When you look at the dominance of mobile users, it’s not hard to see why it’s more important than ever to create a mobile-friendly site. The shift from desktop to mobile has resulted in SEO changing too, with businesses scrambling to make their sites responsive so that they meet the latest algorithmic updates.

As of 2024, Google is using the mobile version of content for both ranking and indexing, with many factors influencing whether or not a site is pushed or held back in the SERPS.

A Single Site Experience

Metrics, including First Input Delay (FID), Largest Contentful Paint (LCP) and Cumulative Layout Shift (CLS) are all influential when evaluating the performance of a site. Sites no longer need to have mobile-only and desktop-only pages either. A single site is enough, but it needs to be optimised to load on a mobile device. A lot of site owners think that the best way to do this is to lower the amount of content on the page, but this isn’t always the best approach.

Take this site for example https://casino.betfair.com/game/temple-tumble-arx. The site content is the same across desktop and mobile, with content detailing the free spins available, how to play, and the best strategies to adopt. You’ll also notice that the game animations are the same across desktop and mobile too, which help to ensure a consistent experience. Welcome promotions are linked within the page, which again, leads to another mobile-optimized page.

Sites like this prove that with good site planning, it’s possible to deliver a good page experience across desktop and mobile, even with images, without splitting people off into different site versions.
This is a key trend for 2024, as minimalism takes hold of the market. This post here: https://www.21digital.agency/blog/4-key-reasons-why-minimalist-web-design-is-so-popular/ does a great job at explaining the importance of minimalism in website design, especially regarding user experience.

VOIP is On the Rise

Voice search has also become quite significant in the search landscape. If you want to focus on voice search then you need to explore Natural Language Processing (NLP). Sites that focus on this in 2024, will soon find that they can rank higher while being able to target a much broader audience.


When enabling things like VOIP (Voice over Internet Protocol), you need to make sure that you are catering to different accents and age groups. If you rush the process of NLP implementation, you may notice that your audience becomes frustrated. But all of this can be avoided if you take the time to understand its challenges. You can find out more about that in this post here: https://monkeylearn.com/blog/natural-language-processing-challenges/.

Another trend that’s starting to appear is people using desktops to make bigger purchases. Users tend to use desktops when buying electronic equipment, luxurious goods, or B2B software. Users as a whole, tend to prefer the desktop experience when completing transactions like this, purely because it allows them to see more information on the page at any one time.

Although mobile is dominating the market, sites that focus on selling high-value goods, such as cars, expensive watches or even properties, should still be thinking about desktop users in terms of the UX. Live chat options tend to be more popular with desktop users too, so having features like this on your site will help you to cater to people who may be using a computer, without disregarding mobile users.

By focusing on these trends, you’ll find it easier to cater to your audience, while ensuring that every single user has a positive experience when browsing your

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