When it comes to web design, responsive design is increasingly crucial for great SEO results. Responsive web design is predominantly focused on accounting for different devices and user experiences on different devices. For instance, text rescaling, image sizing, not needing to resize or scroll too much.
Accounting for different devices has a multitude of benefits for both the website and for great search engine optimisation and ranking results. By avoiding having multiple websites, one for PCs and one for tablets and mobiles, you can focus all your ranking optimisation, updating and maintaining efforts on one site under one URL, meaning you’ll get the best results possible for that URL. As well as this, you can expect a much greater ranking just from user quality signals caused by the lowered bounce rate. People hate going on to a site and struggling to read it, or see the images, and minimising that struggle means less people will instantly click off it. It all links back to Google’s efforts to make the internet mobile friendly. With more and more people predominantly browsing on mobile devices instead of traditional PCs, it just makes sense to incorporate responsive website design into your site.
The key effect of great responsive website design as far as SEO is concerned is the ranking quality signals and user signals that the Google search algorithm will pick up from people’s interaction with your site, and from the general architecture of the site. The responsive web design, featuring scaled text and images, and an easier touch screen interaction system, will be picked up by the search algorithm. As well as this, every time people click onto your site, and don’t immediately bounce off because of poorly presented content and poorly optimised text and images on their mobile or tablet screen, you’ll get a slightly better ranking, as it becomes apparent to the search algorithm that your site is of a high quality.
Lowering bounce rates overall through responsive web design, great engaging content, attractive web design and an easy to navigate site should always be a priority, because someone instantly clicking back off of your site sends a powerful message about that sites relevance, quality and usefulness.
For the last couple of years Google has had something of a focus on optimising the web for mobiles and tablets. As more and more people move away from traditional browsing on desktop PCs, Google is trying to account for the huge percentage of website views which are executed through mobiles and tablets. In the next few years, as phones and tablets get better and better, more and more browsing will happen through mobile devices and less and less through desktop PCs, and Google is attempting to be ready for that.
Through utilising responsive web design on your site, you’ll be endearing yourself to Google’s efforts in this area, and essentially guaranteeing yourself a better ranking, as Google attempts to presents a sleeker, smoother browsing experience to users through their search engine. As a modern, responsive site you’ll be much more appealing to the mobile browser, and once Google clues on to your design, you can expect great rankings.
In previous years, the big focus for companies is to have both a website, and a mobile website. This splitting of the company’s marketing and SEO efforts is inefficient, costly and unnecessary. If you’ve one site you can focus all your marketing and ranking efforts on solely, you can expect better and more consistent results than if you’re doing half measures on two sites. It can also look unprofessional and amateurish. You should focus on responsive web design for your primary website, and make it apparent that yours is an up-to-date website that takes into account modern browsers, while providing a great sleek and functional website experience that doesn’t incur any manual rescaling of text or images while on a mobile device.