I want to talk about a thread I saw in one of the Reddit SEO channels, a question about the ROI of a mobile-friendly website.
This is a paraphrase of what the original poster asked, but it went something like this.
“Our website is not mobile-friendly right now. If we make our website mobile-friendly, how much SEO boost will Google give us?”
“Is the SEO boost from a mobile site significant? Or is the SEO benefit negligible?”
“Our customers pinch and zoom, and scroll right and left to see content on mobile. But it’s the same content as desktop.”
Here’s my thoughts on this.
You’re asking the wrong question.
Asking how much Google is going to reward you in 2019 for having a mobile-friendly website is an illogical question.
The question you should be asking is, “Will it make life easier for my customers if we have a mobile-friendly website?”
This business owner is looking to rank higher in SEO, and he’s thinking, “What’s in it for me?” Which is understandable. We’re all trying to make more money.
The problem is, he’s not thinking about how his customers use his website in the real world.
Look around. Is there anywhere you can go in the world where someone doesn’t have a smartphone in their hand?
When I was learning web development in 2010, there was already an emphasis on designing for mobile devices.
In 2019, we’re five years past the point where mobile devices outnumbered people on the face of the planet.
Four years since there were more searches on mobile than desktop.
Three years since mobile and tablet browsing overtook desktop browsing.
You should be doing everything that you can to make your website easy for your customers to use, or they’re just going to use somebody else’s site.
How You Do One Thing is How You Do Everything
When customers come to your site and it’s not mobile-friendly, and everybody is using a smartphone, what does that say about your business?
The customer thinks, “Every other website I see is mobile-friendly, yet this site isn’t mobile-friendly. This website is behind the times. I wonder what other parts of their business are also behind the times?”
You should always be thinking about how you present your business to your customers. Today, your website is your business card, Yellow Pages ad, and your home base for any type of online marketing.
Everyone walks around with a personal computer in their pocket at all times.
When your customers look up information, they don’t have to pull out their laptop. Instead, they whip out their phone and search for services.
When customers are forced to pinch and zoom to read your website on mobile, it makes your business look bad. The optics make it look like you’re not interested in serving customers.
This Conversation Isn’t Only About Being Mobile-Friendly
Making your website mobile-friendly is merely one of myriad ways that you can continually improve your site.
At the end of the day, if you are being proactive about making your website, your services, and your brand better, you’ll grow your business. Make it easy for customers to find information about what you do. Educate them at every level of the marketing funnel.
If you’re not steadily improving your website, somebody else is. I guarantee it.
Other businesses are hungrier, and they’re investing in their business, because they want to grow. If you’re not doing it, somebody else is, and eventually, you’re going to be left behind.
A Challenge To You
I want to think about what you can do to make your site better in the coming weeks and months. Let me know what you come up with in the comments below, and let’s start a conversation there. I’d love to hear your thoughts.