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Jared Hamilton
From: Jared Hamilton
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PAUL ACCINNO

PAUL ACCINNO CEO

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3 Reasons Responsive Websites are Better for SEO

SEO

Web developers started touting the benefits of the responsive website content since the dawn of smartphones, but it was more for functionality rather than increased visibility. It wasn't until 2011 and 2012 when large companies like Google started promoting the concept that the SEO world opened their eyes to the search ranking benefits.

We believe wholeheartedly in responsive websites for dealers, not just because Google likes them, but because they present a better experience for your customers. Still, the SEO aspect cannot be ignored, so I've put together a small list of reasons that responsive website design is a strong play for improving your organic search engine rankings.

Every Page Visible

Dealers and vendors can debate about whether Google is truly "promoting" responsive website design or if they're simply listing them as the first option when discussing mobile website interfaces, but one this that Google and Bing have said that cannot be debated is that they like a 1-to-1 page ratio between mobile and desktop pages.

The way that they look at it is this: people will search from multiple devices. Both search giants are actively pursuing a stronger mobile play since more people are doing searches on their smartphones and tablets. One of the biggest roadblocks for them is when a corresponding mobile page does not exist for its desktop counterpart.

With many dealer websites, a page that exists on the desktop version does not exist on mobile. As a result, many websites will redirect to the homepage or present a 404 error. This is not good for the search engines because it's not good for their customers: the people doing the searches.

With responsive website design, a page that exists on desktop will also exist on mobile. It resides at the same URL as well, so there are no redirects to deal with from device to device.

Consistency. That's something that the search engines crave in a world that is moving increasingly towards mobile.

All Important Content is Available

This is the biggest argument that can be made against adaptive websites. Yes, adaptive websites will often maintain a 1-to-1 page ratio, but the content volume and display changes, often dramatically.

With adaptive websites, a different page is delivered to mobile devices than what is delivered to desktops. The URL remains the same, which is good, but a good chunk of the content is lost. This can include the HTML content important for SEO such as headers, body content, links, and images, all of which play an important role in search engine rankings.

Time on Site and Bounces

One of the big arguments that mobile website companies make is that they simplify the mobile experience and reduce the page size for quicker loading. These are both valid points when it comes to SEO and they were real problems when mobile speeds were slow, but today, more WiFi is available everywhere and 4G speeds are definitely fast enough to prevent any negatives associated with slow page loading.

More importantly, responsive websites viewed on mobile devices are more robust. It's possible to point to some responsive websites in our industry and note that they have too much going on or that the proper resizing of components isn't happening, but our responsive websites are built properly to take full advantage of mobile the mobile interface.

In other words, the complaints made about bad responsive websites are only valid for bad responsive websites. Great ones have made the pages robust while maintaining strong functionality and the ability for visitors to interact easily on their mobile devices.

These are big plusses in the SEO world because of the time on site and bounce rate factors that Google and Bing take into account.

The Changing Industry

It's hard for many dealers to let go of their attachment to larger automotive website vendors. With some OEMs, it's mandated. With others, it feels safer to work with a company that has thousands of clients rather than one that has hundreds.

Proper use of responsive website design for both it's lead generating and traffic generating abilities is the most compelling argument for dealers to consider in a company. Bigger is no longer better in a nimble automotive digital marketing environment that we're faced with today and on into 2015.

Alex Lau
The sort of propaganda that is being used about responsive dealer websites is very similar to the propaganda used a few years ago when website providers were saying that their Flash websites were superior to ours. Have you seen any Flash websites lately?
Grant Gooley
Alexander, not sure I understand the parallel you are using. Responsive technology solves a problem. (Giving mobile users a positive experience) Flash did nothing but annoy people with moving images... Responsive/adaptive/seamless... Whatever the next guy calls it... Providing a positive mobile user experience is here to stay. Those who don't adopt this strategy, believing it will phase out one day, should get ready to lose 30% - 50% of their overall web traffic.
Alex Lau
Grant, in reference to Flash, untrue. In fact, there were plenty of Flash websites that were / are highly intricate and were well produced. Like anything else, it's dependent on the uses and requirements. Blanket statements don't work. I'll not assume your age, but in the mid to late-90's there were plenty of Flash sites that parsed XML data (which helped them rank well) and were highly useful. HTML5, still doesn't cut it in terms of multimedia comparison. Flash solved many problems and made a lot of people a LOAD of money.
Alex Lau
BTW, Paul Accinno is our CEO. ;-)

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