Responsive design: does it factor into the Google algorithm? We have the answer!

Google has stated on several occasions that the company prefers responsive design for mobile devices.

Consequently, many assumed that responsive design would improve a website's search engine ranking. But is that actually the case?

All statistics clearly show that a mobile-optimized website is beneficial for both... Search Engine optimization as well as for online marketing, which is definitely important. But what kind of design is primarily meant by this? There are actually three: responsive, adaptive, and traditional web design.

Does Google prefer one of them? And does Google like one design more and then prioritize it in its algorithm?

But first, let's look at the designs we're discussing. The three designs that make websites mobile-friendly are:

• Responsive design: This design uses fluid and proportional grids, flexible images, and numerous CSS tricks to display an adapted version of the website for desktops, tablets, and mobile devices. The HTML– and the link structure is the same. The website simply becomes larger or smaller depending on the device, and the elements are arranged differently on smaller screen sizes.

• Adaptive Design: Adaptive design uses the same link structure across all devices. It detects the device and then generates a corresponding version of the HTML that is adapted to that device. This means that multiple versions of the website exist, all accessible via shared links.

• Separate websites for mobile devices: This is what is sometimes referred to as mDot. We're talking about different HTML structures that are accessed via different links depending on the detected device. So, you typically have the regular website at www.something.ch and the mobile-friendly version at m.something.ch. Apparently, 54% of the top 500 online brands currently use this system.

Google itself has listed the advantages and disadvantages of each design in its SEO for mobile devices Responsive Website Design, dynamic deployment, and different URLs explained.

Reading these articles also makes it clear which design Google prefers and even incorporates into its algorithm. For example, the use of responsive web design is recommended for the simple reason that responsive design consumes fewer resources, offers a better user experience, and avoids many SEO pitfalls.

In fact, Google is lenient with bad code, but penalizes websites that waste resources!

So we now know that Google prefers responsive web design and why. But do we also know if this actually influences search result rankings?

According to Google itself, responsive web design has no influence on the SEO Regarding responsive design, John Mueller of Google stated in October 2013 that while "likes" from smartphone users might have an indirect impact, Google does not incorporate responsiveness as such into its algorithm. Similarly, Gary Illyes stated in 2015 that responsive design offers no ranking advantages for websites.

Mobile-friendly websites are easier for Google to index, but there's no difference in how responsive and m.dot websites are treated. Responsive websites, therefore, don't automatically rank higher in search engines. Their advantage, however, is that they avoid common errors compared to other types.

The big difference with websites is whether they are mobile-friendly or not – not the technology used to make them mobile-friendly. Mobile-friendly will always perform better than the previous standard. But that's where the difference ends.

The solution to the question above lies in John Mueller's statement that the choice of design has, at best, an indirect impact on Google ranking. This impact can be both positive and negative. Things that lead to negative indirect effects include:

• Blocked CSS or JavaScript: Errors can occur in any mobile-friendly website design, and these can negatively impact organic search rankings. Therefore, regardless of the design you use, the website owner or administrator must allow Google to read the JavaScript and CSS files. This is especially important for those required for layout and navigation.

• Poor redirects: Pages with adaptive or mDot designs often suffer negative consequences if the redirect to the version for a specific device doesn't work. This means that Google may not be able to find the mobile-friendly website and consequently cannot index and rank it. This risk doesn't exist with responsive design.

• Inadequate labeling: Since the links to the different versions of mDot pages are completely different, it is important to label them with elements such as rel="canonical" and rel="alternate". Otherwise, Google cannot determine which version should be used for which directory – desktop or mobile?

• Slow loading times: This is one of the areas where responsive design websites can have disadvantages. Unlike adaptive or mDot designs, responsive websites load all the objects required for the desktop version simultaneously, not just those needed first for the respective mobile screen. This can significantly increase loading times. And as we all know, Google penalizes slow loading times!

• High click-away rates: Long loading times and a poor user experience often lead to high click-away rates – especially on mobile websites. If a website fails to meet user expectations within a few seconds, the user will generally click away. And the click-away rate negatively impacts search engine rankings!

In summary, a responsive website is optimized for mobile phones, tablets, and desktop computers, and is easily readable and navigable in all versions. However, this also means that different content cannot be delivered to different devices, and loading times can be excessively long. The latter, in particular, can negatively impact search engine rankings.

However, with adaptive and mDot designs, it's often said that the tablet version isn't optimal. This leads to a high click-away rate, which negatively impacts Google ranking. Furthermore, links to the different versions may not be properly labeled or may not function correctly, which is also penalized by Google.

Overall, responsive design is certainly the easiest way to make websites mobile-friendly, as the other two design approaches often lead to mistakes. However, no single design inherently offers advantages for search engine optimization.

In fact, every design has its advantages and disadvantages for SEO. And if it's not set up correctly, the mobile-friendliness of the site won't necessarily have a positive impact.

Google currently clearly favors responsive web design and would like webmasters to set up their sites accordingly. At the moment, this doesn't have any direct positive impact on SEO. However, this could change at any time in the future!

Do you have any further questions or would you like a consultation on responsive web design or search engine optimization? Then MIC Group – Your perfect contact! Don't hesitate to contact us by phone or email – we are always happy to help!