It may sound faddish, but Responsive Web Design is a technical necessity to keep your business alive and visible on mobile phones and tablets. It is geared towards easy reading, scrolling, and viewing your website content across a range of devices.
Why it Matters to You
A RWD is programmed to use “media queries” to figure out the resolution of device it’s being served on. Flexible images and fluid grids then size content correctly to fit the screen. Think of it as “snap to fit” software. A fixed design will not scale, and flash is not visible on Apple devices — it may be time to update your site.
“Day by day, the number of devices, platforms, and browsers that need to work with your site grows. Responsive web design represents a fundamental shift in how we’ll build websites for the decade to come.” – Jeffrey Veen
What Else does it Mean
Google is pushing for responsive web design. If your PPC (Pay Per Click) campaigns “quality scores” will be lower if your site does not a) filter out mobile website traffic or b) optimise your website for mobiles. Many websites now receive one-quarter or more of their visits from mobile devices and it is critical to not lose these customers. If your website is not optimised, your lower quality score will drive up the cost of bids and lower the frequency in which your site is displayed.
Your targeted devices: How well your ads have been performing on different types of devices, such as desktops/laptops, mobile devices and tablets – you get different Quality Scores for different types of devices. – Google
Search Engine Optimisation will be knocked back if you ignore RWD. Google will filter organic results by sites utilising RWD to give their users the best possible experience in finding results that are compatible with their device.