Mobile Revolution

I see the SEO case as compelling enough to make responsive design a priority in 2013 all by itself. Google is clear in its preference for responsive websites.

The question is where does responsive design fit in the rapidly changing mobile development ecosystem where hybrid sites featuring HTML5 code executing inside of a more typical mobile web frame is becoming common.

What is clear is we are working on the car as we attempt to drive at high speeds. What is unclear is exactly how your digital assets should become "responsive". I don't think our customers could care about this very inside baseball debate about how to code what they see.

I think every website should examine its presentation across devices and actions (email, browsing, filling out forms, buying). If you website looks fine should you pull it apart and put it back together again as responsive?

Yes and no. Yes if such experimentation provides other benefits, benefits tied enough to ROI you can afford them. Here is the rub, you will never now the lost ROI of NOT doing the work. SEO ROI of this 2nd generation nature is very hard to justify or fully understand.

In these cases where the bean counters can make a determination clear enough to create action marketers do what we get paid to do - make an informed guess.

If your mobile traffic is greater than 5% and/or your trend line shows a year over year double or better in mobile traffic then the time to get serious and figure out a mobile solution covering everything should be a 2013 priority.

If not, if your stats are below 5% and your trend line flat, you may be able to live dangerously for another year.