Benefits of Responsive Website Design: Google’s Recommended Approach

Responsive web design has a number of advantages. Marketing professionals are making a quick switch from creating separate websites for smartphones and desktops to creating one generic website that incorporates responsive design. This design technique lends web pages the ability to render themselves effectively on any device type without the user having to zoom in or scroll sideways for a view. Here are some substantial benefits of responsive web design (RWD).

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  1. Google prefers Responsive website design

The predominant search engine of the World Wide Web has explicitly expressed an inclination towards responsive. Google calls responsive web design the best practice in the market. When there is a single URL for the same content instead of two or three different ones, it makes Google’s chores of organizing, indexing and crawling content much easier.

  1. Responsive Websites load faster – with no redirects

When you have a separate website for mobile devices, it may lead to users being redirected when they type in your regular URL in their browsers. Redirects increase the site load time and it naturally becoming annoying for a prospect to wait for the page to load on a mobile device. This can lead to a lower response or audience retention on your website. Besides, there is often room for errors to creep in when a redirect takes place. In fact, faulty redirects are common mistakes observed by Google and that it why it does not prefer sites that maintain two separate URLs.

  1. Responsive design lets you keep only one URL

An online marketing campaign often depends on content sharing among users themselves. Therefore, it helps to make sharing easier for your viewers. Using responsive design lets you keep one URL that users can easily copy and share with friends, and the same URL can then be smoothly accessed from any device at the receiving end. On the contrary, using non-responsive design and multiple URLs to suit different devices, disrupts this process. This is one big reason why Google favors responsive websites.

  1. Non-responsive websites (separate sites for mobile & desktop) make it difficult to implement tracking

With non-responsive websites, you may need to implement tracking codes separately for both websites. In some cases, call tracking solutions don’t work on mobile websites depending on the software platform used to build the mobile website. This makes it costlier and less effective to keep separate sites for mobile & desktop.

  1. Responsive website design avoids redundant efforts!

As a marketer, you will have to create duplicate pages for the same content – one for desktop and another for mobile website. So naturally the costs for managing the marketing get multiplied if you are required to create each page twice. Responsive design is an efficient way of quickly getting things up and about in such a scenario.

  1. Your chances of committing an error on a responsive design is significantly reduced

Errors like putting in content that most mobile-based browsers are incapable of displaying are more likely to occur when you are using non-responsive design. Google data shows that using RWD help reduce the chances of errors though it still does not eliminate it.

Going responsive has a sizeable share of advantages to its credit especially if your site’s Google ranking matters to you and you have a sizeable portion of traffic coming via smartphones. While some websites may work just fine without implementing it, most others will do well to transition into the responsive category.

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