16% Of UK Retailers Fail The Mobile Test, Reflecting That They Are Not Ready For Google Inc Algorithm Update
Google Inc (NASDAQ:GOOG)(NASDAQ:GOOGL) is updating its website indexing to favor mobile-friendly sites. The company hopes to accelerate mobile adoption with its push for better mobile ranking. However, it appears that a number of retailers, in the U.K. for instance, aren’t ready for the mobile switch, posing potential adverse impact on their online sales and overall performance.
Google Inc (NASDAQ:GOOGL) is putting pressure on users to adopt mobile-friendly platforms to help them improve their ranking or defend the same in the updated ranking system. In the U.K., 16% of the country’s top 50 retailers failed the so-called ‘mobile test,’ according to data gathered by an e-commerce agency known as Ampersand. Additionally, just a small fraction of the FTSE 100 companies have mobile-optimized websites.
Google is pushing for larger mobile adoption because that is where the online audience is moving. Annual spending on mobile devices by U.K. consumers is expected to top 53 billion pounds by 2024, reflecting significant growth in mobile users in the market. However, regardless of the widespread mobile adoption, retailers in the U.K. are unprepared for the site indexing update that Google is rolling out.
FTSE 100 lacks proper mobile optimization
In the FTSE 100, for example, only about 39 companies have mobile-friendly sites, which means that the majority of the group risks significant ranking impact as Google Inc (NASDAQ:GOOGL) alters its indexing style. Of the top ranking retail names in the U.K., only Tesco came closest to scoring the highest mark in a mobile experience ranking by the search agency. Other names, such as Morrisons and Mark & Spencer, had an underwhelming performance in the mobile ranking.
Online ranking headache for U.K. retailers
The tragedy for U.K. retailers without mobile-optimized websites is that they will be shutting their online doors to shoppers looking for items to buy, which will adversely weigh on their sales. Retailers that do not show up in searches will lose customers to those with better ranking.
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