In the blacksmith’s house, a wooden knife? This is what many of the large companies that make up the Fortune list must be wondering now, a document that includes the 500 most relevant and important global companies on the current scene, from different areas of the economy, culture and life. society of the moment. An inclusion in this ranking that has traditionally been considered a privilege. Up to now?

The direction 46% of the brands that make up this list will take will depend on their future policies. The reason is none other than a recent investigation carried out by the Merkle company, in collaboration with RKG, in which it is ensured that this percentage, almost half of the companies that incorporate the ranking do not have a mobile web page adapted to the new Google criteria.

A fact that a priori may seem insignificant but that, entering the mobile marketing landscape, is not so extravagant, given the role that mobile devices are destined to play in the not too distant future and, fundamentally, the image built of these companies as a synonym of avant-garde, innovation and business robustness.

Specifically, the research carried out by both organizations came to the conclusion that almost half of the most relevant brands in the world did not have this new and relevant requirement. A lack of adaptation to the  Namibia phone number list   new Google algorithm that, on the contrary, was present in the brands that make up the list of this publication that contains the 500 most important brands in the world belonging to the retail sector, which in seven out of ten cases analyzed did They demonstrated having a web page whose design was responsive and / or adapted to smartphones or tablets.

The reason for this difference? The study carried out by Merkle and RKG points to the greater amount of demand from digital consumers that retailers currently have, whose behavior has shifted towards buying and selling through electronic commerce using mobile devices. It is not surprising that the brands that make up this ranking have, in 71% of cases, a website adapted to the new Google requirements.

However, the pending duties of large companies in terms of mobile adaptation do not end here. And it is that this report maintains that even those Fortune companies whose activity is not necessarily determined by Google’s new algorithm has also shown not to adapt to new times and their corresponding technologies. Hence, 70% of them registered a web page and a mobile web with different URLs.

Google’s demands

In this sense, for those responsible for the report, the launch of the new Google algorithm will force the large companies that make up the Fortune list to adapt to the new times that mobile optimization is marking since, otherwise, their lack of web designs Friendlies will negatively impact your results on the network of networks.

This is due, as RKG underlines, to the fact that only in the last quarter of the year the importance of adapted mobile design has been increasing, due to the results of organic searches carried out by users through mobile devices. Thus, those who did not have a mobile-friendly design saw their CTR results reduced by 46% on average.

The advancement of mobile devices

Google’s decision to carry out a change in its algorithm is motivated, among other aspects, by the increase in the use of mobile devices by Internet users. A trend that the almighty search engine has opted for, forcing brands to develop changes that these new devices must contemplate.

The truth is that reasons are not lacking, since only in the first quarter of the year the organic traffic registered by Google was boosted through mobile devices three points more than in the previous quarter and 11% more compared to 2013. Of the Similarly, these devices led to a 54% increase in organic user search traffic.

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