Responding to the most common website errors that occur for smartphone users, Google announced that it will be changing its mobile SEO practices. Mobile marketers need to make sure that their company's website is highly functional on both desktop and mobile browsers.
The errors Google discusses in an announcement on its Webmaster Central blog are largely redirect problems. Faulty redirects can send mobile users looking for specific content to the home page of the website's mobile version, which is frustrating and wastes time. Additionally, if a site is not compatible with mobile screens, it's best to redirect to the desktop version rather than give a 404 error. Videos and other content should also be optimized for mobile.
In its announcement, Google made it clear that search rankings would be altered with these issues in mind. Many users access the Internet from a smartphone, and the number of people who do so is growing. In order to reach as many prospects as possible, businesses need to ensure that their mobile marketing efforts are in line with how content is best displayed on a mobile device. The best online marketing a company can produce not be effective if it does not come up in mobile searches or display properly on a smartphone.