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Sevenval on Google's New Algorithm: How to Avoid Conversion Loss
[March 25, 2015]

Sevenval on Google's New Algorithm: How to Avoid Conversion Loss


Starting on April 21st, Google's (News - Alert) new algorithm will take into account website usability specifically for mobile users. Websites accessed via mobile which have long loading times and a low quality display may have to deal with the ramifications of a drop in the search results ranking. This is a significant change which will affect E-commerce service providers. They need to pay special attention to this change as it could have a direct effect on their conversion rates, both positive and negative. While Google launches their "mobile friendly" initiative, Mobile Commerce continues to grow at an accelerated pace.

The majority of Google's recommendations on how to be considered "mobile friendly" are easy to implement as long as it has to do with something more straightforward such as a blog. When it comes to larger sites including online shops, it gets a little more complicated.

How should big enterprises and E-commerce service providers deal with Google's new algorithm? Sevenval is expanding upon Google's tips with recommendations specifically geared towards more complex websites.

  • Error-ridden re-directs and linkage

Every page needs to be optimized for mobile. This also means that a mobile landing page linked to the desktop site will no longer be enough. The HTML Tags "Canonical & Alternate" (for the desktop and mobile sites) must be integrated for stand-alone mobile sites (e.g. m.*.com). A well thought-out Universal Domain Concept should be created in order to properly deal with re-directs.

  • Error pages on mobile site pages
    Error pages (404 errors) should be avoided by using an appropriate re-direc. When working with dynamic content, it is important to make sure the user agent detection is configured properly. The re-direct can be shifted to a front end server that uses a database (CDR = Client Description Repository). The CDR is responsible for the device detection and ensures that the re-direct works properly. It is important to take the Universal Domain Concept into consideration throughout this entire setup.
  • Mobile site does not exist



Websites may have to deal with a fall in the search rankings if smart phone and tablet users are being directed to the desktop site. It is very important that all pages are optimized for mobile devices. A quick fix when mobilizing websites is parsing. In doing so, content from the existing website is selected and edited to fit the mobile site. If possible, this is an automated process. Sevenval's System Aggregation Team has professionalized this approach. This enables us to roll out a mobile site in several countries at one time. Parsing is a quick win solution with one disadvantage. Changes made to desktop website have a direct effect on the mobile site. It is very important that changes made to the desktop site be communicated to the mobile developers in advance. This allows them the necessary time to amend the templates.

A strategic and future-proof solution can be achieved using a RESS (Responsive Design with Server Side Components) approach. A front end server is used to decrease the process load and data processing for mobile users. Depending on the device, smaller pictures are delivered and HTML, CSS (News - Alert) and Java Script are optimized. This ensures minimal data transfer without waiving content.


  • Slow mobile sites

Long loading times are frustrating for users and can lead to a lower ranking. Load times of more than 4 seconds result in a significant loss in conversion. A solution for this case is very complex. The most important ways to improve loading time is to implement asynchronous loading of 'Above the fold' content and integrate scripts (JS and CSS) for content that is to be displayed first. External Java Script and CSS data should be loaded last and be compressed before being transmitted. A long-term solution is desirable and can be achieved by integrating a front end server that ensures a high performance among current and future devices, browser versions and OS updates.

Sevenval Consulting offers the "Google Ranking Check" enabling you to better evaluate your company's current situation and potential risks. The Google Ranking Check identifies possible problems and highlights how the performance of your site can be increased.

We can gladly present various solutions in the form of a workshop in order to find the best fit. Even existing mobile solutions have enormous potential for improvement.

About Sevenval Technologies

The Sevenval Technologies GmbH (www.sevenval.com) is a web technology company based in Cologne, Berlin and Vienna. The company is composed of three business units: Technology, Consulting and Quality Assurance.

With its software, Sevenval FIT, the company's Technology division offers an industry leading front end server solution. Sevenval FIT ensures optimized and fast delivery of responsive web design at the highest quality. In addition to the development and distribution of its software product, Sevenval designs and creates individual one web solutions for clients and partners.


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