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How to survive Google’s latest change

One thing that Google is great at is keeping us Marketers on our toes with their changing formula for ranking web pages.

It’s no secret that Google favours sites that are mobile optimised, and there’s no wonder.
Consumers use their mobile devices more than ever to communicate, manage their workload and read content. In 2016, for the first time, mobile search activity is expected to exceed desktop search for the first time.

So what can you do to make sure your site isn’t at the bottom of the rankings?

The first thing is to check that your website is truly mobile friendly or responsive. There are some other actions you can take to ensure that your site gets favoured.

Ditch old technology

If your site has not been updated over the last three years, there a good chance you may have some flash elements or animation/video plugged in. Google doesn’t like this and its best to eliminate anything such as Flash from your site.

Size matters

Your mobile device might display desktop images, but there is a chance those images may consume more battery power or data during a download. It is always advisable to ensure website images account for mobile device rendering, Voila! It is well worth remembering that page load speed is checked by Google, and large images are a no-no.

Say no to ‘Pinch and Zoom’.

A simple way to verify if your website is mobile friendly is when the site eliminates the need to pinch and zoom while browsing on a mobile. While a mobile device can display images, what is crucial to remember is that the user experience is very different when browsing on a desktop. pinchZoom

If a user has to pinch and zoom to find information, the website stands to lose that visitor, or at worst a customer. Sites designed with the user’s mobile experience in mind get favoured in the new algorithm.

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Tailor to touch

A crucial element of a successful mobile website is to ensure that links, buttons, and call to actions are easy to tap by the user. Many people like to browse and complete an action with one hand. Use the handy picture to ensure links and buttons get located on the bottom right and the red area is used for branding.

If you can nail the suggestions above, there’s a high chance Google will consider your site mobile friendly. You can check your site meets Google’s mobile-friendly specifications here, or give us a shout if you need further help.

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