Respond Or Die: Designing For Google’s Focus On Mobile
From April 21 Google’s algorithm adds weight to mobile-friendly sites in search results, making the principles of responsive design even more important. Sam Court, UX director at full-service agency, The White Agency has some tips for companies on how to manage the change.
Responsive Design is about crafting websites to provide an optimal experience across a wide range of devices with various resolutions – from desktop computer monitors, to tablets, and right down to mobile phones.
When we search there are millions of webpages with information. Google’s algorithm relies on more than 200 signals to interpret what you might really be looking for. These signals include things like the words on the site, the freshness of its content, your device and region, and PageRank.
More information about Google’s update can be found on their blog.
But first, some context…
The first phase of the web was about openness – anyone could build a site and have it found. Phase two has been about mobile, allowing entire nations to skip the desktop. If the next phase of the Internet is about connecting the dots to automate human-centred experiences, then we better ensure that the web is properly indexed for mobile usage!
Since 2011, digital media consumption has grown 394% on smartphones and 1721% on tablets (Comscore). In addition, 31% of traffic to the top 10 digital properties was mobile-only. So with the changes to Google’s algorithm, there are really no excuses for not concentrating on mobile.
Five Tips for Optimisation
In order to best capitalise on Google’s mobile prioritisation, here’s five principles to help optimise your mobile experience.
1. Usability, not aesthetics
Mobile screens are small, so more than ever, the interface needs to be easy rather than pretty. It also means that leveraging established design patterns is more important than ever.
The Nielsen Norman Group has some great advice on mobile usability:
- Use Mini-IAs (like a Table of Contents) to help with long pages
- Layer content so a reader can quickly get the gist
- Optimise the IA’s depth to reduce the steps needed to get to relevant content
2. Optimise for speed
There’s no doubt our smartphones are crazy-powerful – even smarter than the computers that got NASA to the moon. Despite this, and despite 4G’s speed, it’s still important to cater for inferior connections. Web geriatrics like me will remember the days when websites had self-indulgent Flash introductions, which were so big, they needed a preloader.
Users on the run will not wait for lagging sites. Test and optimise your site using a lower-spec mobile with a slower than 4G connection. Keep the load times to a minimum and make the experience feel “snappy”.
3. Prioritise navigation
Consider whether every navigation item is necessary on smaller screens. Prioritise the vital elements, giving them absolute prominence.
Many product-based sites have complex navigation systems allowing inventory filtering. Clear sign-posting provides context and guides choices. The Iconic does a pretty good job at simplication for smaller screens.
Another key concern is revising your main navigation – often triggered using a ‘hamburger’ fly-out. Minimise items around what the stakeholders and users need most. And don’t forget the users’ mobile contexts – What are they most likely to need when on the go?
4. Fingers are fat
We human folk are clumsy and imprecise. Especially when you think about the poor accuracy of a finger on a touchscreen, compared to the pixel precision of a mouse cursor on a desktop.
It’s best to keep in mind real mobile contexts for use too. Lend Lease is one of our clients, and I like to imagine a construction worker using his smartphone to check a building material specification whilst on a building site.
Most importantly, give your clickable elements sufficient breathing room. Google’s Material Design Specification is a great reference and offers scalable visual guidelines to ensure all elements of your interface are clear and usable on every size screen.
5. Don’t forget iPhone’s high-resolution screens
Including both ‘high’ and ‘standard’ resolutions for images ensures your site will look sharp on high-spec screens like Apple’s Retina. Obviously with additional fidelity comes increased file size, so ensure your load times are still manageable and you’re only using high-res when you really need it.
Another way to optimise with icons and logos is to make them in SVG format. Because they’re vectors, they’re small file sizes and they stay crisp at all resolutions.
Latest News
TV Ratings 29/4/24: Farmer Wants A Wife And Lego Masters Lock Horns In Overnight’s Battle
Who won the battle of the big guns - Lego or Farmer Wants A Wife? One thing's for sure, it wasn't Great Train Journeys.
Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8 per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]
IAS Awarded New Responsible AI Certification From Trustarc
Integral Ad Science tossing up over the mahogany or teak frame after being awarded TRUSTe Responsible AI Certification.
AWARD Calls For Hall Of Fame Nominations
B&T's noms for AWARD Hall of Famer includes Louis The Fly, Chums' talking Scottie dog & Mumbrella's coke dealer.
Havas Red Wins PagerDuty PR Account
Havas Red wins PagerDuty's PR. And judging by B&T having to Google PagerDuty, it could probably do with some help.
ACA Poised To Release Results Of 2023 Create Space Census
The Advertising Council unveils date for its census results. Hey, why not coincide it with an office lamington drive?
Why Fear Is Essential To Fernando Machado’s Creativity
If there's anyone B&T loves to chat to, it's fabled marketer Fernando Machado. Although the 5am time difference sucks.
Superdry Drafts AFL’s Patrick Lipinski For New Campaign
B&T fast regretting that poncho we just bought, as it appears the puffer jacket returns as winter's hottest trend.
Elon Musk vs eSafety: Legal Experts Warn That ‘Rogue Operators’ Like X Are Unlikely To Win Federal Court Battle
If this legal stoush boils down to who can afford the better lawyers, B&T's backing Mr Musk every single time.
