Over the past few years, a growing number of consumers have accessed the internet through tablets and smartphones. For online businesses, the trend has been problematic, because PCs and mobile devices have vastly different display capabilities.
Consequently, an e-commerce flurry has ensued over mobile-optimal coding. In response to popular inquiry, Google has offered its advice on the subject.
According to the world?s number one search engine, three options are preferable for websites in the mobile age: responsive design, integrated coding and alternate domains.
Topping the list of Google recommendations is responsive web design, which utilizes coding that auto-adjusts to screens of any size. The code detects the vertical and horizontal demands of each browser ? from PCs and laptops to smartphones and tablets ? and instantly makes the proper adjustments.
Responsive design has its share of pros and cons. On the upside, it spares companies from having to spend money on secondary websites. On the downside, the coding involved is difficult to master, while the finished results are process-intensive at both ends.
According to Katrina Potter of search engine marketing firm iProspect, responsive design is simply not ready for primetime. Though it could prove ideal in the long run, the technical requirements are presently out of reach for most businesses.
While she respects the forward-thinking nature of responsive design, Potter suggests that Google has its own reasons for endorsing the concept. It all comes down to the processing involved in the crawling and indexing of duplicate pages, which can be quite taxing on search engines. Google, she insists, is simply trying to promote methods of coding that could maximize its own resources.
Google?s second recommendation for mobile adaptability involves integrated HTML, in which multiple codes are combined into one. Under this method, each page is coded with the necessary HTML for PCs and mobile devices. This too requires technical skills that are far beyond the abilities of most contemporary programmers.
Potter explains that integrated coding prompts search engines to detect which device has accessed a site and then serve the appropriate form of HTML. Since all the content is contained in the same URL, the integrated method is convenient for users who link and tweet their favorite sites.
As with responsive design, however, integrated coding is somewhat ahead of today?s capabilities. Potter points out that search engines are not always successful at reading servers. Until technologies improve, the integrated coding method is a novel yet dangerous undertaking for most businesses.
The third recommendation involves alternate domains, which have already been undertaken by many online businesses. Google, however, requires users to annotate codes in order to specify each corresponding device ? whether a site is geared for a PC or smartphone. The purpose, Potter insists, is for mobile and desktop content to rank the same amongst search engines.
Potter ultimately stresses that coding should be recommended on a company-by-company basis. Responsive design, for instance, could be an ill-suited option for companies lacking in technical know-how.
On the other hand, responsive design could be the ultimate step when a company sets out to transform itself.
Source: Internet Retailer
Source: http://www.dailydealmedia.com/789google-recommends-three-different-methods-for-mobile-optimization/
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