Why is responsive design one of the most important features for a web site? Part no. 2

In a previous blog, we introduced you, what is responsive design and basic characteristics of this approach to web design. In this article, we would like to continue further and bring in some information about an impact of a responsive design on SEO. You will find here alternative ways of optimisation for mobile devices as well as couple of words devoted to a responsive design and the CMS BUXUS.

1. Impacts on SEO

Responsive web is also important in regard of SEO - Search Engine Optimization. When indexing a page, Google is taking into account a usability index of web site on mobile devices that can be easily tested at any time. Google also prefers web sites that are easier and more comfortable to use for a user. When searching for a concrete term on a mobile device, it prefers web sitesthat are the most optimised for mobiles and tablets.

2. Adaptive design

In a praxis, we can find some alternative ways for optimisation of web sites. One of these alternatives represents an adaptive design. This way uses a Javascript and when detecting a mobile device or a smaller definition, it is able to relocate and adapt individual items in a way they are ideally shown on different screens. However, it is not ideal to use an adaptive design as a sole solution. The main reason for that is that a web site is firstly shown in a desktop version. Simultaneously, individual items can be relocated, a web page is adapted for smaller screens and all these activities are done after Javascripts are loaded. Nevertheless, an adaptive design shall be used as a perfect complementary approach to a responsive web site, mainly when solving cases using a Javascript.

In ui42, we commonly use a combination of responsive web and an adaptive design. It is even very important to note that a use of adaptive design does not have any negative impact upon SEO of a web page.

3. Mobile Web

However, a responsive design was not common standard in the past. Web pages hereby used mobile versions of web sites in these times. They are located at an individual URL address such as: m.something.sk. The advantage of this way of implementation is that HTML and CSS for standard and mobile devices are completely divided. Subsequently, the whole implementation is easier. A browser always loads only a code intended for an individual view, while in responsive design it loads the whole code.

This solution also has one disadvantage – sustainability of a code is challenging. Each change in a desktop version requires the same change to be made in a mobile version. Server then decides, which of these versions is finally shown to a user. Thus, a problem is that this decision is not resolved on a used mobile device. Nevertheless, it can cause that a mobile device detection shall not function properly.

One of big disadvantages of this solution is also a negative impact on SEO. Each web site has two URL addresses (one is intended for mobile usage and the other one for standard views). Another problem creates an impact of this solution on a speed of a web page. When user of a mobile device comes to a standard version of a web site, it requires an additional redirecting.

4. Responsive design in ui42 and support from the CMS BUXUS

Any web sites created in ui42 are standardly responsive. Basic templates in CMS BUXUS are built on the Boostrape and hence they are fully responsive. Nevertheless, we also have to take into account sole speed of a web page. CMS BUXUS automatically changes size of pictures and thus prevents loading of too big pictures. Loading of Javascripts is usually solved through requirejs. Consequently, an application of Javascripts as a part of an adaptive design does not slower web pages.

There are no obstacles in cases, when we do not use our CMS BUXUS. One of the most excellent expamples of such cooperation represents a highly responsive design and frontend realised for one untraditional Swiss travel agency Rissko-Bilferie.

Summary: why to invest in a responsive design?

  • markedly increases application of a web page for visitors on mobile devices,
  • decreases bounce rate – users preferably stay on a responsive web site and they rather leave an unresponsive one,
  • increases conversions in eshops,
  • improves SEO – Google takes into account speed of loading a web page and completely better users experience,
  • offers great possibilityto achieve more loyal visitors.
Don’t be unresponsive to responsive design.

If you are interested in this topic, do not hesitate to contact us for more information.