I have been reading a paper by SEO company Click Consult called ‘Surviving Google’s Mobile First Index’ in 2018, which is quite detailed in its content.

However, its message is important – which is why I’ve condensed it to some key points for this email. If you wish to read the paper in full, you can download it here.

  • Mobile search surpassed desktop some time ago and is increasing. This is because Googlebots are now crawling websites in inverse proportions – approximately 80/20% weighting in favour of mobile.
  • Google’s idea is to reduce the frustration of users who may click on the first result in a mobile search and find a site calibrated for much larger screens and requiring excessive scrolling on a mobile.
  • In instances where large advertisers run two websites – one for desktops and one for mobile – it is the mobile website that will be indexed first.
  • For this reason it is more convenient for advertisers to convert to a reactive or responsive website to reduce duplication of work.
  • As I’ve mentioned in previous e-mails, HTTPS (secure) websites are beginning to take priority over standard HTTP sites, the latter starting to be marked as ‘insecure’ in searches by our friends at Google.
  • The recommendation by Click Consult is that these changes need to be addressed within the next 12 to 18 months.
  • The next point is particularly interesting. Progressive Web Apps (PWA) combine the best of a website with the ease of an app. They are websites that enable an app shell and configuration file to be downloaded to a smartphone, which allows the app to take on the best characteristics of a ‘normal’ app while living on the web. If you would like more information on Progressive Web Apps then just send me an email and I’ll provide you with details. We do have a very reliable partner in this area.

Google has been unusually transparent on the future of search, so it’s good to know the changes that can be made over time to keep up to date with mobile first, security and other areas of search improvement, for instance, navigation and download speeds.

This all makes sense when you consider that Google’s objective is to answer the web user’s question in a way that shows them the most suitable answer to their query (search), presented in the best way possible for the device used.

As ever, if you need more information then please do not hesitate to give me a shout.

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