Mobile-friendly tagging now impacts your nonprofit’s search rank

3 Mar


Last year Google unveiled their mobile bot, the software that they use to crawl over web domains to see what experience mobile visitors to your domain will see on their phone.

If, in their view, you have a mobile-friendly site Google adds a “Mobile-friendly” tag to your listing in search results. Here’s our blog about this topic from last December. (The screen grab above shows the tag in place for our customer Ronald McDonald House Kansas City.)

Now comes what many thought was inevitable-Google will reduce your search rank if you don’t have a mobile-friendly version of your primary website domain URL Here’s an article on this topic from TechCrunch.

What this means is that your nonprofit may not show on the first page of search results. In fact there’s really no way to tell where your website will end up in terms of which page you’ll appear on if you don’t meet Google’s mobile-friendly criteria. Given that mobile searchers aren’t likely to review page after page of search results in the limited time that they devote to search and that mobile search leads to action within an hour, there’s a lot at stake for nonprofits.

Namely, lost donations and missed engagements will likely rise with no mobile-friendly tag.

So, the day has arrived that having a great mobile experience is no longer an option for nonprofits.

As we have blogged about here, most visitors to your domain visit in order to make a gift. Moving down the search results due to the lack of a mobile-friendly experience can have a direct negative impact on fundraising.

As the days, weeks and months go by this situation will only grow as a result of the PC fading from view as the primary access point to the internet for all Americans, no matter their age or demographic profile.

How much does a mobile-friendly (we prefer to think of what our customers have on our platform as “mobile-optimized” – email me at and I’ll tell you the difference) site have to cost? How about less than $1/day?

The reality is that with cloud computing firmly in place there’s really no reason to “own” your website anymore by having a developer create it from scratch. There are plenty of platforms out there like ours to look at and in our case we offer powerful, secure and frictionless giving process for any screen.

Going mobile is easy and now Google has pretty much laid out what they see as a very mobile-dominated future. All nonprofits need to take note and not risk lost donations and reduced supporter engagement.

Dale Knoop leads a great team working to make RAZ Mobile a great platform for any cause engaged in fundraising. Any cause can create an content-rich mobile presence, share it through text messages, social media, QR codes, advertising and more and best of all-quickly and securely process donations from motivated supporters with a minimum of friction. Dale holds multiple patents and applications for patent in the mobile space including advertising, content optimization, geo-targeting, negative QOS and a mnemonic device QR code alternative.

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