Slowly surpassing desktop usage, the use of mobile devices has increased exponentially over the years. Smartphones, tablets and wearable technology is becoming the new ‘norm’ these days to search the internet. Unfortunately trying to view a web app or website from one of these devices isn’t always a great experience. Creating a website version for each of these resolutions and devices is impractical.

To handle this change, both large and small businesses have moved towards responsive or adaptive design. Wondering if your website should also be optimized for mobile? With Google’s mobile algorithm on April 21, 2015, now is more reason than ever to re-evaluate your website’s goals and ability to reach customers.

1. Only One Website Needed

You should only need one location to view a website. When going to a website with a separate mobile website it’s like having an interpreter. Because it is duplicate content, something ‘gets lost in the translation’ between mobile and desktop. The responsive site eliminates this creating a seamless experience.

It also sets you up for a longer website initiative. It will take less time in the long run when the site needs to be updated since only the one site will need to changed.

2. Google Prefers Responsive Design

Google prefers responsive sites versus mobile sites when it comes to search engine optimization. Mobile sites require a different URL for it to crawl and index multiple versions of the same site.

You can still create mobile website pages, but you will need to use rel canonical tags to tell Google which page they should account for in rankings since you will have duplicate content from your mobile and non-mobile website. This is why it’s just easier to have one responsive site that covers all of this.

3. Best User Experience

A well put together responsive web design is the simplest way for users to interact and funnel through a website. Not having a responsive site does not create an optimal user-friendly experience. Most likely that person will leave the site never to return again.

Google takes those bounce rate metrics into account in 1 of their 200 ranking factors. So you want to give the user the best UX design possible to help lower your bounce rate and provide the best calls to actions.

Users should have a seamless experience when navigating through the site and you will easily find things whichever device you decide to use. They need to be able to read text, fill out forms, and get to the content they want to see without any frustrations on your site. If a user has a positive experience on your responsive site, they are more likely to stay, not bounce back to the search results, and convert into a buying customer or lead.

Stay ahead of the game! If more and more users are using their mobiles devices to search and make purchase online, you will need to cater to this audience by creating a mobile-friendly site, like a responsive design. It is becoming the go-to format for web design companies and quickly gaining popularity.

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