After months of warnings, websites that have not yet incorporated the ‘mobile friendly’ aspect that Google Inc (NASDAQ:GOOGL) has been advocating for will see their ranking on search substantially downgraded. The search giant is making a number of changes on how it ranks pages on its search tools as it moves to create a mobile-friendly platform. Speaking to CNBC, Patriarch Equity CEO, Eric Schiffer, reiterated that the search giant is finally acknowledging that mobile is the future of online business, expected to be a key driver of its advertising business.
The new changes will see websites still displaying hard to click links on mobile as well as forcing users to scroll horizontally docked points on the search tool. Google Inc (NASDAQ:GOOGL) is finally accepting the fact that many people are accessing the internet using mobile phones unlike in the past where desktops were the key driver of traffic.
Making content accessible on mobile is expected to have a big impact on Google Inc (NASDAQ:GOOGL)’s advertising business especially in drawing more advertisers and making advertising campaigns on mobile more effective. Unlike in the past where conversion rates were low.
“[…] In 2013 they recognized that mobile was going to be the future, what they did is they gave advertisers the ability for really nothing, if you advertise via the web that you would also be able to get mobile. What happened is a negative implication that drove down click cost because advertisers saw that it wasn’t converting as well,” Schiffer said.
Fast forward the search giant is moving to improve on its conversion rates on mobile as one of the ways of ensuring click costs stay where they ought to be and reflect the value that advertisers are getting. More businesses making their websites mobile friendly should allow consumers to enjoy an easy to use interface in terms of accessing links, which should lead to more spending on mobile clicks from advertisers.
Google Inc (NASDAQ:GOOGL) dominance in the mobile market has come under immense pressure in the recent past in the wake of more native apps meant for mobile devices coming up. Shiffer affirms that Google is not in any way trying to destroy small businesses online that haven’t made the transition, but essentially helping them generate more revenues from the big mobile market.
“Google Inc (NASDAQ:GOOGL) is really helping small businesses because smartphones are not going away this is where consumers are going to be. So the extent that they are motivating advertisers to make their websites more consumer friendly that means businesses are going to make more money,” Schiffer said.
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