Digital Marketing Best Practices: Google's New Mobile-First Index

Starting soon, Google will officially release the Mobile-First Index. With this new method, Google will determine your website's search engine ranking by the quality of the mobile version of your site, rather than the desktop version. If you don't have a mobile version of your site, Google will fall back on the desktop version to determine your ranking.

Why is Google doing this?

• According to Google, the majority of searches now take place on mobile phones rather than desktop computers.

Will there be consequences if I don't have a mobile site?

• Google will index your site using the desktop version if you do not have a mobile site. Your website won't benefit from the mobile-friendly ranking algorithm that Google rolled out in April 2015, but other than that you should see no other consequences that you wouldn't already be facing without a mobile site.

What should I do before Google officially launches the mobile-first index?

• Our advice, which is the same as Google's, is to update your website to a responsive platform. This would mean that your site would have the same content - and functionality - across any device. Not only would this provide your website visitors with a smooth and seamless user experience, but it would also guarantee that your site is ranked as high as possible by Google.
• Google has made it clear that website content not determined to be mobile-friendly will not rank as well. If you were on the fence about updating your site to a responsive platform or building a mobile version of your site, this is your sign! The time has come.

When is it happening?

• The release date has not been announced, but Google has already begun testing the mobile-first index. It will likely be a few months before it goes into full effect.

Okay, I have a responsive website or a mobile version of my site. What's going to change?

• Google will now rank your website based on signals from your mobile site or your responsive site accessed via smartphone. Google will consider page load times, quality of images, value of content, and other details of your site's makeup to determine its relevance and usability for visitors.
• One issue that may arise if you have a mobile site rather than a responsive one: Mobile content often has fewer links than desktop content, and Google strongly considers links when ranking a site. It isn't yet entirely clear how much the mobile-first index will impact websites that may face this problem. Again, the ideal solution all around is to upgrade your website to responsive if it isn't already. That way, content will be consistent no matter the device.

Many of your competitors likely do not have a mobile or responsive site. To take advantage of the competition and increase search engine optimization (SEO) for your dealership website, it's worth the time and investment to go the extra mile.

Optimizing for mobile is nothing new to those of us who have stayed up to date on digital marketing trends. But up until now, with the mobile-first index, ranking has been based on the desktop versions of websites. This means that there have been no obvious consequences for websites with no mobile optimization - again, likely many of your competitors.

Things are about to change. Those who have implemented mobile strategy (hopefully you!) likely have a responsive website already, which puts you way ahead of the pack.

Beyond responsive design, there are a number of ways to make user experience better on your website via smartphone. These include things like

• Minimalistic design for easy site navigation - keep it simple!
• Clear call-to-action buttons.
• Lead forms that are short and easy to use.
• + more!

Why not take it a step further and make sure your responsive site is as user-friendly as possible? Not only will you be rewarded by Google for your mobile optimization, but you'll also be rewarded for the superior experience that you offer to your customers. The easier you make it for them, the more likely they are to buy - and isn't that the entire purpose of your online showroom?