Mobile optimisation is critical because most users now browse on smartphones. Google’s mobile-first indexing means the search engine primarily evaluates the mobile version of your site when deciding rankings. For an Essex business, this means if someone in Brentwood or Chelmsford taps your link on their phone and finds a clunky interface, broken menus, or unreadable text, they’ll likely leave—and that bounce hurts your ranking potential. A mobile-optimised site features responsive layouts, compressed images, and easily clickable buttons. It should also have concise text that’s scannable on a small screen. Users often look for immediate actions—like calling your phone number, which should be tappable, or finding quick directions to your store. By focusing on mobile-friendly design and fast loading times, you enhance user satisfaction and signal to Google that your site is modern and relevant, which strengthens your local SEO performance.