It's less important to optimize for local smartphone users if your business offers purely online offerings. While it's always smart to optimize for mobile since more users are going there, if you're looking at significant spending to get your site there make sure first that you may profit from it.
Many of Google's optimization suggestions will also help your SEO efforts. Google announced last year that loading and overall site speed was a factor in its search algorithm rankings, and an improved user experience with better navigation definitely won't hurt most websites. Many of the changes Google suggests won't cost a lot to ask your Web design team to do.
Angela West dreams of opening a Fallout-themed pub featuring wait staff with Pip-Boys. She's written for big insurance companies, small wildlife control businesses, gourmet food chains, and more. Follow her on Twitter at @angelawest, on Google+, and on Facebook.
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