Responsive Web Design - Why It Is important For Website SEO & Search Page Rankings
More websites are now loaded on smartphones and tablets than on desktop or laptop computers, a fact that underlines how computing is rapidly shifting to mobile devices. The growth of high-speed mobile networks, more powerful smartphones and first-time sales in emerging markets have seen smartphones become many people’s most important, or only, 'computer'.
More than 60% of all web searches are now done via mobile devices and nearly 50% of these searches have local intent. Users are five times more likely to abandon the task they are trying to finish if the site Is not optimised for mobile use, with 93% saying that they abandon a search that does not meet their needs.
Unfortunately, many small businesses have older websites that are not designed for phones and tablets, even though research has found that 90% of mobile searches lead to positive action being taken.
As more people continue to use their smartphones, tablets, and other mobile devices to browse the internet, it has become increasingly important to create responsive websites that operate on multiple platforms. A responsive website is one that automatically scales to the viewer's screen size where the images, text, navigation and graphics readily adapt.
The importance of mobile-responsive designs was confirmed when Google announced that search engines were going to reward responsive websites with higher placed search page rankings. The Google algorithm now promotes mobile-compliant sites in search rankings to the detriment of non-compliant sites.
Search engine optimisation (SEO) refers to the process of improving traffic to a given website by increasing the site's visibility in search engine results.
Websites which are mobile-friendly and responsive can improve their search engine optimisation by ensuring that they have high-quality content which is original, authoritative, factual, and engaging to users. A website which has been optimised will generate more traffic and the site will appear higher in search page results for information that relates to the site’s offerings.
Responsive Web Design (RWD) involves creating web pages that render well across a variety of devices and screen sizes. In this way, web designers are able to create a website experience that accommodates the many different ways users access and interact with websites.
This means it is essential for website owners to have websites that are accessible and easy to navigate, even on a small screen such as a tablet or smartphone.
A responsive design puts users first, makes it easy for them to engage with a website, and it indicates to Google that the site is built for search on any device. Google favours and prioritises websites in search engine rankings that are optimised for mobile devices.