If the SAT had an SEO section: Your B2B company website isn’t generating the number of visitors and leads that you expect.
When you examine your site analytics, you notice that 70% of your traffic is from desktop devices.
What is the website’s likely problem?
All four of the options below can result in a website underperforming. However, the clue to correct answer is the fact that 70% of the website’s traffic is coming from users on desktop devices.
Across the internet, roughly 60% of all internet traffic is from a mobile device like smartphones and tablets. and 40% is from a so-called desktop device (which also can include laptop computers).
So why would an underperforming website’s traffic skew so heavily toward desktop devices?
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So let’s run through the four answers.
Number one. Not enough content.
While a deficiency in comprehensive content can result in lower rankings. Basically, if your site doesn’t have comprehensive and relevant content to the user’s queries, it won’t rank well.
However, the quantity of content can’t explain the desktop versus mobile difference.
Number two. Not enough backlinks.
Again, backlinks are a measure of authority, which is one of the three major elements to Google’s EAT, or E.A.T. guidelines. But, still, a lack of backlinks to your site doesn’t explain the desktop versus mobile discrepancy.
Number three. Bad local SEO.
So here we have an interesting answer. Local SEO activities increase the search visibility of brick-and-mortar business locations and businesses that serve a specific geographic market area.
A business with poor local SEO is less likely to show up on localized search results like in Google Maps and Apple Maps.
However, in our scenario, there is a 30% difference between the expected desktop traffic and the actual desktop traffic. That is a lot. It is too much for local SEO to be the most likely culprit.
So, not a bad answer, it’s just not the best answer.
Which brings us to option number 4. The site loads too slow.
This is the correct answer.
Our best data suggests that site load speed is an increasingly important ranking factor, especially for users on mobile devices.
Based on our experience, sites that are slow to load, are sometimes completely disqualified for ranking on a search in which the user is on an older, slower device and/or is in a slow connection.
We have seen it happen in the wild, where a website page is ranking #1 for a high-value search query when the user is on a laptop computer or a new iPhone. But when we make the same search on a slower device or on a slower connection (like 3G) the website page doesn’t appear at all.
If you want to check the speed of your website, Google PageSpeed Insights. That is a tool, offered directly by Google, to show you how your site stacks up.
If your website is in the red, you might want to look at speeding up your site. If you need help with that, that’s what we do.
BridgesStrategies.com.
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