Responsive Design and Dynamic Serving

Responsive web design is essential to stay in favor with the new update. Responsive websites save Google’s bots time when crawling the site. Crawling is efficient, and Google’s bots can index content faster to keep the site fresh. Responsive website also help Google accurately assign indexing properties to each page of the website. With no redirection, load time is less for users. Additionally, users can easily share and link content with a single URL.

Utilize dynamic serving. This setup allows the server to respond with different HTML and CSS on the same URL. Use the vary HTTP header to signal changes. It will enable you to detect user-agent strings correctly.

Avoid Blocking Javascript, CSS and Images

To accomplish blocking Javascript, CSS and images, Google advises taking some basic steps. Check and test your robots.txt in the Webmaster Tools. Ensure that the Google bots can crawl Javascript, CSS and images by utilizing the “Fetch as Google” feature in the Google Webmaster Tools. Run a test for mobile compatibility through Google’s Mobile-Friendly Test. It’s an effective gauge. If you’re using separate URLs for mobile pages, test both the mobile URL and the desktop URL. This will confirm that the redirect is crawlable and recognizable.

Get Rid of Unplayable Content

Unplayable content in a no-no with Google’s new mobile algorithm. Be sure to use video embedding that’s playable on all devices. Use HTML5 animations to provide the user with the best experience. Have a transcript of the video available. Google will reward you for making your site accessible to those using assertive browsing technologies.

Use Mobile-Only 404s

Some site content is visible to desktop users for a URL while it shows an error message to mobile users. If using dynamic serving, make sure the user-agent detection is correctly configured. And if a page doesn’t have a smartphone equivalent or show 404, keep users on the homepage rather than directing them to the smartphone’s homepage.

Mobile Site Design

When creating a mobile site design, don’t use flash. This plug-in may not be available on the user’s phone. If you want to create special effects, opt for HTML5 instead. And forget about those pop-ups. Not only are pop-ups frustrating for users, it will likely lead to a high bounce rate. Keep in mind that there is less screen space on a mobile phone. Be sure to concisely optimize titles and meta descriptions to show off great work on the SERPS. Use rich snippets to stand out.

Follow these tips, and your site will be mobile-friendly and ready for Google’s new algorithm roll-out on April 21^st.

Is Your Website Mobile-Friendly?

To determine if your website is mobile friendly, test it out on Google’s Mobile-Friendly Test page. Although this test isn’t without a few flaws, it’s an effective gauge to determine whether or not your website is in Google’s good graces. Another method to test your website’s mobile performance is to do a search for it on a mobile device. If the SERP entry has the mobile-friendly label, then you’re good to go.

Take it a step further and run your website through Google’s Mobile Usability Report. You can find it in Google Webmaster Tools or https://www.google.com/webmasters/tools/mobile-friendly/. With this report, recommendations are given to ramp up mobile use.

Notable Changes in the New Algorithm

The new algorithm will be analyzing mobile compatibility on a page-by-page basis. Google will be taking a look at the mobile-optimized pages and promoting only those that are optimized. At the same time, Google won’t be penalizing the entire website if there are some pages that aren’t optimized. Be sure that your website is well-designed and responsive.

Another feature of the new update will be real time. That’s really good news. If your website isn’t mobile-friendly by the April 21^st launch, you can optimize it any day, and the bots will crawl the page for a new score of mobile-friendliness.

App indexing is also a new feature for sites with associated Android apps. Its purpose is to tighten the connection between mobile application and mobile search. To enhance app indexing, Google recommends the following:

• Verify the app’s official website on Google Play Console
• Add deep links to reach specific content in the app
• Check for errors in Webmaster Tools and fix them
• Provide deep links for each web page with corresponding deep links on the website or in the sitemaps

What You Need to Do to Brace for the New Changes

When Google gives the command, it’s wise to follow. If you don’t, you’ll be left in the remaining dust. You’re going to have to adapt to the new mobile-centric world of marketing. Be sure that your website is responsive and address any mobile usability problems with Google’s Webmaster Tools. And if you have an Android app with your website, make sure it is deeply linked and indexed quickly. Lastly, monitor your website’s metrics after the roll out of the new algorithm on April 21^st. Keep testing and adapt. And may the Google gods be with you.