What is responsive web design? Well, Smashmag describes it as an approach to design that ‘should respond to a users behavior and environment based on screen size, platform, and orientation’. The number of people accessing the web through multiple devices is soaring day by day. So having a site which is compatible for all devices is no longer a luxury, it’s a necessity. But why? Passion Digital’s design team explore some of the reasons why it’s important to adopt a responsive web design for your website.

Eliminates duplicate content risks

If you are not opting for a responsive design, this means that you have to create different sites for different mediums. For example, you’d need one for your mobile phone and another for your desktop. In doing so, the likelihood is you will be displaying duplicate content for your products. It is not easy to run the same pages for different setups, nor is it advisable since you face the risk of uploading another version somewhere along the line, or updating only one version and not doing it for the other. Put most simply, it’s far easier to keep track of your website and it’s progress when you’ve only got one to look after.

Respect Google’s guidelines

Google is, no doubt, the most popular search engine. When it comes to knowing its users and customers, it leads the pack. As the saying goes “when you are in Rome, do what the Romans do,” you have to conform to the rules implemented by Google. Since the effectiveness of search engine optimization has a lot to do with your search engine, there is absolutely no reason why you should go against the requirements of the search engine. Google clearly says that the configuration they mandatorily recommend is a responsive web design. Therefore, do not delay and change your website into a responsive design, based on Google’s advice.

Link building

As discussed earlier, when it comes to a responsive web design, the URL on every page is unique. So, the link that leads you to the main site also takes you to the mobile site. Lack of multiple URLs for the same entity helps in the non-dilution of the page rank and keeps the back-end profile for the desktop and mobile device stronger and more effective.

Improve search rankings on mobile devices

The preference of Google has taken effect in cases such as this. Searches on mobile devices have almost overtaken web searches all across the globe, which is why Google will rank mobile-optimised URLs higher than those that are not when it comes to mobile searches.

Lower bounce rate

When your website does not have proper customer engagement features, users will leave your page only after a few clicks. Google, will then reduce your rating because of an increase in bounce rate. When your rating is reduced, you will have less appearance preference, and the traffic of prospective clients to your site will also be reduced. If you wish to reduce bounce rate, opt for a responsive design. The bounce rate increases when viewers open pages in a medium with non-targeted viewership. Responsive design takes away this possibility since it will rearrange it according to medium, eliminating horizontal scrolling. Eventually, you will rate high on Google’s list and maximize the effectiveness of your SEO.

Adopting responsive web design is a very good way of not only simplifying the maintenance of your site, but it also improves your visibility and search engine rankings. It’s important to stay ahead of the curve when it comes to design trends, because they are always geared towards the user’s experience; something Google values highly.

 

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