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Web site optimization. Adaptability

According to statistics, about 50-55% of users use mobile devices for surfing the Internet. Google search engine recommends creating sites optimized for mobile phones and tablets because the presence of 2 versions – desktop and mobile – allows you to increase the position of the site in the search results.

HTML Layout types

There are several types of layouts of the website (HTML page markup):

  • fixed layouts
  • rubber mockups
  • responsive mockups
  • adaptive layouts
  • mixed type

Today, we’re going to review one of the optimization kinds – adaptive web design.

Responsive web design

What is Adaptive Design?

Adaptive web design is a design of web pages, that provides a correct display of the site on various devices connected to the Internet and dynamically adjusts to the given size of the browser window.

Adaptive site – one of the most popular ways to make the resource look beautiful on all mobile devices. Thanks to the flexible layout, the adaptive site is displayed correctly on both smartphones and tablets.

For search engines, site adaptability is one of the most important factors in ranking.

Every year the percentage of people who are looking for information on the Internet with mobile gadgets increases. Search engines start indexing the site with the mobile version. And its absence or non-adaptivity for gadgets can lower the position of web resource in search results.

In addition, according to Google statistics, 40% of users leave the site if it does not meet the requirements of usability, loads for a long time and has a complex, illogical structure. Thus, it is necessary not only to create a mobile version of the site, but also to optimize it from a user experience standpoint.

Advantages of adaptive design:

  • one layout and code for two site formats
  • adaptive images
  • usability enhancement
  • reducing the burden on SEO specialists when creating external and internal links
  • more accurate web analytics. Merging Reports on all sites
  • no redirection needed and reduced loading time
  • automatic site changes in 2 versions. This makes it easier to publish new content and implement new functionality
  • quick scan by Googlebot

The code for this site is written once, and any changes made to it are displayed on both desktop and mobile versions. If the site has an individual design, created specifically for the resource and containing unique elements, its development is better to entrust to professionals.

Is it necessary to adapt the site to mobile devices?

In fact, the main goal of adaptation is to increase conversion among smartphone users.

Adaptive site from scratch is well suited for landing and business card sites, blogs and various resources promoting services. If you have many products, you constantly publish content, adaptive design is your option! All content is duplicated automatically.

Technical audit of the site will help to choose the best option for development of the site for mobile version.

Advantages of mobile version of the site

What does the adapted mobile version provide for the site:

  • increasing audience loyalty
  • low Rejection and Withdrawal Rates
  • increasing leads
  • high site rating in search results
  • increased traffic with advertisements from mobile version of website

How to find out how well the website is optimized for mobile devices?

To do this, Google tools have the service Mobile-friendly Test. Enter the address of your site on the page, and the service will start checking and will give the result, how convenient is your mobile version.

How to check the download speed? With Google PageSpeed Insights you can see how fast the site is loading, learn its performance and identify weaknesses to further improve efficiency.

When developing a site, it is better to follow the Mobile First method, creating an adapted version of the site with all necessary functionality.

A properly optimized version of the website should have the following characteristics:

  • convenient, intuitive navigation, well visualized on any mobile device with different resolutions
  • no horizontal scrolling
  • minimized code
  • optimal forms to facilitate conversion actions
  • structured presentation of text and graphic information
  • formatting content to facilitate perception
  • high site download speed. Ideally, up to 3 seconds, otherwise there is a chance that user will be tired of waiting and will close the page before downloading
  • sitemap
  • adherence to SEO principles in content preparation
  • adaptability of video and images to different resolutions
  • automatic dialing by click on your phone

Testing requires special attention!

The mobile version of the site must be checked on all portable devices. This applies not only to phones, but also to tablets and desktops. On one of them the site may appear quite normal, and on the other the received 404 error can upset the user.

How quickly adapt the site to mobile devices?

There are two main approaches that you can use to adapt your site for mobile gadgets.

Separate version of the site for mobile phones

The mobile version of the site with further placement on the subdomain is a more expensive option, but it is the thing developers recommend to implement for large Internet resources. For example, for social networks, catalogs, large online stores. SEO optimization and changes on two versions are done individually for each resource. This development option is suitable for those who already have a site ready, but not optimized for gadgets.

Advantages of a separate mobile version of the site:

  • site layout for mobile devices has simplified design with basic elements without overloading on small screens
  • contains the same pages as the main version
  • site does not contain secondary information, has optimized version of purchase

How to optimize my website for better mobile phone experience?

For the owners of sites created on the basis of content management systems such as WordPress, Drupal, Joomla, the companies offer a set of plugins and adaptive topics that will allow optimization for mobile versions without knowledge of web development. Mobile Website Builders have a number of limitations in their functionality, so you shouldn’t expect them to optimize qualitatively. It is better to seek help from professionals.


Website optimization for mobile devices is a necessity that directly affects the ranking and delivery of the site in search engines. A high-quality optimized site for gadgets increases not only the traffic of potential customers, but also the growth of conversions due to the speed of site download, convenient navigation, simplified electronic forms and effective visual optimization of content for mobile devices.

If you want us to look at your site and give our opinion or you need help in optimizing the site – write to us and we will be happy to help.