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3 key characteristics of a responsive design mobile web page

In early June, Google's Pierre Far announced clear search engine optimization (SEO) guidelines for mobile marketing. The search engine giant made it clear that it prefers all mobile SEO campaigns to be based around responsive web design tactics. This means that a site serves all mobile devices on the same set of URLs, with each URL serving the same HTML to all devices. Responsive web design also uses CSS media queries to change how the page is rendered depending on the user's device.

Google says this method makes it easier for users to engage with the web page, and the company's algorithm can more effectively index sites that use responsive designs. With SEO Inc. reporting nearly 10.3 percent of all web traffic comes from mobile devices, B2B marketing professionals may want to embrace this new digital trend.

Responsive design requires three main characteristics – a fluid grid, media queries and responsive images. A fluid grid system uses percentages to define column widths instead of pixels, which makes it easier for a page to adapt to the device accessing the content. Media queries enable custom CSS based on the minimum and maximum width of a browser and help render a page more effectively for the user. Lastly, responsive images are similar to fluid grids in that these graphics don't have fixed widths, but adapt to the maximum-width of the device being used.

With Google recommending responsive designs for mobile browsing, it may be worthwhile for brands to switch to more accessible web pages sooner rather than later. 

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.