How expand your business revenue when mobile search exceeds desktop?

Marina Astapchik
IT Trends Research Specialist
July 16, 2015

There were plenty of assumptions concerning a tectonic shift in the Internet landscape. Mobile search was expected to overtake desktop queries some time in the nearest future. These suggestions got serious when in November 2014 the search giant Google took first measures to improve the way it delivers mobile-friendly search results to users. It created its own mobile friendly testing tool which would assess the site against a set of criteria. If the site wasn't determined as mobile-friendly, Google sent its owners a warning where it hinted at the fact that the site can end up being demoted in mobile search results if nothing changes.

Now we see that mobile search top desktop. So it is high time businesses seriously considered embracing and solidifying mobile Web strategy. Let's have a look on how businesses can take advantage of mobile search surpassing desktop one.

So as to create mobile versions of the website you can use the following technology solutions:

1. A separate mobile-specific site. This option provides the user with a completely separate mobile site.

2. Dynamically served websites. In this case the same URL is provided for desktop and mobile. However, as soon as the user's screen and device have been detected, the Web server determines whether to show a mobile-optimized or desktop version.

3. Fully responsive websitesResponsive web development also presupposes the same URL and code being served to the user as it was described in the previous option. The significant distinction is that it does this faster. Also, it is done on the client side with the help of cascading style sheets (CSS).

As a matter of fact, it's crucial that the exact same URL is given to the user regardless of whether he view it from his mobile device, desktop or tablet. The consistent URL structure will make your website trustworthy, boosting your site's search and increasing social reputation. It is likely to cause the opposite effect in case page authority is being split between two different addresses with the same content.

It's also critical to use the service of responsive web developers. Manipulating the site using pinch-and-zoom approach is becoming out-of-date. A responsive web developer will come up with the responsive web design for mobile devices which will allow your site to adapt to different screen sizes. Thus, user experience will become better.

Another thing you have to take into consideration is speed. If a website doesn't load rapidly, it can result in high bounce rates. High bounce rates, in their turn, have a negative influence on user experience, social visibility and search rankings. That is why when developing your mobile friendly website, make sure that the targeted load time of the most significant content on the page is one second or even less. It's rather challenging to ensure that the complete page is loaded in under one second. You can apply technical solutions that break up parts of the website into chunks. Thus, the most important content on the top of the page will load fast while the rest will load afterwards.

It can happen so that the mobile site can be responsive and load quickly but at the same time it won't funnel the user towards a particular end goal. In this case your business needs will be underserved. To avoid this, think over the placement and design of your calls to action in a mobile-optimized version of your site.

Nowadays world is mobile-oriented. However, a lot of small businesses don't know how or don't yet have the resources to leverage the opportunities mobile offers. That is why it's highly possible to gain a competitive edge by using a mobile responsive web design, prioritizing fast loading of the most important content on the page and emphasizing the conversion funnel with accurate calls-to-action on the mobile view.

Poshberry Responsive Website Case Study

Industries and Technology Areas

Industries: IT

Technology Areas: mobile application development, mobile responsive web development

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