Last week, Google implemented changes to its search algorithm that would favor mobile-friendly sites. That means, if a retailer doesn’t have a site streamlined for mobile users, it could significantly impact their search rankings. If you want to learn more about the change, Hubspot has provided a great breakdown on its blog.
How will this algorithm change impact the search landscape? Will retailers truly prioritize mobile optimization now? The RTP editorial team shares their thoughts:
Debbie Hauss, Editor-in-Chief: This move by Google certainly will push retailers who have been laggards when it comes to mobile optimization. I can hear the mobile site and app solution providers cheering in the background. Unfortunately I think this might push some retail brands to move to mobile too quickly, sacrificing quality in exchange for site ranking. That will cause user aggravation and could affect long-term brand loyalty. I hope retailers will think this through before pulling the trigger too quickly.
Alicia Fiorletta, Senior Editor: I think the incentive for retailers to make the move on mobile optimization comes from two very important sides: 1. Consumers are using their mobile devices more frequently to browse and buy, and 2. Typically the first stop for consumers during the browsing and buying journey is a search engine like Google. So retailers will be really remiss if they don’t see this change as a pivotal moment for their business. However, I hope that they’ve been thinking about their mobile strategies for quite some time and they don’t see this as the silver bullet. There are many more significant components of a successful mobile strategy.
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Rob Fee, Managing Editor: Google’s new emphasis on mobile optimization in its site rankings should benefit the increasing number of shoppers that browse and buy via a mobile device. Google’s new emphasis should force laggards to update, but the truth is that retailers already had the incentive to optimize their sites for mobile prior to this announcement. For example, mobile shoppers converted 160% more often on sites optimized for their smartphones, according to a recent study conducted by NetElixer. Retailers that have not yet started offering this functionality need to start now…and not just to help Google search results.
Glenn Taylor, Associate Editor: The growing usage of tablets for both online purchasing and in-store assistance makes Google’s decision appear to be very beneficial for the retail industry, giving both the consumer and the salesperson the best capabilities for searching what they are interested in. The mobile-friendly algorithm is more or less a byproduct of how people view and search online these days, with the on-the-go principles rearing their head even on the desktop. At this stage, the ball is now in the retailers’ court to make their mobile site as engaging as possible. If a company isn’t ready to make that leap, then keep focusing on making the rest of the experience great and continue emphasizing those strengths.
Brian Anderson, Associate Editor: I have a feeling this is going to have a significant impact on how retailers tackle mobile optimization. A Google study shows that almost 80% of consumers are “mobile shoppers,” and 84% of consumers use their smartphone while shopping in-store. With the Google algorithm changes, mobile optimization is going become a bigger priority for retailers looking to stay at the top in the mobile SEO race. I had a feeling Google was going to make this move eventually; with more and more shoppers using their smartphones, the changes are positive for consumers and retailers ahead in the mobile game.
What do you think about this change? Has it lit a fire under your organization and encouraged you to prioritize mobile optimization? Share your thoughts in the comments section below!