Want More Visitors from Google?
Fix Your Site for Mobile!

mobile traffic from google searchLooking at the Google Analytics stats for our site I noticed that mobile traffic is much lower than it should be. Considering the current trends in mobile web usage I thought that about one third of the visitors should be on mobile devices. My analytics told me that it’s less than 20%.

I was pretty sure that my site was mobile-friendly because I use WP Touch WordPress plugin. However I headed over to Google’s Mobile-Friendly Test to make sure. Well, the test told me that the site is not mobile-friendly. How can that be, I have WP Touch? Visually it was totally mobile formatted and it seemed that WP Touch was doing its part.

When I checked my WordPress admin I found out that for some reason I had not updated the WP Touch plugin for some time. The plugin update takes just one click so I did that and headed back to the Google’s Mobile-Friendly Test. Great success! Google let me know that the site is now mobile-friendly.

Google's Mobile Friendly Test

Of course, I wanted to find out how much traffic had this outdated plugin cost me. To do that I decided to compare the mobile traffic from organic search to that of all other mediums. This would give me an understanding how big is the difference in mobile percentages for search and other channels.

Organic traffic is a default segment in Google Analytics. For all other traffic that’s not search I had to create a custom segment. I called it “Medium: search NO” and it looks like this:

google analytics segment not organic
You can add the custom segment to your analytic account by clicking here.

When I apply these segments to my visitor numbers I should be able to determine how much mobile traffic I am losing due to not being mobile friendly. I opened Google Analytics report Audience > Mobile > Overview. Here’s what I found:

  • In the case of organic search only 13% of users were on mobile or tablet
  • When I looked at all the sources of traffic without search the number rose to 34.2%

mobile traffic vs other sources

This means that Google is sending me only a third of the potential visitors. So, now that the mobile situation is fixed I should expect 20% increase in traffic from Google organic search. This translates to about 10% increase in total traffic.

Moral of the story: even if you think something is working make sure you check it every now and then.

I just made the changes to the site so it will take a while to see the results. How long will it take for Google to pick this up? A week, maybe two… more? Let us know what you think in the comments.

Sign up for our updates and I will let you know what the results are when they become available.

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Image: Álvaro Ibáñez

Priit Kallas

Priit is the founder and CEO of DreamGrow Digital, an internet marketing and social media company. With his 20+ years internet marketing experience he is Helping companies to understand and use the digital marketing to reach their target audiences. He has spoken at hundreds of seminars and conferences on different aspects of internet marketing. Priit is also the organizer of Digital Elite Camp, a leading traffic and conversion event.

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