In 2017, mobile web traffic surpassed desktop web traffic for the first time ever. Since then, this trajectory has continued and it there is no turning back. We live in a mobile world where the use of mobile devices has exploded. How is the growing importance of mobile affecting search traffic and what does this mean for your law firm’s website? Here are the stats you need to know.
As of March 2021, Google has moved to mobile-first indexing for all websites. Most websites had already made the necessary changes, including optimizing load times on mobile, adjusting video and image quality for mobile, and ensuring that the main content was the same on desktop. and on mobile. To help you better understand the digital landscape, take the time to consider the following findings from this study by SEMRush.
Global Internet Search Traffic Trends: Desktop vs. Mobile
92.1% of internet users use a mobile device to access the web. This means that mobile-optimized sites are no longer a benefit, but a necessity.
Global search traffic comes mostly from mobile
Just over 53% of web traffic comes from mobile. 2017 was the first year that mobile usage surpassed desktop, and mobile internet usage has only increased since then. Imagine that you lose half of the users who visit your site because it is not optimized for mobile.
Desktop users spend more average time on site
Visits on desktop devices were 40% longer than those on mobile devices in 2020. However, users are generally spending less time on sites across all domains, possibly due to an increased attention span shorter.
Bounce rates are the opposite
The average bounce rate on mobile is 67.4% while the average desktop is only 32%. This means that users are much more likely to leave a mobile page, so your site to have to have a strong, mobile-optimized law firm web design to have a low bounce rate.
Sites and Domains Lose Rankings and Mobile Search Traffic
In the study conducted by SEMRush, many sites and domains lost their visibility in mobile searches. Of all the pages that appear in the search engine results pages (SERPs) for the analyzed keywords, only 11% maintained the same ranking on desktop and mobile searches.
It is important to note that dropping top positions on mobile will have a much more dramatic effect on traffic than on desktop simply due to the reduction in screen space available on a mobile device.
Desktop users see more Google ads and featured snippets
There have been changes in how often certain SERP Features appear on mobile devices compared to desktop computers. Device differences don’t seem to matter in the Top Stories, Local Pack, and People Also Ask features. That being said, desktop users were twice as likely to see a Google ad or featured snippet, while mobile users saw 12.5x more images and 3x more videos in organic search.
Users prefer mobile
58% of Internet users have a more favorable opinion of organizations if they have a powerful mobile site. The bottom line is that having a law firm web design that isn’t optimized for mobile will hurt your relationship with your audience in the end.
Key things to consider in the mobile age
Search experiences will be increasingly mobile. In order to future-proof your website, here are three actions you can take:
- Understand information provided by your competitors and industry trends. It is important to collect industry averages and compare your competitors. This will help you understand where you are falling short and take action.
- Examine your own mobile performance and take action if necessary. Get updates on your mobile performance as often as possible, even daily. Look at your rankings for important keywords and target placements. In particular, keep track of metrics like viewability and share of voice. Take a free website audit to check your mobile compatibility score.
- Create consistent touchpoints across devices. Never assume that users will only engage with one device. As they build a relationship with your law firm, they will likely leverage both desktop and mobile. Make it easy for users to come and go and access valuable content, regardless of their platform.
- Test, test, test. With anything you do, you should always test on a mobile device. So, if you create a new page, be sure to view that page on mobile to ensure that the user experience is still good enough.
- Disable pop-ups. One of the easiest ways to ruin the user experience on mobile devices is to have pop-ups that won’t display properly.
- Make the text large enough to read. Keep in mind the small size of mobile screens and optimize your text size so that it is easy to read on a small device.
Businesses are becoming increasingly digital in general. Mobile will become increasingly important to your online efforts, and combined with Google’s latest indexing, it may even become difficult to be found without mobile optimization.
This post has been edited and reposted from March 23, 2021.
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