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Google Wants us to GoMo-bile

26 April, 2012

mobile phoneAccording to Google, eight million people in the UK access the internet from their smartphone every day. There are 23 million smartphones in the UK – almost 50% of all mobile phones. Despite this, many businesses have not invested in ensuring their website is optimised for mobiles.

Google recently launched an initiative to help businesses analyse their websites for ease of viewing through mobile devices, and identify any areas for improvement. Google has now launched “GoMo”, which aims to help businesses work out the kinks involved in going mobile.

By simply typing in your website’s URL to GoMo, you can obtain an analysis report that gives a quick summary, identifying your website’s worst areas as a benchmark from which to plan improvements.

Areas covered include:

  • Website loading time
  • Brand development
  • Functionality
  • Usability
  • Next steps – building the site, using Google places, promotion and advertising

The report also includes personalised advice based upon which business type you select and how your website integrates into your marketing strategy – e.g Is your website purely for brand awareness, does it drive new business or is it the primary source of income (for example an ecommerce site).

From your answers to a number questions regarding your website’s functions, the report gives a rating on a list of identified issues, for example:

  • Image handling
  • Text size (whether you need to scroll or zoom to read)
  • Thumb friendliness
  • Functionality

Jesse Haines, group marketing manager for Google’s mobile ads, explains in the Google Mobile Ads Blog that GoMo is designed to help businesses that have set up a mobile presence but find it’s not working as well as it should.

She explains that “most businesses’ websites don’t work well on smartphones” and that frustrated customers are visiting and immediately leaving non-mobile optimised websites “hundreds, even thousands of times every day”.

Google is now also offering free mobile sites to small businesses for a year, in partnership with DudaMobile. This new service enables merchants to build a mobile site very quickly based on a series of templates.

Google’s goal is to grow its mobile ad business, having expanded its mobile ads format last year. But whether or not you are on board with this, if your organisation relies on its website to generate new business or service existing customer enquiries, you can no longer ignore the importance of mobile accessibility and readability as more and more people access the internet mainly on their mobile phones.

Website and Business Owners – What should you do?

As a first step, it is worth taking five minutes to run the free mobile assessment report available on Google’s GoMo website.

All website owners should now be checking regularly how many visitors are using tablets and mobile devices to view their websites. The easiest way to do this is by installing Google Analytics and taking a look.

As an example, 14% of traffic to jonnyross[dot]com comes via mobile. One of my clients gets over 23% through mobile!  For some business categories, the need for a mobile optimised website is even more important than others. Check how your business fits in here.

optimise website for mobile

Find out more about mobile optimisation for your website here.

To discuss the next steps in mobile optimisation for your website, without a sales pitch, give me a call on 011 33 20 21 21.

  • Handy post. I’m often explaining to people they need to make their website mobile friendly. I’ll point them to this post for advise. Thanks for sharing on

  • […] But if I had one criticism of LinkedIn, it would be around their investment in mobile. As a developer, I see more and more clients demanding mobile optimised websites and requesting mobile apps. (Here is a free tool to check if your website is mobile optimised.) […]

  • […] Connecting with customers at at a hyperlocal level is also becoming increasingly important now with the advent of ‘Social Local Mobile’ or SoLoMo technology. As more and more people are using their mobile phones to access information ‘on the go’, the potential for local businesses to make use of the latest technology, for example to send offers to people as they pass a shop is huge. Find out why Google wants you to ‘GoMo-bile’ here. […]

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