Alterações do Google podem afectar 40% do seu tráfego Web
O Google quer ajudar os utilizadores a encontrar o que procuram através da adição de uma etiqueta mobile-friendly a resultados de pesquisa em dispositivos móveis, que cumpram os critérios. É o primeiro passo na melhoria da experiência do utilizador de dispositivos móveis, contudo, o Google admite que estão a decorrer experiências para usar a etiqueta mobile-friendly como critério de ranking.
O que é que isso significa para as empresas?
Em primeiro lugar, um grande número de websites está em risco devido à atualização do algoritmo de resultados de pesquisa do Google, a menos que se tornem mais mobile-friendly. Tem sido especulado que um certo número de websites de marcas bem conhecidas estão em risco, tal como o website oficial da União Europeia, Windows Phone, Versace, Ryanair, Danone ou The Daily Mail. No entanto, isto poderia ser uma grande oportunidade para empresas que reagem rápido, pois tendo um site mobile-friendly pode significar maiores rankings nos resultados de pesquisa, o que poderia trazer vantagem em relação à concorrência. Está previsto que o impacto desta atualização será maior do que o das anteriores – Panda e Penguin -, embora o sucesso do seu website dependa de, somente, se agarra esta oportunidade ou a deixa passar por si.
O que fazer para evitar consequências negativas e agarrar esta oportunidade?
Primeiramente, precisa de compreender que as consequências podem ser significativas. Como foi mencionado anteriormente, para evitar que o seu site esteja em risco, o seu website precisa de ser mobile-friendly. Mas o que é que isto significa efetivamente? Em primeiro lugar, os websites precisam de conter texto grande (legível) e links fáceis de clicar. Também precisam de ter um design responsivo, o que significa que a URL da página Web continua a mesma, independentemente de a última ser aberta num computador ou num dispositivo móvel, porém o site responde de acordo com o tamanho do ecrã, aumentando a satisfação do utilizador.
Como verificar se o seu website é mobile-friendly?
O Google fornece uma ferramenta gratuita para verificar se um determinado website é mobile-friendly ou não. Precisa simplesmente de digitar o endereço do seu website e esperar poucos segundos para obter o resultado.
Como melhorar um website para ser mobile-friendly?
O Googlebot especifica os seguintes critérios, que deveriam ser cumpridos para que uma página seja elegível para a nova etiqueta mobile-friendly:
conter texto legível sem fazer zoom;
colocar links suficientemente afastados uns dos outros para que o desejado seja facilmente selecionado;
dimensionar todo o conteúdo para o ecrã de um utilizador específico, para que não seja necessário fazer zoom ou scroll horizontal;
limitar software como Flash, que não é comum em dispositivos móveis.
O que fazer para obter uma etiqueta mobile-friendly?
Depois de verificar o estado da sua página através do teste mobile-friendly, leia como criar e melhorar o seu website compatível com dispositivos móveis, preparado pelo Guia de dispositivos móveis para webmasters do Google e tente ver o relatório de usabilidade em dispositivos móveis nas suas Ferramentas do Google para Webmaster. Irá encontrar os principais problemas de usabilidade em dispositivos móveis ao longo de todo o seu website. Lembre-se também de personalizar o software do seu website e implementar as melhores práticas SEO para dispositivos móveis recomendadas pelo Google.
A atualização mobile-friendly ao algoritmo do Google é uma indicação de quão importantes as pesquisas efetuadas em dispositivos móveis são e serão num futuro próximo. A incorporação de ‘ser mobile-friendly1’ como critério de ranking para websites deve separar aqueles que proativamente optam por ser mobile-friendly, em oposição àqueles que não vêem o benefício e poder da sua presença a nível dos dispositivos móveis em páginas de resultados de motores de pesquisa. Isto pode significar que será mais fácil de os resultados corretos serem encontrados no sítio certo e à hora certa.
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Veja ‘O que uma Agência Digital Pode Fazer Por Si’ ou contacte-nos, simplesmente.
1 – Mobile-friendly – Qualificação atribuída a websites de fácil navegação em dispositivos móveis. Para que uma página seja elegível para a nova etiqueta mobile-friendly do Google, (a) o seu texto deve ser legível sem fazer zoom, (b) os seus links fáceis de selecionar, (c) o seu conteúdo corretamente dimensionado para o ecrã de um utilizador específico (para que não seja necessário fazer zoom ou scroll horizontal) e (d) o seu software limitado se for de incomum utilização em dispositivos móveis (p.ex: Flash).
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