If B2B marketing professionals were waiting to optimize their mobile sites, time is not on their side. Google is currently using mobile-friendliness as a metric used in determining page rank in organic search results (1). As a result, mobile-optimized websites will perform better on search engine results pages. In addition to all other search engine optimization best practices aimed at boosting SERP rankings, mobile is now exerting a greater influence – likely earlier than most companies would have hoped.
Mobile websites that incorporate Flash will face the consequences and any broken links will prevent companies from rising in the search ranks. On the other hand, sites that integrate responsive design will likely earn Google's approval.
Because Google has put a lot of weight behind the idea that all customers are now multi-screen users, the company has a number of suggestions for companies that haven't yet invested in mobile-centric strategy. One of the big considerations that mobile site designers need to think about is making it easy for buyers to find what they're looking for (2). This requires assuming the position of a customer researching a new item and creating a mobile Web experience that's more intuitive and streamlined.