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GoMoGoogle wants more online retailers to realize the importance of creating and maintaining a mobile website. Today it launched GoMo, a new program to make that happen.

“A proper mobile site that works for users is really the first step… before even marketing,” said Jesse Haines, group marketing manager of Google Mobile Ads, in an interview with VentureBeat.

Creating a website is oftentimes a nitty-gritty process. You need the right designer, with a shared vision, and lots of communication. But nowadays when your site is done and beautiful, you can’t sit back and enjoy your working creation: it’s time to develop the mobile version. Many websites today overlook the necessity of mobile websites and how pinching and zooming can cost you repeat visitors. This is especially important for e-commerce businesses that will want to optimize websites as mobile purchasing becomes even more widespread.

GoMo will offer participants data on why they should create a mobile website. From there, businesses can see what their websites look like to others, find examples of great mobile websites, read case studies and best practices, and lastly access a “build your site” directory of developers who can help make the mobile website a reality.

According to Google, 61 percent of visitors to a non-mobile site are unlikely to return. Whereas, consumer engagement increases by 85 percent when a mobile website is available. According to Forrester research, mobile commerce, or m-commerce, will reach $31 billion in 2016. Online retailers are going to want a chunk of that.

“We project that 44 percent of last minute searchs for gifts this holiday season will be mobile searches,” said Haines. “We’re just seeing more and more commerce activity moving onto the mobile device.”

As for a direct profit to Google’s Android business, there really isn’t one. Because mobile websites exist in the browser, they scale across all different operating systems. Google does offer, however, a mobile website builder for small businesses, available in the “build your site” directory. But, according to Haines, building websites really isn’t Google’s interest. Bolstering searches and purchases on the mobile web to in time help Google’s advertising revenue is.

To kick the initiative off, Google is holding a webinar on “making mobile-friendly websites.” You can register here.

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