If you are trying to figure out how to get your franchise’s website more traffic, or you are concerned that you are not getting found in Google searches, the answer may be simpler than you think. Yes, search engine optimization (SEO) is very important, but your efforts may not be doing you any good if you are missing one simple thing: a mobile-friendly website for your franchise business.
Earlier this year, Google announced that more than 50% of Google searches worldwide take place on mobile devices, meaning that mobile Google searches have finally actually outpaced desktop Google searches. What does this mean for your franchise business? It means having a mobile-friendly website is more important than ever. If someone visits your franchise website on his or her mobile device and your site isn't optimized for a mobile user, it won’t be easy to read and navigate. When this happens, the online visitor will likely become frustrated and move on to the next search result. Boom, you just lost a potential franchisee or customer.
Not only can a non-mobile-friendly site turn visitors away, but it can also negatively affect your visibility on search engines. In April 2015, Google launched an update that increased the ranking of mobile-friendly web pages in Google searches from mobile devices. What does this mean for non-mobile-friendly websites? In most cases, it means these sites get bumped down in search engine results, making them harder to find and less likely to get clicked on than the mobile-optimized websites of your competitors.
Here are just a few of the many factors that Google now takes into account for ranking websites in mobile searches:
- Text readability on mobile devices (without having to zoom or tap)
- Webpage load speed on mobile devices (how long it takes your website to load on a mobile device)
- The presence of videos and other media that cannot be played on mobile (such as media that requires the use of Flash)
- Sizing and spacing of tap targets (such as buttons, form fields, and links that mobile users would tap on)
Put Your Website to the Test
A beautiful site design won’t do your franchise much good if it doesn’t show up properly on all devices. Go ahead and try accessing your website on different smartphones and tablets to see how it looks and how easy it is to navigate. A useful tool you can use is Google’s Mobile-Friendly Test to see how your website measures up on mobile devices.
Here at Scorpion Franchise, we provide award-winning website design services, expert SEO, and other digital franchise marketing services that help franchises boost their online visibility and attract more business from local customers. As franchise Internet marketing experts who stay up-to-date with the latest changes within our industry, we develop websites that are both beautifully designed and responsive across all devices. Call us today if you would like to find out what we can do to improve your website and your online presence!
Want to learn more tricks for getting the best value out of your online marketing? Check out our free guide: “ROI Tracking Strategies Your Franchise Can’t Afford to Ignore.”
About the Author
Jordan Wilson is the Senior VP of National Brands at Scorpion. For nearly a decade, he has worked with businesses of all sizes, from Fortune 500 companies to franchises at the local level. Professionally and personally, Jordan fosters the relationships he develops with his clients, always striving to exceed their goals and expectations. Jordan graduated from the University of Mobile where he played college soccer and won the National Championship in 2002. He is an avid traveler, and he loves a good Irish Pub, LSU Football, and spending time with his family.