Mobile friendly, responsive design
Responsive Web design is a must for all modern websites. It means that the the website changes to suit the user’s behaviour and the environment (based on screen size, platform and orientation). As the user switches from using their desktop to laptop to iPad to phone the website automatically changes to accommodate for resolution, image size and scripting abilities. Basically the website should have the technology to automatically respond to the user’s preferences. On Tuesday, April 21, 2015, Google made a big massive change to the search algorithm it uses to rank websites. This mobile friendly change is based on whether the web page is completely optimized for mobile viewing. Google announced this change on its Webmaster Central Blog in February 2015. They stated the following:
"Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices."