Google Looks Beyond “Mobilegeddon” To User Experiences

SEO companies warned their clients for many years that mobile design was critical, and Google eventually responded with its infamous “Mobilegeddon” updates that were intended to favor websites that optimized their sites for mobile with responsive design. The latest news from Google promises new development tools that webmasters can use to make their sites work better when customers access them on mobile devices and smartphones where small screens can limit digital marketing options unless designers work hard to optimize their sites for mobile searches.[1]

Symptoms of a Larger Design Issue

Mobile development is critical for digital marketing and social media development, but it only illustrates the importance of an even larger issue — making websites user-friendly. An Adobe study conducted in July of 2015 found that sites without search engine optimization service for mobile lost an average of 12% of their traffic. The reasons for the drop-off could be due to customer dissatisfaction when accessing the sites from mobile devices or fewer clicks due to receiving lower Google, Bing and Yahoo rankings in organic searches.[2] The study also found that marketers pay up to 6% more in SEO service costs to persuade customers to click on a mobile link than it costs to get a desktop click. However, savvy marketers understand how essential it is to target mobile users, so they’ve willingly increased their budgets in North America and the Asian-Pacific countries by 8% or more.

Mobile marketing is important, but what the trend indicates is the underlying consumer demand for better Web or user experiences, which website developers usually abbreviate as UX or UI for user experience and user interface. UI and UX are the hottest Web development topics for the immediate future, and forward-thinking company marketers in both B2B and B2C organizations are working feverishly to design better user interfaces that deliver personalized experiences to each customer based on his or her demographic profile, buying habits, ordering history and other business intelligence.

Google and SEO Developers Concentrate on UI and UX

Delivering a better user experience often depends on little details like remembering a customer’s birthday, providing proactive alerts about the news that interests a customer or learning a customer’s browsing habits through enhanced “machine learning” capabilities. The future does support the convergence of UI and UX goals and SEO strategies. Web users can expect enhanced displays on their screens that display customer-specific content and other personalized features such as automatic geolocation, screen adjustments, voice-activated services, faster page loads and other attributes that deliver incredible Web experiences.


[2] “Digital Advertising Report”