There's very few marketing trends that will go out of style once proven effective, and switching your websites platform to a responsive design is certainly not one of them. If you've happened to miss the hysteria, Responsive Web Design (RWD) is essentially a website foundation that will adjust seamlessly to fit on whatever device you're browsing from; be that a desktop, smart-phone or the browser on your tablet.
The importance in this shift is based upon how internet users are choosing to browse the web nowadays. By 2015, the number of individuals accessing the internet via mobile/tablet devices is expected to surpass that of those regularly browsing from a desktop.
With that in mind, now is the best opportunity to understand how these changes will also be affecting your SEO campaign, and ultimately how people will find your business. Here's how switching to a Responsive Design will benefit your SEO.
Optimize One URL, Not Two
Several years ago companies were scrambling to rank the content on two separate websites: mobile and desktop, essentially wasting time, resources and backlinks. Nowadays, those running SEO campaigns have rejoiced over the ability to focus on one campaign, one URL.
With social media playing such a larger role in SEO, everyone sharing your content will be pointing back to the same place. Don't do twice the work when you no longer have to!
Enhanced User Experience Leads To More Social Sharing
Website visitors will make up their mind in 3 seconds as to whether your page is worth their browsing time. Without fluid grids and media queries serving to make your site adjust to fit on any device, your visitors may be leaving before they have the chance to access any content.
On the other side of things, if a mobile user comes across a link that was shared by someone browsing on a desktop, they may not be able to access it due to common difficulties with sites that aren't optimized for mobile use. Thus, having your site mobile ready will increase the odds your content gets shared, and re-shared.
Google Recommends It, Enough Said
The primary reason for Google recommending one site for all devices is it helps in their ability to crawl and index pages that only have one URL. If there's anything that matters in an SEO campaign, it's how to get better rankings within a search engine giant like Google.
As you probably already know, one of the primary costs put towards an SEO campaign has to do with creating a posting original content. With RWD now you don't have to pay twice.
Reduces Bounce Rates and Load Time
Bounce rate is an integral consideration for which sites are retaining viewers; for instance, Google will start dropping your rankings for certain key terms if viewers are constantly leaving your site after a few seconds, or not clicking through to more pages.
A big part of viewer retention is having a page that will load after only a few seconds. Sites that aren't optimized with a responsive design are taking up to seven to ten seconds which will ultimately deter viewers while also dragging down your rankings.
It's very easy nowadays to use a template or web platform with RWD built in. It's the new standard and the sooner you can adopt it, the more successful your online presence will become.