If a company wants their site to compete on today’s Web it is clear that the site must consider mobile devices and deliver an optimal experience to all devices and screen sizes. The way this is done is by building that site responsively.
For many companies, the reluctance to go responsive is due to financial reasons. Responsive is not something you “tack on” to an existing website. As such, to build a website responsively, that site needs to be redesigned and rebuilt. This requires an investment which is something that many companies have been unable to afford – hence the hesitation to take this responsive leap.
Thankfully, as responsive web design has become more and more popular, taking its place as an industry standard, It has never been easier to go responsive than it is today.
In the past, responsive websites were hand-coded – a process that is time-intensive and costly. While many responsive websites are still built this way today, there are a number of alternatives available now as well. A number of existing website frameworks exist that include responsive layouts.
These frameworks allow you to get up and running with a responsive site much faster than if you have to build that site from scratch.
In a recent announcement, Google made it clear that they intended to expand on their use of mobile-friendly labels. The early part of their new announcement said:
“As more people use mobile devices to access the internet, our algorithms have to adapt to these usage patterns.”
That announcement goes onto state that:
“Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.”
Wow. It doesn’t get any clearer than that! Google is making a change that, in their words, “will have a significant impact in our search results.” This essentially means that sites that are built responsively to be mobile-friendly will be rewarded for taking those steps to best support all devices.
At the same time, sites that have not made this investment in their mobile audience will start to be penalized and or blacklisted for their lack of mobile-support. Now, more so than ever, it is essential that your website is a responsive website and Google compliant.