Only 55 of 96 websites belonging to the PR firms in O’Dwyer’s 2015 rankings meet Google’s mobile-friendly criteria, according to a study by Didit Communications.
Each website address was entered into Google’s test page.
Of the 45 firms in the New York ranking, 42% had websites that are mobile-friendly.
The most common errors are:
• Text set at a point size too small to read on mobile devices
• Links spaced too closely together to be easily clicked
• Mobile viewports not set correctly
• Use of incompatible plug-ins
• Site content set wider than screen making it invisible
• Blocking access to resources used by Google’s web robots
Mobilegeddon is coming
In late February Google announced effective April 21 websites that fail to provide a good mobile browsing experience will suffer from reduced search visibility on those devices.
This doesn’t mean though that the failing websites will not appear.
“Because agencies have less than a month to pass the test, it’s incumbent upon agency management to take this issue seriously,” Didit’s Editor-in-Chief Stephen Baldwin stresses.
Baldwin points out that according to Emarketer.com, “2015 will see mobile search reach the tipping point -- the stage at which the majority of spend, organic traffic, and paid clicks comes from smartphones and tablets.”
Baldwin acknowledges that while the deadline is fast approaching, problems causing a “fail” can be solved easily in most cases and Google’s own Webmaster Tools provides helpful resources to identify and eliminate mobile-friendly issues.
Didit will continue to run tests up to the deadline to see whether improvements are being made to the websites studied.