Brands losing are losing organic traffic on account of a poor adaptation to mobile.
Brands losing traffic in mobile search
Brands have not been able to keep up with the developments online and most have failed to adapt their websites to mobile devices. Brands lose 68% of their mobile traffic due to poor optimization and not taking into account the user experience when searching in mobile devices, such as, the smartphone or tablets. One conclusion of the study from search engine watch reveals after analysing billions of keywords and content pieces.
Poor adaptation to mobile devices results in a loss of traffic
According to the report, smartphones and tablets record a third of the organic searches by users. A demand from users which could seriously damage brands regarding organic traffic, on account of the poor adaptation to mobile devices. This reflects the importance of having a business website compatible with mobile search.
It can also be concluded that data collected has found that websites not optimized for mobile lose rankings in the search results. Their study shows that 62% of the ranking keywords do so differently, depending on whether it is a mobile device or computer. As a result, the sites not optimized for mobile can lose 2 rankings in the organic results, which also lead to a significant decrease in the CTR.
Poor adaptation to mobile devices has resulted not only in Brands losing traffic in mobile search, but also a penalty for brands in terms of their rankings in the SERPs. A penalty that can lead them to lose up to 68% of their traffic derived from mobile searches. However, the study also indicates that if companies were able to solve this problem, and have websites better suited for mobile devices, they might increase their traffic by 212%.
Google’s commitment to user experience
For its part, Google has clearly shown its commitment to improve the mobile user experience, which is detrimental to the sites not optimized for these devices. One of the most important measures is to warn in search results through these devices when a landing page is not properly optimized.
A measure that was published earlier this month, and it is possible to see in the United States, for searches in English. From now included in the Google search results along a message to those whose sites that point to a page not suitable for smart devices.
This measure is intended to alert users that the landing page might not properly display the content they need, due to a failure to adapt to these devices.
Not surprisingly, users avoid visiting such pages. According to figures provided by Harris Interactive in April, before this situation 16% of customers were willing to resort to competition and that 13% would choose to leave the page, and to never return.
Poor adaptation to mobile devices is a scourge for businesses that leads them to lose two thirds of potential customers; vanishing with it much of their business opportunities.
Check here the study from search engine watch