Amy Poehler Presents First Look At Inside Out 2 At Vivid Sydney 2024
Vivid isn't about freezing your arse off while looking at lights on a wall, as you'll learn with this Amy Poehler news.
Mutinex Launches DataOS Improving Data Warehousing & Quality For MMM Marketers
Work in marketing? Does your data warehousing resemble a teenager's bedroom? Here's a Marie Kondo-approved read.
IMAA Celebrates Three Years Of Group Trade Credit Insurance Deal
Are you a struggling indie? Thinking of firebombing the building for the insurance money? IMAA has you covered here.
Adam Sandler Seemingly ‘Slams’ Ukraine In Pro-Kremlin Campaign
Host of A-list celebs caught slamming Ukraine's president. Thankfully it does have the Milli Vanillis about it.
New Marketing & Comms Agency For Defence & Aerospace Industry Takes Flight
As painful as this is to say, judging by current world events, the bomb & tank industries must be in rude health.
Opinion: Do Punters Want To Wear Your Brand?
This columnist asks do punters want to wear your brand? B&T'd say yes if you were Nike, no if you were Anusol.
WiredCo Builds Portfolio With Appointment To G.J. Gardner Creative Account
WiredCo 'cements' its relationship with home builder G.J. Gardner. Did you see what B&T cheekily did there?
Keep Left Reveals ‘Strategically Assembled’ Strategy Team
PR agency announces serious upgrade to its strategy offerings. Thankfully stops short of calling them Delta Force.
Initiative’s Michael Chong: What Do Mountaineering, Media & Marketing Have In Common?
Yes, B&T's running an inspiring mountaineering story. And this from people who won't come to work if the lift's broken.
CMOs To Watch: DrinkWise’s Part Time Builder, Part Time Marketer, Nathan Kent
Despite his love of DIY, B&T can't see Drinkwise's Nathan Kent in any "you can get it" VB ads anytime soon.
Mari Kauppinen Pops Up As MD Of ITA Group ANZ
Mari Kauppinen set to bring some zing, some song and some va-va-voom to her new role at ITA Group.
“It Is Getting Better But At A Glacial Speed”: PR Guns On Shaping A More Diverse Media Industry
B&T has a love-hate relationship with PRs. Love if they take us for a boozy lunch. Hate when you send releases as PDFs.
GoTransit Media Group Unveils The Power Of Regional Transit Advertising
Need reminding lots of people live outside the Surry Hills enclave? It's the regionals &, yes, they have almond milk.
Slew Of Promotions For Special Senior Creative Leadership Team
Special announces a slew of promotions in its creative team. And, no, they didn't order Uber Eats to celebrate.
Kantar: AVOD Subscribers Double In 12 Months
Study finds Aussies happy to watch ads on their streaming services. Or, are they just putting the kettle on more often?
Val Morgan Digital Exceeds All Campaign Uplift Benchmarks Via A 12-Month Brand Metrics Study
Val Morgan announces it has exceeded all its campaign benchmarks. Still can't get under an hour for the City To Surf.
Australian Retirement Trust launches monster of a campaign, by M&C Saatchi and Bohemia
Get offered a seat on the bus today? Knees creak like an old pirate's galleon? This retirement ad may be of interest.
Print Audits To Discontinue As Audited Media Association Of Australia Pivots To Support Influencer Marketing
Is it just B&T or are audits in the media industry suddenly becoming murkier than Roxy's husband's tax returns?
News Corp Australia Launches 2024 National Education Advocacy Initiative With Expanded Program
News Corp set to shine a light on the nation's schools in new series, giving illegal bikie gangs a well-earned rest.
Decoding The Consumer Maze: Urban List Report Reveals How Modern Shoppers Spiral From Discovery To Purchase
Latest report unravels a shopper's journey from the joy of discovery through to a nasty letter from a debt collector.
Cosmo Returns To Australia!
Ever get the feeling we've weirdly warped back to 1988 at the moment? Confirm it with the relaunch of Cosmo in print.
People & Culture Consultancy Human Kind Collective Launches To Plug HR Gap For Media Agencies
Does the very mention of HR have you struggling to remember last year's Christmas party? Get the sweats with this news.
‘We Want To Be A Growth Partner, Not Just A Media Buyer Or Someone That Makes Ads’ – Bohemia Boss On Agency’s Ambition
B&T's chatting with Bohemia boss Paul ‘Hutch’ Hutchison. Although we do think 'the dagger' a far superior nickname.
Initiative’s Geoff Clarke: ‘Youth Hits Targets With Enthusiasm, Experience Hits The Targets You Can’t See’
Initiative’s CCO Geoff Clarke on the value of experience in agencies. Not to mention quoting lines from Pulp Fiction.
The Iconic Teams Up With 5 Aussie Athletes For Latest Campaign
Fashion label brings in the athletes for new campaign, many of whom appear to have prepped with re-runs of Zoolander.
Seven West Media Secures New Director Of News & Current Affairs
After a tumultuous few weeks, Seven unveils director of news & current affairs. And B&T never uses tumultuous lightly.
Seven Network Expands NSW Sales Team With Two New Group Business Directors
Seven ramps up its NSW sales team. Both of whom are well versed in pronouncing Manu Feildel's croque-monsieur.