A mobile-friendly website is one that displays correctly on hand-held devices such as smartphones, iPads, and tablets. This means your website’s information (images, texts, videos, links) are easily and readily accessible across all different platforms. Mobile-friendly Design means that a website detects the screen size of the user and delivers the site’s content in an optimized way for that screen size. There are three elementary differences between the mobile experience and the desktop: space is at a minimum, attention is scarce, mobile users are very goal directed.
The key guideline for mobile friendly design is simplified and specialize, and should include these features: loads fast, easy to read, easy to navigate menus with limited space on mobile devices, minimal scrolling (also horizontally), avoids flash (Apple products do not support Flash). In April 2015, Google announced a new algorithm change called Mobilegeddon (Mobilepocalyse/ Mopocalypse) according to ‘Search Engine Land’.
It’s intended to give mobile friendly pages a higher ranking on searches, so it is crucial that your site is optimized for mobile users. The site display must be able to shrink down to display on a mobile device while still being functional and user-friendly. You can check the mobile friendliness of your website with Google’s Mobile-Friendly Test Tool: https://www.google.com/webmasters/tools/mobile-friendly/