The world is going mobile. There is no avoiding it, not that you’d want to anyway. If you’re in business, it’s great – potential customers can look up your business anytime and anywhere. They can find you when they need your products or services by doing a Google search on their mobile device. Potential clients can view your website, confirm that yours is the right number to call, and press the dial button right from your website…. or can they?

Google has been preaching the importance of getting your website ready for mobile devices for quite some time. They’ve known for the last few years that more and more people are turning to their mobile devices to search and research the products and services they need. Mobile web traffic has grown to over 60% of all internet browsing, and it continues to grow. Now, Google has changed its search algorithm to benefit sites that are mobile optimized.

Today, mobile searches are growing at ten times the rate of desktop searches. Missing the boat could mean losing up to a third of current traffic, and even more each year. By placing more importance on a site’s mobile “friendliness”, Google will return lower search results for those sites that are not.

All of this brings up the question of how Google determines mobile optimization. It has a lot to do with the design of a site and how quickly it loads. The algorithm will scan for readable text sizes (without having to zoom), content that reformats with the size of the screen, and links or buttons that are easy to tap. Websites using Flash elements will be adversely affected in rank also because it requires software not widely supported on mobile devices.

If you are unsure of your sites mobile “friendliness”, you can take Google’s Mobile Friendly Test.

The Opportunity

If your site is mobile friendly, then congratulations! If it can use some work, then there are a few good reasons to get it done. The first should be obvious– your business develops an edge over competitors who are not ready. Some research has shown that up to two thirds of Fortune 100 companies websites are not considered mobile friendly. Mobile searches are exploding. If you are not gaining, you are losing. It’s a certainty that if you lose web traffic, your profits will decrease also. It’s likely all of your advertising efforts are directing prospective clients to your website, so it’s worth the investment to ensure your company stays cutting edge.