NEWS: Unresponsive websites see traffic decrease since Google's mobile update
Unresponsive sites have seen a 10 per cent decrease in traffic since Google updated its algorithm to give mobile-friendly sites higher priority in organic searches in April, a new report by Adobe has shown.
The Q2 2015 Digital Advertising and Social Intelligence Report reveals cost-per-click (CPC) has risen 16 per cent year-on-year (YoY) as more marketers use paid-for SEO in an attempt to climb the rankings. Yet – despite marketers’ efforts – overall click-through-rates (CTR) fell by nine per cent.
However, it’s not the end of the world if your site is not optimised for mobile, the research shows that mobile visitors are not as valuable in terms of engagement as those arriving from desktop and they browse less of the site than desktop visitors.
Meanwhile, recent algorithm changes on social media platforms have led to declining interaction rates in all industries as organisations adjust. With 93 per cent of individuals using social media at least once a week and 78 per cent visiting regularly it’s vital brands react to updates quickly.