long as you have a solid and reputable content marketing and search strategy in place, there really shouldn't be much to change.
Modernising your website is necessary at least once a year to keep up with ever-advancing trends and technologies, so Google Algorithm updates are most likely just giving you that reminder you probably need to update!
Any updates and changes you make that positively impact search ranking can only be a great thing for business after all...!
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