A major change is being made to Google’s search engine algorithm that will significantly impact all websites not designed for mobile phones and smart devices like tablets. Though mobile usability has been a factor in Google searches for years, its effect on website ranking has previously been very limited and indeterminable. The factors which Google’s algorithm previously considered when determining whether a site was mobile-friendly and the extent to which this affected search results and rankings has, up until this point, been unclear and thus ignored by many companies and business owners who have not yet updated their websites for mobile accessibility. As of April 21, 2015, however, that will no longer be the case.
According to an official Google blog post made in February of this year, the updated algorithm will have a significant impact on all Google search results worldwide; prioritising websites that are fully optimised for mobile devices. Although it is not yet clear exactly what impact this change will have, many have speculated that the new algorithm will result in a change in ranking that will not only affect mobile search results, but those done from desktop computers as well. Given the present lack of clarity and immense concern expressed by website owners, many are asking the following questions:
“Why is this happening?”
Estimations show that over 60 percent of all Google searches are made from mobile phones and devices. It makes sense, therefore, that Google should cater to said mobile users and thus insure that their search engine prioritise results that provide fully optimised and mobile-friendly content. Regardless of exactly how this algorithm change will work and affect Google searches from different devices, it is clear that websites which cater to mobile users best will be ranked highest in Google searches.
“What should I do about it?”
Companies with websites that are already tagged as mobile-friendly should have nothing to worry about, but for those who have not yet adjusted their sites for mobile usage, the April 21 has passed so start adapting to responsive quickly. If the latter applies to you, make sure that a mobile version of your site is available as soon as possible. Either a responsive design or a separate mobile version of your website will do, as long as mobile users are able to navigate it without interruption. Once you think you have optimised your site for mobile viewing, make sure to check each individual page on a mobile device to ensure that the entire website is mobile-friendly, not just the home page. Finally, Google has provided a Mobile Friendly Test to easily find out if your website is prepared to withstand their new changes.