There have been a number of misconceptions and half-truths circulating about mobile optimization, mostly as extremist responses to major announcements by tech companies like Google, and a panic that’s set in thanks to the rising trends of mobile use in most demographic segments. Fortunately, once you understand it, mobile optimization is relatively simple, and your site might already be in the clear. Still, there’s an ongoing component to mobile optimization—striving for a perfection that can never be reached—so there’s always more to learn about the process.
Here’s the simplest definition of mobile optimization you’re liable to find on the Internet: mobile optimization is changing your site to be as usable and convenient as possible for users on mobile devices. Ten years ago, mobile devices didn’t exist (or at least, weren’t popular), so most sites were designed specifically for desktop screens. Mobile screens, like those on smartphones, offer a handful of unique elements that desktop-designed sites can’t address:
Mobile optimization strives to fix all these problems.
You may be asking yourself what the benefits of mobile optimization are. After all, a good chunk of your user base is still accessing your site through desktop devices, and even those who aren’t can get most of the same experiences even on the un-optimized version of your site, right?
Consider these benefits of mobile optimization before neglecting the strategy altogether:
(Image Source: Google)
Let’s take a look at the factors shaping mobile user experiences, and how they relate to mobile optimization overall.
We’re in the middle of an era that revolves around mobile experiences, and it’s not going away anytime soon.
It was May of 2015 when Google announced that mobile searches had overtaken desktop searches for the first time ever. Now, we’re on an ever-accelerating upward trajectory, with mobile use still growing and desktop use starting to look more and more obsolete.
Why the steep growth? Mobile Internet access used to be nothing more than a novelty, to be used in rare circumstances by a fraction of the population. Coverage was limited, speeds were egregiously slow, devices were clumsy, and smartphones were only in the hands of the super tech-savvy. But slowly, tech giants have favored mobile use with innovative features like better touchscreens, voice-activated search, faster Internet, and better geographic positioning. Collectively, these improvements have led more users to rely on mobile devices, which in turn has prompted more tech companies to invest in mobile technology. It’s a self-perpetuating and exponential cycle with no end in sight.
Google is one of these forerunners of mobile technology, and they’re one of the biggest influencers of this steep rising trend in mobile use. The company unveiled its Voice Search product back in 2002, and local search started developing even before that, but they’ve been two major areas of development in the past decade. Voice search has become more intuitive, local search has been integrated with mobile, and most importantly, Google started giving ranking advantages to sites that ranked well on mobile devices. For a while, this was somewhat informal and unspoken, but back in April of last year, it took a massive leap forward.
Announcing the update nearly two months in advance, Google proactively warned webmasters that on April 21, it would be launching a massive update to reward sites that had been properly optimized for mobile and penalize those that had not. This was a rare move for the company, as most of its search algorithm updates came as undocumented, unannounced surprises that the rest of us optimizers had to scramble to try and crack. Now, Google heads were telling us exactly what to expect—more or less.
The search community went on a rampage, donning the coming update as “mobilegeddon,” and using it as an opportunity to wrangle up business from webmasters who hadn’t yet updated their sites for mobile devices, or how exactly to go about it. Some insisted that this reaction was overblown, and to a degree it was, but the impact of “mobilegeddon” was still significant.
It’s not impossible for non-mobile-friendly sites to rank today, and desktop searches weren’t hit as hard as mobile searches, but it’s still a significant difference to note. Without a mobile-friendly site, your SEO potential is seriously compromised—and that update is here to stay.
This has been a long and exhaustive guide, so if you’re looking for some key takeaways, these are the highlights you should walk away with:
Mobile is a segment poised for even more expansive growth in the coming decade. If you want your brand and your website to not just survive, but outlast the competition, you need to prioritize the experiences of your mobile audience.