Responsive design makes sites easier to read for the visitor, and thus enhances the overall user experience. The more people who enjoy the experience, the more come back. This factor alone is enough to understand why Google made the change this year to include mobile friendliness as a factor in its ranking algorithm.
Faster Load Time
Another known ranking factor is page load speed. Responsive design does not require a redirection of queries to a certain URL, so it’s faster than a mobile site. Google has already confirmed that it is using site speed in web search ranking, and we expect this trend to only continue. There are many online tools you can use to test the load time of your site.
Link building is one of the top tasks for SEO managers. It’s an ongoing and lengthy process to build links from trustworthy sites. According to Moz, “Since the late 1990s search engines have treated links as votes for popularity and importance in the ongoing democratic opinion poll of the web.” When moving to a responsive design website, you can maintain all the backlinks that your original site has.
Decreased Bounce Rate
Search engines interpret a high bounce rate to mean the content was not relevant to the user and will decrease your site’s rank accordingly. Responsive design still lets you display relevant content the user is looking for.
Lower Chances of Duplicate Content
Search engines have a hard time determining which page of duplicate content to include in search results. If you have a separate mobile site, you risk having duplicate content on the web and hurting your rankings.
Social Share Growth
With responsive design, you keep all the social shares to one site, and when a link to your site is shared, it’s easily readable on any device.
Just One URL
With responsive design, there’s no need to create a mobile version of your site, which would mean starting over in getting better site authority. Also, with one URL, you can send all of your paid media campaigns to the same page without worrying about your device targeting.