Mobile Site Optimization and Responsive Websites


Chapter (7) Mobile Site Optimization and Responsive Websites:

The digital marketing era has seen smartphones’ rise as the preferred option for online purchasing, e-commerce, and finding informative content for responsive websites. Designers used to create a desktop version and then remove heavy-duty elements to create a watered-down version for mobile devices.

But with the advent of online marketing and social media, mobile phones and tablets have gained prominence. Studies suggest that most internet traffic comes through mobile phones and tablets—they have largely surpassed desktop websites. Even web design frameworks such as Bootstrap and Foundation use the mobile-first approach because the target audience has undergone a major shift from desktop users to mobile users.

 Until recently, designers created two sites: one optimized for mobiles and the other for desktops. It is essential to focus more on mobile site optimization than the desktop version. However, this can be tricky if the mobile version is a stripped-down version with fewer features and less content than the desktop site.

Moreover, this means you have two URLs for the same site with similar content, so you need to use the canonical tag. Besides, a watered-down mobile site results in a pathetic UX. Enter responsive web design: an excellent alternative that uses a single URL for mobile and desktop sites. Responsiveness is rated highly by Google. All the features and content of a desktop site are present on the mobile version, meaning there is no compromise on content display; the site is user friendly and ensures an optimal UX.


The bounce rate will be lower because users can get the same information on mobiles and desktops. Because there is only one URL, there is no redirect, resulting in faster page loading times. Because Google highly recommends this approach, it is here to stay. Currently, Google marks websites as mobile-friendly in mobile searches to help its users identify which websites are likely to work best on their device.

Site-Loading Speed 

Site-or page- loading speed is an important attribute in mobile optimization, because Google and other search engines penalize sites that take a long time to load. An optimal page-load time leads to better conversion and improves the saleability of your products. Pages that take a long time to load may frustrate users and cause negative UX, leading to higher bounce rates. Loss of internet traffic or a bad user experience can damage the site’s reputation. 

There are several ways you can improve your page-load speed:

Minifying CSS, JavaScript, and other files 

  • Minimizing HTTP requests. 
  • Using an efficient server configuration and good bandwidth. 
  • Archiving redundant data in the database, and cleaning out trash and spam using fewer plug-ins and third-party utilities. 
  • Interchanging data and images, depending on the screen size. 
  • Avoiding inline styles, and keeping presentation separate from mark-up. 
  • Using a content delivery network (CDN).    

 Next (Off-Page SEO)

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