The modern consumer is time-poor and on the move. It’s only natural to click away from a site if it’s taking a while to load – we’ve all done it. In online search results, the speed of a website has been a ranking signal for desktop for some time, but Google have recently announced that from July 2018, they will also apply this rule to mobile sites.
How quickly a page loads is very important when it comes to mobile users – according to Google, 53% of users will abandon a mobile website if the page takes longer than 3 seconds to load. Despite this, a recent test of 900,000 mobile websites found that it took an average of 22 seconds to fully load a mobile website – a huge gap in meeting user needs. In our regular conversations with Google and other big names in search and SEO, the recurring theme has been the importance of improving mobile user experience.
Changes like this made a big difference to the way we do business. Our proprietary quality assurance tool, SpotOn, tests every website we produce against factors that influence website quality – including page speed on desktop and mobile. Any sites not meeting our strict criteria are sent back to be optimised. Our designers and developers work to very strict standards, ensuring that every website is optimised for the best mobile experience. This includes tools and designs which drive user engagement, boost calls and leads, and maximise search rankings.
We’re developing our tech stack in this way because mobile searches generate results for local businesses; data shows that 80% of customers find a business location through a mobile search. Current estimates are that 60% of people will access the internet purely through their mobile devices by 2020, making it essential for SMBs to have a well designed and optimised mobile website and online marketing strategy to reach this audience. Spotzer CEO Peter Urmson has pointed out that “the rapid shift to mobile opens up opportunities for SMBs to reach new customers by deploying effective search marketing campaigns and clever SEO tools. All these firms need is an effective partner with a commitment to quality, which is Spotzer’s core mission.”
Google’s change means SMBs with a poorly performing mobile website may get penalised in mobile search results. If their competitor has a website that performs well, then this will cost them business. There is clearly a real opportunity to help SMBs grow their businesses by providing them with high-quality websites that load fast, which is where we come in.
Spotzer are in the business of making sure SMBs get the most from their marketing budget and investment in digital marketing. We are passionate about this.
We only work with best-in-class platforms that use technology to deliver the fastest load times for mobile and desktop websites. “With our own consistently improving tech stack at our disposal, we can deliver results for SMBs with search marketing campaigns,” said Jon Stribling, Spotzer’s Chief Digital Officer. “SpotOn now provides crucial insight for these campaigns, enabling our SEO strategists to follow the latest best practice and make valuable recommendations to our global partners.”
So what do we think of Google’s change? It’s certainly a victory for the consumer, who can expect an enhanced online experience. However it’s also a win for SMBs with an online presence. This change rewards businesses for having an efficient mobile website, in turn creating more opportunities to engage customers and build effective search marketing campaigns. There’s no reason small businesses can’t harness this opportunity, all they need is an online marketing strategy that joins the dots and works for them.
Interested in providing your SMB customers with high-performing websites, search marketing campaigns and SEO solutions? With offices in Amsterdam, Melbourne, Manila and Denver, we are here to discuss your business’s online needs.