In today's market, your website is the most important marketing tool you have. I doubt we need to convince you of that. You already know you need to be where your customers have easy access to you, and that's clearly the internet.
However, the internet of 2017 no longer resides on desktops and laptops. It's a mobile internet. And that's the internet Google has concluded it must serve to stay competitive. As a result, if you handle your website as if you lived in a mobile-only world, it fosters relevancy and ranking in Google's search machine.
Your three big questions for 2017 are:
Your answer to all three questions needs to be, "Very friendly." Otherwise, you won't be competitive in the mobile-first world Google insists you must adapt to.
Gone are the days you can depend upon pinch and zoom to render your website mobile-friendly. Nor does having a separate mobile-friendly version of your website work well today.
Imagine the website visitor who accesses your website from both mobile and traditional devices. Few people like to find their mobile experience differs significantly from what they are used to on their computer. That's why using a responsive design is so much better. Sure some things have to move around, yet the experience is cohesive. And visitors don't miss out on content because it wasn't deemed 'mobile-friendly.'
There are other things to look for as well.
Finally, you want to test your website on as many mobile platforms as possible. See how your website looks on an Android tablet and an iPad. Compare the results on different models of Android, iPhone and Windows phones. Everything won't be exactly the same; however you'll want to ensure you're user-friendly no matter what your visitor's prefered device may be. We recomend using a tool like Google's Mobile-Friendly Test page here.
Having a responsive website doesn't guarantee your videos are responsive. Fortunately, this can be an easy fix. If you use YouTube to host your videos, the embed code ensures your videos are responsive to mobile devices.
However, this may not be true if you're using a different hosting solution. It's worth making sure your video hosting has upgraded to responsive delivery. If they haven't, it may be time to find a new solution.
Responsive video is an essential strategy. Make sure your website is delivering a positive experience when visitors click on your videos.
If you're using social media, and you should be, it's time to recognize that mobile is where people are viewing their social content. If 92% of Pinterest users were mobile in May 2014, that's not a number that's likely to have dropped. It shouldn't surprise you that Twitter users were 86% mobile by May of 2014. That platform is a natural fit for people who find texting large blocks of content exhausting.
Facebook users have gravitated to mobile as well. In 2014, 68% were using mobile. By 2016, 51.7% were using their mobile device exclusively to access their Facebook accounts, and 90% of the most active users were using mobile.
Our portable devices offer us a way to fit in some social connection time while you're on the go. And they've also transformed our travel and shopping experiences. Recognizing this can become one of your strongest social marketing assets.
Because mobile is in many ways more personal than a desktop experience, it's even more important that you respect the privilege of serving content in the mobile environment. To ensure you're doing that, ask:
No matter how mobile-friendly your website seems today, don't assume today's mobile-friendly will be tomorrow's. As new devices enter the market, you want to run tests to ensure your website continues to deliver a positive experience. Keep your website on top of the technology. It will reap benefits in a world that's going to stay mobile and possibly become almost fully mobile. If you want more information on mobile and how it has redefined the consumer decision journey download our eBook below.