Search Engine Optimization
Prediction for SEO in 2015; Responsive Web Design
My prediction for a major shift in SEO for 2015 is a focus on mobile and localization, which will be an expansion of trends we’ve been following and consulting our clients on for the past two years. I have seen law firm websites see mobile device traffic increases by upwards of 400 percent this year alone, in some cases becoming the majority of their traffic and referrals.
Google recently implemented the “Mobile Friendly” tag in search results, and if your site is not listed, well, you are late to the party. The mobile friendly tag can be remedied by utilizing responsive web design. Responsive web design is an design approach aimed at crafting sites to provide an optimal viewing experience, easy reading and navigation with a minimum of resizing, panning, and scrolling, across a wide range of screen sizes–from desktop computers and tablets to phones. From an SEO perspective, one of the main challenges posed by having a separate mobile site is that you will need to build the authority of this site from scratch, and most separate mobile sites do not rank well in search engines, as they are canonicalized to their desktop counterparts.
Another prediction for success in SEO and mobile growth will be enhanced call to action options on the mobile device. With Google currently serving CTA’s to call a location, get directions to a location and lastly visit the website of a location in mobile listings, the command to ‘call’ becomes the top action amongst mobile searchers. If proper call tracking numbers are not set up, proper lead and click channel attribution back to these mobile listings can be lost.
Mobile usage is growing faster than a lot of sites and businesses can keep up with, so preplanning to address this behavioral change by Google mobile users will become critical in early 2015. Implementing a responsive web design from the outset will be the best way to focus resources on things that matter opposed to spreading it thin on things that don’t work toward the common goal of exposure for your site.