The design of a website now is not solely about aesthetic beauty, but there are not a few other urgent factors that need attention. In addition to the interface design and navigation facilities, the flexibility of a site design for many types of devices is now a crucial matter.
Based on information from data released legally by Google, in 2014, the use of smartphones for Google search pages increased + 17%, tablets + 28% while desktops decreased by -1%.
Responsive Web Design (RWD)
Responsive design is a tip for changing the look of the site automatically to fit the screen size of website visitors.
Currently, responsive web design is known as the answer for UX (user experience). Site visitors working on access with different equipment find the appropriate UI (user interface). In this case, responsive design gives up profits for SEO.
# Google Suggests Responsive Design
Considering that Google is the biggest and most important search engine on the internet, all optimization techniques refer to Google. In this matter, Google has advocated responsive design optimization for websites to reach smartphone users, which is an important part of SEO.
In fact, with the implementation of responsive design, everything becomes more accessible. Previously, to maximize visitor comfort, the site would be created in many designs to adjust screen resolution with different equipment.
Now, with responsive design, the appearance will be adjusted automatically on the same page and URL in different equipment. This will be far more effective and effective in matters of managing websites.
Besides, responsive design will minimize the indexing process by Googlebot because there is no need to browse pages with content that is the same for different versions. This makes it easier for search engines to analyze the growth in the amount of site content that will get ranked on search pages.
# One Website, One URL
Before the responsive design is widely practiced, separate mobile pages will be created for mobile equipment. This web page is designed specifically for the screen display of mobile devices which are usually smaller.
Indeed, this is probably the best solution before, but it has no impact on SEO. By having two pages, optimization needs to be done for both versions of the page. This is an ineffective and inefficient practice. Now the practice has been abandoned in the world of web design. The reason is with responsive design tips, just one page and one URL are enough.
Google is now able to recognize whether a website is designed to be mobile or desktop. Google then divides it according to search results, depending on the equipment used.
This means that a website that is intended for mobile usually will not get the same ranking on desktop search pages.
# Reducing the Bounce Rate
The number of pages visited by site visitors is also dominant in the ranking of sites in search engines. During this time, Google convinced each visitor of a website to find answers or what they were looking for on the first search page.
A website’s ranking can drop if the visitor merely opens a web page and then publishes (bounce) every time he visits.
Apart from problems on the SEO side, this business can also be caused by many factors:
- Websites that are not displayed and can be appropriately used on mobile equipment can be a proposition why visitors are not at home (for example, the appearance is the same as the desktop version)
- Visitors who leave the site shortly after they arrive are an indication that the content presented may not be relevant
- Desktop users who accidentally go to the mobile version will be disappointed and reduce the “back” button
- Discrepancies in pixel size and large file loads forced to appear on mobile devices as well as bandwidth limitations on mobile devices can slow down the loading process
- Difficult work on navigation and display problems can encourage your site visitors to move to competitor sites that are easier to use
With responsive web design, you can create functional designs without sacrificing the content that will be displayed. Presenting all content to users with a convenient display approach will generate a feeling of home visitors using your site.
# Increase Visitor Comfort
The primary purpose of the internet is to facilitate the distribution of information through one media. This is done by creating an information search that can be easily carried out using only a keyword.
The success rate of UX can be influenced by responsive design, which will also have a positive effect on the SEO aspects of your site.
The appearance of the site on any equipment can be adjusted with responsive design tips. Starting from the image size, menu layout, content, up to the font size will feel the automatic changes. Everything will be shown optimally following the screen size of website visitors.
The text size, for example, will be adjusted to the extent that the text content will still be easy to read. Generally, the position of the menu will be shifted and minimized, given the limited screen size.
While sometimes many parts that are felt to be less urgent will not be displayed, in contrast, very critical information will be retained.
Furthermore, the site navigation structure will be designed the most mature. Ease of users to reach certain pages, especially vital pages, must be considered.
Is the position of the link pointing to your contact page easy to find? Or how many clicks does it take for the user to make a purchase transaction at your online store?
All of these questions will be answered with useful UX tips because the benefit of UX is to make it easier for visitors to access information on your site.
# The Main Purpose Is Conversion Rate
Although Google claims that responsive design is an urgent matter for mobile optimization, developers still have to think carefully whether the responsive design is indeed the best choice for their website.
If a website is designed with responsive design tips, but it is still difficult to use by site visitors, then the user will get negative empirical.
Good or bad empirical visits can be measured by the conversion rate, which is the proportion of visitors who take action more than just visiting the website. This can include submitting email addresses, downloading documents, or even checking out for online purchases.
So how can we find out if you still need RWD?
If the high conversion rate is already high for using separate web pages for the mobile version, responsive web design is not required.
Conversely, if the conversion rate is low, a responsive web design approach might be needed to increase the conversion rate. But it should be remembered that the appearance of the design is only one of many factors that judge the success of your site’s target.
Ideally, testing is done first to understand the effectiveness of the website’s appearance to visitors. This process requires a gradual and time-consuming process.
To get long-term success in SEO, you must satisfy non-Google users. After you have successfully provided visitor satisfaction with your site, Google will understand this. In return, you will get an escalation of ranking for your website.
# Avoiding Content Duplication
Did you create the same writing content for both the mobile and desktop versions? We need to know that having extra mobile pages with the same content as the desktop version is risky for SEO.
This practice is ‘forbidden’ by Google since the launch of the new algorithm named Google Panda in 2011. This algorithm gives serious sanctions to websites with low quality and repetitive content.
As a result, not a few websites that rank significantly decreased or even completely disappeared from the search page. Of course, this affair will create you need to think about the consequences of duplicating content for SEO.
The good news is that Google will not place the highest amount of sanctions on sites with repeat content. The website in question is e-commerce, with hundreds or even thousands of products that create duplicated content many times.
But this matter is inevitable, looking at e-commerce websites, not like websites with written content collected from other sites.
Google submitted a solution for e-commerce websites to use the canonicalization tag (rel = “canonical”). With this tag, you can judge which pages will be shown in Google search results.
But whatever options are available to you, responsive design or separate pages, sophisticated businesses will work on-site optimization for mobile equipment.
If you want to be one step ahead of competitors, mobile user experience should be a priority in your SEO strategy. And the easiest and most effective technique for overcoming that problem is with responsive web design.