Since the start of this year, Google have been touting the imminent mobile-first update of their search index, which will treat the mobile versions of each site page as the primary pages to index. For brands who spend big in SEO, this means ensuring sites are mobile optimised in every way possible, not only addressing mobile format, functionality and speed, but in terms of site content also.

Legacy mobile sites can sometimes be “lite” versions of their parent counterparts, originally designed to be viewed on tablets or desktops but adapted to the mobile screen sometimes as an afterthought. This often means constant scrolling on mobile, and more detailed content is shown as simply very long areas of text, rather than being reworked specifically for the mobile screen. If brands don’t start treating their mobile sites with equal importance in terms of content and design, they may well miss out in terms of search impressions. And with the Google update looming, now is the time to give mobile sites the attention they deserve.