Why your site will be hit by Google's mobile algorithm update

Keep up with the very latest developments in the digital marketing world

By Dave Ashworth
on 2/4/15

Making sure your site is mobile-friendly has become more important than ever before following Google's recent announcement:

“Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results."

Conversions are far more likely from a mobile device when users are provided with an optimised experience.

So what should you do to make sure this is the case?

How does Google see your site?

Google has a tool that will analyse a URL and report the mobile friendliness of the site. The screenshot below shows an example of how Google sees your site from a mobile device.




How will it affect my site's performance?

Websites that are not mobile-friendly may experience fluctuations in rankings. Note that the mobile-friendly update only affects mobile search results — i.e. searches from smartphones and tablets — not searches on a desktop or laptop computer.

Google will promote or demote results based on how friendly they consider each site. It has already started to label results it sees as mobile friendly, to help searchers select pages that will give them a pleasant browsing experience; this may reduce the click through rate to your site if it is not labelled as mobile friendly.

What options are there for a Mobile friendly site?

There are three main ways a website can become mobile friendly:

  • Responsive design
  • Dynamic serving
  • Mobile URLs

Based on Google’s best practices, we recommend a responsive design from a search perspective.


What should you do next?

A mobile friendly site is extremely important for meeting the needs of your customers, so it’s worth considering your options to ensure your site provides an optimised experience for all users.

It’s frustrating to search on a phone and land on a page that’s so tiny you can’t accurately click the links without pinching and zooming and scrolling to find the right text or links.

These issues all impact the conversion rate; therefore a mobile friendly site is highly recommended.

How we can help?

We can:

  • Provide recommendations to improve the mobile usability of your site
  • Assist during the launch of a mobile friendly site to ensure a smooth migration
  • Recommend a web development company