Frictionless experiences.

Google would have been rather unhappy with your website if it wasn’t mobile responsive as of 21st April 2015. So much so that they actively discriminate against yours in their search results. It was been termed Mobilegeddon, and we’ve been warned it was coming for quite a few years.

Google is committed to providing a frictionless experience to mobile users. Websites and landing pages that are not meeting the standards that Google has set are being pushed down in mobile search results. The message is clear: ignore Google’s mobile standards at your own peril.

It affects your PPC effectiveness too. It’s a factor in determining Quality Score. Marketers who have built mobile-friendly landing pages in response have been rewarded with winning more auctions and getting more clicks.

Act responsibly.

Analytics evidence demonstrates that mobile sites have much better conversion rates. They load faster and are easier to navigate. Responsive web design is an approach that’s aimed at creating a website that has the optimal viewing experience no matter what the device screen size is. It will be easy-to-read and the navigation and layout responds automatically with a minimum of resizing, panning, and scrolling.

Responsive websites by their nature will resize themselves across a wide range of mobile devices and device sizes – from large desktop computer monitors to tablets, phablets and smart phones.

A responsive website design will automatically adapt the page layout to the screen size by using fluid, proportion-based grids, flexible images, and CSS3 media queries.

This isn’t just about making Google happy. The reason Google wants you on board is to ensure you’re providing a great experience for your mobile users. If you concentrate on making that experience one they find useful, informative and delightful, the rest will fall in place.

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