The internet search engine announced in February that it would be expanding its ranking criteria to include mobile-friendliness. Websites that were not mobile optimised would lose ranking within searches made on mobile devices, prompting a flood of activity among online businesses anxious to avoid reduced visibility.
Of the 100 Yorkshire business websites analysed in the study by Appeal PR, only 35% had websites that were mobile-friendly - and 13% of these only had homepages that were mobile-friendly.
"Even business-to-business firms that don’t trade online should be concerned about this update," commented Appeal managing director Paul Snape.
"We increasingly work with clients to use media and content to help their search rankings and drive leads through organic and paid search, and ignoring such a major and well-publicised update could reduce your competitive advantage in search results," he said.
"For many firms, the update shouldn’t be too onerous. If you are using a current platform the housekeeping needed to ensure compliance could be a matter of a few hours’ work, depending on the size of the website," continued Snape.
Companies concerned about their own website’s compliance are advised to use Google’s testing tool that can be found online (search ‘mobile friendly test’), or to take advice from their web designer and SEO consultant.
"The update could be a great prompt for companies to look at their website and consider reviewing the whole site and where it fits within their marketing strategy. Too many firms update their site every few years and just tinker with it routinely to add a blog or change contact details, and these days that generally isn’t enough.
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