Is Google’s Mobile-Friendly Ranking Update Penalizing Your Website?
Google’s Mobilegeddon Is Upon Us
Tuesday, April 21st (just about 48 hours ago) was a big day in the online marketing world. It marked the official beginning of Google’s “Mobilegeddon.” In layman’s terms, this means the date in which Google has vowed to start favoring mobile friendly websites in its search engine rankings (over those sites which are not designed with mobile in mind). This is could potentially be a big deal and I am about to explain why…
But, before we go any further, if you’re not sure if your website passes Google’s mobile friendly design test, take a moment to go here to check it out.
Background – Google’s Mobile Update
For months and months the search engine giant warned all digital marketers, website designers and business alike that compatibility for mobile devices was a must. Then, in February, Google issued the official announcement that starting April 21st, those sites which are designed with the mobile user in mind will be given priority in ranking over those which are not. This was enough to send the SEO and web design world into a bit of a frenzy to meet this “deadline.”
While it’s still unsure exactly what type of impact this new Google algorithm update will have on search results (it could take up to a week for Google’s index to be completely updated), many have predicted that because of the way it was announced, it could have as big of a a long-term impact as the Penguin and Panda updates. For those not familiar with these updates, they had arguably the biggest impact in Google search rankings that marketers and web designers have seen in a quite some time, forever changing the way in which websites are ranked.
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My Take On Mobilegeddon
While many people are no doubt complaining and will continue to complain when their site’s ranking takes a hit with this update, it’s really for the better when it comes to long term business growth. This mobile-friendly update really is about doing what’s right for your customers. And at the end of the day, what’s right for them is what’s right for your business.
If this announcement from Google is what it takes for those who haven’t jumped on creating a mobile or responsive website design to finally go for it, then I am all in favor. Regardless of how extensive the impact and changes end up being, the point here is that many who would have put these updates off for years to come will finally jump on board. This is actually great news for all digital marketers and I will tell you why…
Your Customers Want A Mobile Experience
It has been reported in comScore research from the summer that smartphones and tablets combined accounted for 60 percent of total digital media time in May 2014, up 10 percent from the previous year. Let me say that again – 60%!!! This new Google update is simply being done to compliment that growing trend by favoring sites with large text, easily clickable links, and optimized sizes that fit the smaller screen of a smartphone. If you haven’t moved to a responsive design or mobile friendly version of your website, it’s your customers that are really getting penalized with a poor usability experience on their smartphones and tablets.
Mobile Friendly Website Design or Else…
Regardless of the type of business you’re in, your current customers and potential customers want a great mobile experience when it comes to website design and it’s up to you to give it to them…or else. The “or else” simply means that you lose out to your competitors that are delivering that easy to navigate, mobile-friendly website. The ones that will now be ranking above you in Google search…and no one wants that.
Who Will Feel It The Most?
I read today that the two types of businesses that will be affected the most from this update are the small ones and the large ones. Those businesses that were small enough to not previously have the money or know-how on building mobile friendly websites and those businesses that were large enough that creating a mobile design was just too big of an undertaking.
If you currently have a responsive website design or one that’s otherwise mobile-friendly and passes Google’s test, then you shouldn’t have much to worry about in term’s of search rankings. In fact, you may notice some improvement in position over some of your competitors that are arriving late to the mobile-friendly party.
If Google’s mobile-friendly (Mobilegeddon) update has completely blindsided you or your business and you start to notice a drop in traffic/rankings, the best thing you can do is to attempt to temporarily replace that traffic while moving forward with a responsive website design. This could mean setting up a Google AdWords campaign or ramping up your social media marketing efforts.
It’s also worth noting that this update impacts websites on a page by page basis. This means that if one page of your website happens to not be mobile friendly while the rest of the pages are, only that one page could see any negative impact. It also means that if you find yourself behind the 8 ball and have a few critical pages on your site that receive a great deal of traffic, you could start by updating those first.
Still not sure if your site passes Google’s mobile-friendly test? Ready to talk online marketing strategy? Contact me today!