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Embracing mobile-friendly websites 

With the convenience of having the world’s information organized, and instantly on demand, combined with the ability to make instant connections, there is no platform or channel more effective and praised than the mobile device.

Consumers are loyal to convenience and simplicity, and can now get anything they want with the tap of a button. According to Google, upwards of 60 per cent of all searches start on a mobile device, even if a laptop/desktop is available for use at the same time.

 “It is important for businesses to acknowledge this change in consumer behaviour and embrace the trend towards an increase in mobile device usage for search,” said Scott Wilson, founder, and CEO of RankHigher.ca, a Burlington, Ont.-based digital marketing, and SEO firm. “We live in a cross-screen world where mobile search is always turned on, and businesses must adapt if they want to survive.”

 Wilson recommends the following three tactics for businesses to embrace this cross-screen world:

• Ensure your website is mobile-friendly: Having a mobile-friendly website is quintessential to search engine success. Google rewards websites that deliver helpful, relevant and effortless information to all users, so if your website is not mobile friendly, you will not be able to rank near the top of a Google search for any competitive keywords.
• Build mobile-first: Most web developers build a website on desktop computers with large screens, then design a smaller version to be used on laptops, and finally format a mobile-friendly version for mobile and tablet devices. Since traffic now comes mainly from these mobile or tablet devices, firms such as RankHigher.ca are now building websites from the mobile device up. Although it is opposite of existing trends, it makes sense based on the consumer behaviour data to what the rest of the world is doing. It is easier to build a great mobile site and then expand it to look good on tablets, laptops, and desktops than the other way around.
• Get your SEO right: Earning top rankings in natural organic Google search is still one of the best ways to grow a business in most countries around the world. Search Engine Optimization (SEO) puts your website in the path of prospects at a time when they are preparing to make a purchasing decision, and if done right, can be your greatest profit generator.

 Although being mobile-friendly is important to any business, there are several industries that rely on it more heavily than others. For example, the restaurant industry depends on mobile-friendly websites, and studies have shown that 95 per cent of people who have conducted a mobile search for a restaurant, ended up visiting one that appeared in the search list that same day.

 “Embracing the mobile world can be overwhelming for many businesses, especially start-ups or small-medium companies,” added Scott. “But it is vital for corporations to direct their attention towards Internet marketing and use an integrated approach as it has proven to be the most effective way to reach potential customers.”

Action tip!
To test your website for mobile-friendliness, you can visit http://design.google.com/resizer/ & for Google, or https://www.bing.com/webmaster/tools/mobile-friendliness for Bing.

 For more information on RankHigher, its services and experts, visit http://www.rankhigher.ca/. RankHigher can be “liked” on Facebook or followed @RankHigherCa. –

Based out of Burlington, Ont., RankHigher.ca began in 2002 and has since built a team of expert digital marketers, who drive business growth for their clients through the implementation of innovative, profit-driven, solutions. The team is made up of more than 50 specialists—each with distinct areas of expertise—who come together to provide a comprehensive menu of services. Understanding a business’ online opportunity, building mobile-friendly search-optimized websites, managing online advertising campaigns, navigating all social media marketing channels, improving online reputation and brand awareness, create marketing, training and promotional videos and more. Its clients include Bayer, Canadian Olympic Committee, De Beers Diamonds, Gatorade, Harley Davidson, Little Caesar›s, Marriott and Weight Watchers. For a complete client list, visit RankHigher.ca/clients.