Search split will leave many sector websites behind

Search split will leave many sector websites behind

Your website tells your story. It shares your awesome services and terrific products. It lets potential customers know how and where to find you. It demonstrates your commitment to their needs. Your website is your company’s best chance at a great first impression.

If anyone sees it at all.

In a couple months, Google will finally do what it’s threatened to do for the past year and launch something it calls “dual indexing.” What that means in simple terms is this: If your site isn’t mobile-friendly, you won’t show up on most of your customers’ searches.

This is critical – as far too many websites run by companies in the Industrial/Manufacturing sector are more than a few years old and – by design – not mobile-friendly. Like so much in the world of marketing for Industry, website design for Industry generally lags behind website design for commercial and retail. So, even as Industry is catching up to the idea that social marketing and Google advertising can be effective tactics, it turns out that the websites in use aren’t compatible.

Most Internet searches are now conducted on smartphones and tablets. In fact, mobile devices using the Internet far outnumber desktop PCs online, and have since 2014. We have one client whose site traffic according to Google is 80 percent mobile. Eighty percent mobile traffic for a manufacturer. Think about that.

Until now, Google – the world’s largest search engine by a wide margin – has served up search results the exact same for mobile and desktop – results that, to be frank, have disappointed mobile users. But last year, Google announced a change to its algorithm that penalizes websites that are not mobile-friendly. Suddenly, Google’s search parameters took platform into consideration alongside search terms, keyword density, meta data, etc.

For the past several months, Industry/Manufacturing websites have been penalized for their non-mobile websites.

Soon, a website that displays poorly on a mobile device will be completely removed from all search results delivered, so mobile users won’t be bothered with content they can’t use anyway. Once Google splits its search index, offering mobile-friendly-ONLY results to mobile devices, those non-mobile sites simply won’t appear in most Google searches at all.

Is your website mobile-friendly (the technical term is “responsive”)? Does it automatically adjust the layout and presentation of your content to be readable on the small screen without having to “pinch and swipe” to view? If you aren’t sure how to answer those questions, just use Google’s Mobile Friendly Website Test. 

If your site is not responsive, Google won’t include it in mobile search results, period.

If your site is not responsive, MOST search results won’t include it, period.

If your site is not mobile responsive, you will lose your company’s best and furthest reach for potential new customers.

Jeff Peyton
Don’t be fooled by Jeff’s accomplishments in communications, crisis and business management. He also wing-walked on an airplane at 700 feet, co-piloted the Goodyear Blimp and swam with sharks – and still managed to obtain paperwork officially declaring him “legally sane.” Really.