Zehnder Communications, Inc.

Respond Now or Rank Never: The SEO Argument for Responsive Web Design

Google changes its search algorithm — that is, the method it uses to sort and list websites within its search engine — more than 500 times a year. And although it’s impossible for anyone to keep up with individual algorithm tweaks, what we can (and should) do is stay ahead of overall search engine trends.

Because the more you optimize your website to align with search engines’ algorithms, the better chance you have of getting your brand’s website listed on the top of a search results page. This concept is known as search engine optimization, or SEO.

Lately, it’s become apparent that search engines like Google increasingly favor websites that are responsive. Responsive websites adapt to users’ screen sizes so that they display seamlessly across smart phones, desktops, and tablets. Recently, Google even announced a new mobile-friendly testing tool in an effort to encourage webmasters to make their sites responsive. 

Given that more online searches are conducted over mobile devices than desktop devices in the US today, it’s no surprise that search engines choose to display responsive sites higher on their search results pages than non-responsive ones. After all, these search engines operate to best serve their users, who are increasingly turning to their smartphones to find answers.

Why Responsive Websites are Crucial for SEO

With this in mind, it’s clear that responsive websites are the way forward for all brands in any industry. Here are three (of many) reasons why:

1. Responsive websites increase your brand exposure. As noted above, search engines like Google are more likely to place your brand’s website at the top of their search results page if your website is responsive. This means that responsive websites benefit from more exposure than non-responsive ones —exposure which is completely organic and free of charge, we might add.

2. Responsive websites build consumer trust and loyalty. As a consumer yourself, you’ve probably experienced the frustration of viewing a non-responsive website on a mobile phone or tablet. The frustration of navigating a non-responsive site will likely prohibit you from achieving whatever goal you were trying to accomplish — whether that be placing an online order or finding contact information for the brand. In the future, you might be less likely to engage with the brand or recommend it to a friend.

3. Responsive websites maximize your marketing budget. Websites in the US have seen a 20% increase in mobile’s share of total online sessions in the past year, making them just as important in the mobile world as apps and social media. Furthermore, according to a recent study by Google, one in three smartphone users has purchased from a brand other than the one they intended to because of information provided in the moment they needed it. With these statistics in mind, it’s obvious that your brand’s website is not only essential to your marketing strategy, but also to your company’s bottom line. Investing in the best — and most responsive — website today will most definitely pay off tomorrow.

Want a few more reasons to go responsive with your website? Get in touch with us to learn more.

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