In search engine optimisation, you have to adapt or disappear. Here are three issues that the SEO agency needs to solve for you as soon as possible.

– Move from HTTP to HTTPS

Hypertext Transfer Protocol (HTTP) transfers information from a server to a user’s browser in plain text that is susceptible to third party manipulation in the online market. Hence, now, Google demands that all website move from HTTP to the more secure HTTPS or risk a ‘not secure’ tag on the address bar.

HTTPS takes the simple HTTP and implements a Secure Sockets Layer (SSL) certificate that encrypts any communication between a website and a browser. Therefore, when a user wants to retrieve your website on the web, the server first sends a key to the browser, which unlocks a private key on the website, and creates a secure communication path.

Without this encryption, personal information such as credit card details float on the website in the eye of identity thieves. This migration from HTTP to HTTPS is not only important to Australian businesses in the e-commerce and finance industry but to every brand that doesn’t want to risk loss of traffic for being termed as insecure.

– Make your site mobile friendly

Currently, all digital strategies must suit the layout preferences of desktop and mobile browsers. Google released an Accelerated Mobile Pages (AMP) project last year that requires websites to condense content for mobile users. AMP eliminates JavaScript and images that slow down a website. A simple Google search on a phone displays an AMP button next to search results of websites with content packaged for mobile browsers.

Since page speed is a ranking factor, it is essential to have a responsive layout. Additionally, engage content marketing tactics suitable for mobile. Lengthy posts, with little visual appeal, cannot meet your objective in the three to five seconds mobile users spend on a page. For that reason, lengthy pieces should go to the blog or the journal only. Product and service descriptions should be straight forward, and use as many descriptive images as possible. In e-commerce stores, the shopping cart and navigation menu must be visible from any section of the site.

Recently, Google increased the characters on a standard meta description to about 300 characters. This is one issue baffling web design experts because there is no indication whether it is a phase or a long term change. Such issues are impossible to keep up with while trying to run a profitable company. Therefore, let an expert, with the time and resources, handle optimisation challenges.