Is “mobile friendly” an SEO positioning criterion?

mobile friendly

Is “mobile friendly” the new eldorado of natural referencing? Google seems to want to make it a determining criterion for SEO and no longer hesitates to display it in the SERPS.

Not all sites have a mobile version yet, some probably never will (complexity, cost, time, etc.).

What risks a site if it is not mobile-friendly? What are the benefits of having a mobile site? And above all, why does Google give it so much importance today?

Mobile-friendly, you will be

It seems logical to be certain that a site is a mobile version. It’s not uncommon to come across people who strongly support you that a site should be (above all?) designed for mobile (tablet and smartphone, I mean).

I can’t give them totally wrong, insofar as the search will be carried out more on mobile than on desktop. But from there to developing a site that is only mobile friendly, there is a big difference.

A site must be consultable everywhere on any support. Searchable does not necessarily mean mobile. Some non-compatible sites are “readable” on a smartphone, even if they are not adapted to the terminal. Obviously, that’s not practical.

Google is therefore trying to impose mobile friendly, basically “your site is mobile, that’s good, you’re a winner”. What interest does Google have in promoting this “label”?

At first, we can think that our colorful friend tends towards a web search more by the canons of mobile: adaptive design, display speed, data consumption, storage space, etc…

Elementary, my dear Watson! 4G or not, we are still far from pleasant surfing like on PC (Mac for friends). Suddenly, the advantages of mobile-friendly, are obvious and become obvious.

An SEO positioning criterion?

As usual, GG imposes its law and instead of going gradually (yes I know, it tries to make people believe it but it is ABSOLUTELY not the case) affixes to any mobile site a nice little well-deserved label and to the others nothing (for now).
In the same way as HTTPS, Google informs the visitor on the results page of mobile sites. As a result, the average visitor that we are, will (voluntarily?) go to the site which offers him better reading comfort. At the expense of another site, perhaps more relevant, condemned because not mobile-friendly.
So is it a positioning criterion or not? For the moment, it is not. Not in the same way as the so-called advantage of securing. The only advantage of mobile-friendly for the moment is clearly the contribution of traffic or the drop in attendance, depending on the situation of its site.

We can not yet prove what I say, it’s true. But in the long run, I really think that this advantage will be competitive and will make a difference. Will this become a criterion in its own right? Probably yes. Google will not claim it initially but it will weigh (already weigh?) ​​on the visibility of a site.

Should you switch your site to a mobile version?


I would rather say yes. But I would put conditions on it. What do we mean first by mobile version?

A Bootstrap-type adaptive design or a dedicated version? Mobile app or not?

Before launching headlong, it will be necessary to clarify this situation. Then, the mobile version, is OK, but for what content?

If we all agree on the fact that a mobile-friendly site must be lighter, what information should be put there?

Isn’t this a risk of impoverishing the content of its site to allow it to be easily usable on mobile?

All these questions are specific and specific to each project, but they must be answered to avoid the risk of making mistakes.

Why does Google promote mobile-friendly?

I suspect you already have the answer: Adwords. As the other said, if it’s free, you’re the product.
By giving new marbles to SEOs to rank (must not exaggerate either), they will throw themselves fully into this new fad and develop the mobile site in abundance.
And guess who will be the big winner? Of course, we get nothing for nothing. We’re doing business with GG, and he has to help himself along the way.
What I mean is that beyond the “nobility” of the gesture, the ulterior motive is always there. Desktop advertising on mobile is ugly, you can’t see it, it’s poorly integrated and the click-through rate is collapsing.
Suddenly, how to force all this little world to change their habits: we create a new criterion for them that will very quickly promote the emergence of millions of mobile sites. Sorry, it’s my paranoid side that stands out ;D

So mobile site or no mobile site?

Yes, of course, under certain conditions as explained above, but yes.
A mobile site, if it will help to make Google richer than it already is (I’m rambling, I know!), will also allow your business to take a new direction, reach more people, attract more traffic, and probably improve your CTR and ROI.
So a mobile-friendly site must be part of your short-term positioning strategy at the risk of letting the caravan pass and being at the back of the pack.

Leave a Comment