George O’Brien, founder of SF Modern Media Marketing, got in the business of serving others to help friends with website issues. First it was the transition to mobile websites: So many tourists were walking down the streets of San Francisco viewing menus, reservation options, and availability on smart devices, that local established businesses were missing out.
Initially that meant developing a website suitable to viewed on a mobile device as an option for online visitors. That became essential and is now fundamental. At the time, a simple secondary mobile website made sense.
Eventually, responsive websites that adapted to the size screen of the webpage visitor became the norm.
Now additional features, such as Structured Data Markup and Accelerated Mobile Pages have emerged. On a national marketing level these are mandatory. On a local level, one needs to examine the local market and the impact of these changes.
Interesting that large search companies often announce a new standard, but actually dial it back or adjust once they see the response in the market. Sometimes a wait-and-see approach to major changes is in order. George works in concert with a number of global networks that regularly meet and assess the impact of announced changes on a global, national, or regional basis.