In fact, a single search for ‘mobile-friendliness’ or ‘responsive web design’ will generate thousands of results. Although more and more businesses are switching to Responsive Web Design (RWD), it has now created a new problem: focusing too much on mobile.
Although responsive web design can be an effective user experience strategy to attract traffic and get clicks on multiple devices, it’s not a magic bullet.
Responsive Design Is Not Enough
The terms ‘responsive’ and ‘mobile-friendly’ basically have the same goal: to let a user view data on their mobile devices with very few or no problems compared to desktop visitors. This means no cut elements, blurry images, or awkward scrolling, and content flows seamlessly, whether it’s on a smartphone or a tablet.
It can help with conversion and mobile SEO, but it’s NOT going to do that unless you actually perform SEO and conversion optimization.
Going mobile alone isn’t going to generate you leads, make your content go viral, or increase your profits. Similar to Google’s 200+ ranking factors, success on the Web is dependent on multiple elements – and realistically, some of them are offline.
Even big names in the business commit blunders from time to time.
One website that passed Google’s Mobile-Friendly Test with flying colors is Mashable.
The digital media website certainly looks good: their main headline is dead center, while the search field and sliding menu are prominently placed above for easy access, but there’s still room for improvement.
BBC Worldwide on the other hand, failed Google’s Mobile-Friendly Test miserably, but this didn’t seem to bother the news giant because they have a native app that readers can turn to for quick updates.
On-page factors such as keywords, permalinks, meta data, rich snippets, and content, help search engines like Google easily crawl and index web pages. This in turn can positively affect your search rankings because your site will be deemed search engine and user-friendly.
Although you’re already making use of RWD, confirm that your on-page elements are all working as intended.
Work on Content
A beautiful website is nothing without content.
So what is ‘great content’? Unfortunately, it’s subjective.
It’s your readers who will decide if it’s worth their time or not. A good rule of thumb to follow is to know WHO you’re creating content for and make what THEY want to see.
Match content with the kind of people who would be most interested in it. If your target audience is stay-at-home moms, create content about simple home DIYs, recipes, and family-friendly projects. If your main market is entrepreneurs, write about investing opportunities, money-saving tips, or how-to articles on balancing work and life.
Invest in going mobile but don’t discount other elements that could help you move past pixels. These are: on-page SEO factors, social media marketing, content development, web design, and offline campaigns.
Mobile-Friendliness Is Just The Beginning
Responsive web design is just the tip of the iceberg. Go ahead and make sure that your mobile website is working smoothly and seamlessly across all devices.
However, don’t forget to check that the other factors of your marketing campaign are just as flawless.
Hard work is crucial in today’s competitive industry – but WHERE we focus all that effort is just as important. Stop looking at the tiny speck and learn to take in the bigger picture.