Google this week released a statement through their webmaster blog, entitled “Helping users easily access content on mobile” – the full article can be viewed at https://webmasters.googleblog.com/2016/08/helping-users-easily-access-content-on.html but we thought we’d give you our impartial take on the subject.
Google is without doubt the largest search engine and it’s main objective from a search perspective is to ensure that this remains. The sheer volumes of search queries made each day generate millions and millions of adverts which is a large part of Google’s revenue.
In June 2013, we notified through our own blog how the algorithm would take into account that websites which could be displayed in an optimised fashion would fair better on search engine results pages (SERPs) – “RESPONSIVE WEBSITES” – we worked with our existing client base to ensure their websites were optimised in this way, providing a greater experience for users. The results of this provided huge benefits for our clients in two ways – users visiting their websites through mobile devices had a far greater experience on the site – they were able to navigate a great deal easier to further pages, more content was consumed and there was an increase in conversions – sales or enquiries. The other main benefit was that the sites did actually receive greater traffic through an increase in the rankings of keyword terms.
The Start of the End for Intrusive Adverts?
This week’s blog post from Google was again looking at how it can improve the users experience online and it is a move that will many web browsers a great deal more at ease of browsing rich content websites.
The rise of these websites is no surprise – the volume of traffic and also the number of brands and marketing agencies that pay to gain exposure for these clients is growing at its fastest rate ever. As technology gets more advanced, getting a brand or promotion and tracked to be able to quantify the value makes a clearer proposition to marketing teams.
However these advert heavy websites may be the victim of their own “success”. They drive traffic to their own websites through marketing campaigns, users hoping to see some relative content click through and the first thing they are presented with is an advert. This advert loads a great deal quicker than the actual content they were hoping to view and the advertising website will receive their reward.
Part of Google’s release was the statement:
“Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible. This can be problematic on mobile devices where screens are often smaller. To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.”
An interstitial is an advert that appears while a chosen website or page is downloading that page – which we are sure you would have both experience and felt annoyance to – which basically means that these sites will not rank as high in organic listings on the Google platform. Google again has recognised the need to monitor website behaviour and protect the overall experience a user has whilst browsing the Internet. Whilst this will ensure some website master will have to review their strategy, Google’s policing can only go so far, but it goes to show the importance of Google as webmasters will be taking action to ensure they fall into line.