As smart devices adoption rapidly increases alongside the huge influx of device fragmentation and mobile Internet usage, building a responsive website is no longer an option – it absolutely is a requisite.

So what does a responsive web design mean?

Responsive Web Design is a cluster of techniques that enable a website to respond to user need and flex and adapt to the size of screen it is being viewed on – whether on a tablet, a 4-inch mobile device or a 6-inch smartphone.

Why is a responsive web design imperative?

If SEO is a prime component of your digital marketing campaign, having a mobile-friendly website is crucial.

  1. This is what the Search Engine Giant wants

Google, owning 67% of search market share, announced in December 2014 that it would be giving preferential treatment to websites with responsive design. The search engine giant also stated that mobile-friendly sites would be its recommended mobile configuration, regarding it as the industry best practice.

Since responsive design websites use the same URL and HTML, regardless of the device, Google finds it easier to crawl, index and organise content. A mobile-friendly website also makes it much more convenient for web visitors to share, interact with, and link to its content compared to a mobile site that has a different URL and HTML.

  1. It Offers Optimal User-Experience

Because of the huge importance Google places on user-experience as a ranking factor, a responsive site is proven to create an optimal user-experience. A report from mobiForge shows that 46% of mobile web users are less likely to visit a website again that caused them trouble in the past. Also, 33% of tablet users are unlikely to make a purchase on an online shop if they experienced poor website performance. With this, bounce rate is increased, indicating search engines – particularly Google – the incapability of the website to generate interest.

On the good note, if a website has built-in responsive web design, it opens its pages immediately – fitting to the screen size. This keeps your web visitors’ attention, making them stay on the webpage longer and allowing them to browse around easily. And as a result, not only you reduce bounce rate but you also enhance user-experience.

  1. It Manages SEO Campaigns Much Easier

This is the key advantage a responsive design website has over a separate mobile site.

If you do not opt for a responsive web design, then you end up having a separate desktop and mobile website. This requires you to run separate SEO campaigns, thereby increasing your workload of managing the services.

Managing one site and one SEO campaign is much easier than running two different sites and two different SEO campaigns. With a responsive web design, you can focus entirely on the primary functions of your website.