Mobile devices have changed how we use
the Internet and Google has taken notice
the Internet and Google has taken notice
Google’s business model is dependent on directing searchers to the most relevant and helpful results — and they do it better than any other search engine. To do this, they use special algorithms, designated groups of questions and statistics, to evaluate a page based on a number of elements such as page load time, keywords, and user engagement rates. If a user has a poor experience with a page that Google sent them to, they will ‘bounce’ out of the page and look somewhere else. That’s bad for Google, which means it’s bad for your site too. Go ahead and say goodbye to that potential customer because 61% of consumers say they are unlikely to return to a site that they had difficulty using.2
Where Does Mobile Come In?
Over the last few years, Google has seen the number of mobile visitors overtake those coming from desktops. As visitors become continue to be glued to their mobile devices, they search more often while they’re out and about - and less while tied to their desks. This has raised a massive problem for Google and searchers alike.
Websites built for traditional desktop users — or websites that were carelessly converted to be ‘mobile-friendly’ at the cost of losing content — don’t provide a seamless experience for the mobile searcher. These on-the-go consumers are clicking through links on Google and becoming frustrated by pages that don’t display well, don’t contain the information promised, or flat out don’t work on mobile devices. Right now, it’s not a big deal because Google’s current algorithms are based on the desktop experience and don’t take mobile friendliness into account,, but that’s about to change.
The Solution? Mobile-First Indexing.
To make sure searchers are getting the content they were promised, Google began to experiment with new algorithms that look at the content and experience in mobile websites before looking at the desktop experience. Websites with mobile content relevant to the users search term will start to increase in rankings while desktop will fall second. Now, once the algorithm is programmed, users will be less likely to become frustrated by missing or pointless content when they are browsing on a mobile device. Less irritation for users means more trust for Google and increased engagement on your site.
What Does this Mean for You?
Google’s Mobile-First Indexing changes, once fully implemented, will be a boost for your dealership if you already have a mobile-friendly website. Sites like Cycle Trader optimize their site, and your listings, for mobile users and will adjust based on the device being used to search. Your listings will get ranked higher on Google than competitors without a mobile presence or with a poorly designed mobile experiences.
If your page isn’t responsive or you are missing content in your mobile site, your listings will become much harder to find on Google — even if the majority of your users are browsing from the desktop. While search engine optimization and targeted search engine marketing services, such as those offered by Cycle Trader, can help you from falling off the search results completely, your site will ultimately rank behind competitors with similar content and mobile-friendly sites. The bottom line — mobile optimization is crucial at this stage in the digital game.
What can you do?
Google is looking to release Mobile-First Indexing sometime this year. The rumor mill suggested that changes were happening on July 1, 2017, but we now know changes won’t take effect until 2018. From Google’s advice, the number one way to prepare is to take the time to ensure the content you want to rank highest in search results exists on your mobile site and is easy to use. Fortunately, by listing your inventory with Cycle Trader, your content is shown on the leading responsive web platform and is available to 2.7 million monthly unique visitors.3 Your inventory listings will rank higher in Google search results than competitors not following the algorithm set forth by Google — and that means you’ll be moving more metal — and quicker.
While Cycle Trader will do much of the leg work for your listings, your dealership website is still extremely important. Your website serves as an extension of your dealership — so, if your website is a mess, a potential buyer might assume that your physical location and customer service is too. Savvy website providers will build your website from the ground up to be mobile-friendly and compatible with Google’s big changes — so keep that in mind when you choose who to work with. Remember, 61% of consumers are unlikely to return to a site that they had difficulty using. Don’t let your dealership’s site and inventory become part of that statistic.
2 Google Surveys, 2016.
3 Omniture, 2017.
