Demands of Google Google is, undoubtedly, the most useful and effective search engine of its kind, and when it comes to the preference of users and customers, it leads the pack. As the saying goes "when you are in Rome, do what the Romans do", you have to conform to the rules implemented by Google. Since the effectiveness of search engine optimization has a lot to do with your search engine, there is no reason why you should go against the requirements of the search engine. Google clearly says that the configuration they mandatorily recommend is a responsive web design. Therefore, do not delay and change your website into a responsive design, based on Google's advice. No duplication risks In case you are not opting for a responsive design, this means that you have to create different sites for different mediums, like for instance, one for your mobile phone and one for your desktop. In doing so, you are displaying duplicate content for your products on the Internet. It is not easy to run the same pages for different setups, nor is it advisable since you face the risk of uploading another version somewhere along the line or updating only one version and not doing it for the other. This can therefore result to a mismatch. Without a doubt, links built are stronger As earlier discussed, when it comes to a responsive web design, the URL on every page is unique. So, the link that leads you to the main site also takes you to the mobile site. Lack of multiple URLs for the same entity helps in the non-dilution of the page rank and keeps the back-end profile for the desktop and mobile device stronger and more effective. Lower bounce rate More often than not, when you open a site, it does not work properly since you do never-ending horizontal scrolling that comes with several minuscule copies from within. When your website does not have proper customer engagement features, users will leave your page only after a number of clicks. The Big G, which is Google, will then reduce your rating because of an increase in bounce rate. When your rating is reduced, you will have less appearance preference and the traffic of prospective clients to your site will also be reduced. If you want to reduce bounce rate, opt for a responsive design. The bounce rate increases when viewers open pages in a medium with non targeted viewership. Responsive design takes away this possibility since it will rearrange it according to medium, eliminating horizontal scrolling. Eventually, you will rate high in Google's list and maximize the effectiveness of your SEO. Improve search rankings on mobile devices The preference of Google has taken effect in cases such as this. Searches on mobile devices have almost overtaken web searches all across the globe. which is why Google will rank mobile-optimized URLs higher than those that are not when it comes to mobile searches. Article Source: http://EzineArticles.com/9352407