"Mobile First" is Google's clear strategy, which began with initial measures in 2015 and is now being implemented without compromise. In the future, mobile-friendly websites will be Google's sole benchmark for search queries. (Photo: © georgejmclittle/123RF.com)
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February 1, 2021
Industry 4.0: Google is setting clear priorities for the future. By the end of March 2021, the search engine intends to significantly devalue all websites in its search index that are not optimized for display on mobile devices.
This would make many websites of craft businesses difficult to find via Google search – especially those with older websites . Google 's clear strategy , "Mobile First," began with initial measures in 2015 and is now being fully implemented . In the future, mobile-friendly websites will be Google 's sole criterion for ranking search queries.
Specifically, this means that from April 2021 onwards, only websites optimized for mobile devices will be considered in search engine rankings. If specific mobile requirements are not met , the site will automatically drop significantly in Google's search results . The same applies to searches for videos, images, or other content.
The reason for Google's consistent strategy is the changed search behavior of users: According to Statcounter.com , more than 55,7 percent of all website requests in December 2020 came from smartphones . Computers and laptops accounted for just under 41,5 percent of all visits. However, not all websites are prepared for this yet: Experts estimate that currently around 30 percent of all websites are not optimized for mobile devices.
For the websites of craft businesses, the figure is expected to be between 40 and 50 percent . This would mean that in the future, every second business would be virtually impossible to find via Google search. Potential consequences for tradespeople include fewer website visitors , noticeable revenue losses , and fewer applicants for job postings.
If businesses want to secure good rankings in Google search results in the future, there's no way around optimizing their websites for mobile devices . A first check is quite simple: if text is too small when accessed via a smartphone and requires zooming to read, the site isn't designed for mobile devices.
Google therefore recommends a " responsive design " that automatically adapts to the screen size . Individual page elements rearrange themselves for optimal clarity, images are displayed in ideal resolution , and buttons change for touchscreen operation. Low-quality photos and content that cannot be displayed on mobile devices, such as Flash videos , should also be avoided.
Businesses that don't want to completely convert their website to a responsive design can also provide a separate mobile version alongside their existing website . However, it's important to ensure that both versions contain as much content as possible . If businesses offer less or different content on the mobile version, this can lead to a decrease in website traffic, as search engines will then only index the mobile version.
At the same time, Google points out that even identical versions can be interpreted differently by the search engine due to different layouts or structures . Therefore, a responsive design is the better long-term solution for your website.
When assessing whether it's worth adapting your website to the new Google algorithm, your marketing strategy should be the main focus : If you rely heavily on Google's search engine to attract customers and skilled workers, you should promptly check whether your websites meet all mobile requirements.
If tradespeople primarily rely on word-of-mouth recommendations, prefer online or traditional advertising, or mainly market themselves through social media, then good Google search engine ranking might not be a top priority . However, since the search habits of customers and professionals are increasingly shifting towards online media , maintaining a high Google search ranking is often a future-proof strategy.
Craft businesses can use a free online test to check how mobile-friendly their website is: At google.com/webmasters/tools/mobile-friendly, Google will start a quick analysis after entering the website address . In addition to a list of potential display problems on mobile devices, there are also optimization tips. A comprehensive guide for website operators is also available at Google Developers.
If you can't optimize your website yourself, you should outsource the work to an external service provider . It's worth getting several quotes beforehand, as costs can vary considerably.
The price for mobile optimization of websites depends on many factors : How large is the website? Which individual services are required? And how many individual elements need to be optimized – from page layouts and images to videos? When comparing prices , keep in mind that small businesses and freelancers are often cheaper than agencies.
For smaller service providers, the cost of producing a separate mobile website with just a few pages starts at around €350 . For special requests, specific individual services, or numerous subpages, four-figure prices are not uncommon . Developing a completely new website with a responsive design costs, on average, about 30 to 40 percent more than a static website.
Who optimizes websites for search engines? Search engine optimization service providers: iBusiness.de
List of the "100 most important German-speaking SEO service providers 2020": ibusiness.de/seo-liste;seo-united.de
Directory of SEO agencies throughout Germany: seo-united.de/seo-agenturen
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