In case you’ve been living under a rock, a lot changed this year in website trends. We’ve seen some interesting tactics and tendencies. What’s next? Who knows – but I think everyone should consider catching up with what is. Here are a few of my observations from 2015:
- Web sites are getting simpler; this one seems obvious to our team, but nearly everyone I share this with seems surprised. Reality is that as mobile traffic increases, sites will need to be simpler to be impactful. Ever tried browsing a complex site on an iPhone 4? Yeah, you get it.
- WordPress is here to stay; think of WordPress vs. Drupal as VHS versus BetaMax. WordPress won. Even hardcore Drupal developers seem to be making the shift. According to W3Techs, WordPress is used by over 58% of all web sites using a known CMS – or roughly 25% of all web sites. Read the survey highlights here.
- WordPress is vulnerable; with its rise as a leading CMS, WordPress has attracted the attention of the hacker community. This year we saw our first attacks on two sites. Protect your site – fixing it after you’ve been hacked is a pain. We’re recommending a solution like SiteLock. Easy to deploy and configure, affordable, and seems pretty robust.
- Analytics matter; although we’ve preached this for years, it’s been surprising to me how few web site owners understand how visitors use sites. But this year I’m starting to see a change; site owners are looking at traffic, learning, and adapting content to reflect what they’ve learned.
- Responsive got real; you can thank Google on this one. With the announcement that sites that didn’t meet its standards for mobile responsiveness would be downgraded, Google kicked off a firestorm. Every site we’ve build since April 1, 2015 has had full responsiveness as a key performance requirement. If you don’t know where your site stands, Google offers a mobile-friendly test tool that you can use to check your URL.
- Mobile arrived for real; most of the sites we work with seem to have an inflection point where mobile traffic suddenly goes from being relatively insignificant to playing a key role. We saw one client’s site do a complete flip-flop from predominantly desktop to overwhelmingly smartphones during a fairly brief period. These trends seem to vary by industry, but it’s definitely happening. Ignore mobile visitors at your own peril.
- Google is a mystery; while the search side of Google has always been a challenge to keep up with, additional elements are coming into play as the algorithm accounts for other factors. Because of acquisitions and changes (for example the Google Places), many of our clients have found themselves with multiple legacy Google identities. Cleaning these up is a complex, and sometimes impossible challenge. The lesson? As you add new services, consolidate as many as possible to a single account. Merging them later is a giant headache.