What we know about search engine optimization changed on April 21, 2015. That is the day Google began implementing its latest search engine algorithm update. Of course, updates are nothing new for Google. The search engine giant releases scores of updates each year. Some of these updates are relatively minor and others make more of an impact. Nicknamed Mobilegeddon, the latest algorithm update is slated to have a tsunami effect on search rankings. Website owners were warned well in advance of the coming update, as far back as February. If you failed to take heed and update your website, there is a good chance you have already felt the backlash of Mobilegeddon.
So, what do you need to know about Mobilegeddon? How do you recover if you’ve already been penalized?
First, it is important to understand what is behind this latest update. Google, unsurprisingly, has its finger on the pulse of the industry and recognizes that mobile is not just getting bigger, it is gigantic. It has already surpassed desktop usage. According to research from comScore, tablet and smartphone usage combined accounted for 60 percent of total digital media time last year, an increase of 10 percent year-over-year. Google has designed its latest algorithm update to reflect the importance of mobile usage, and will focus on rewarding sites that feature easily clickable links, large text, and optimized sizes that make it easier to accommodate the small screens on mobile devices. What this means – if your site is not mobile friendly, you will likely experience a demotion in rankings, which in turn could result in a decrease in traffic.
Recovering from the Effects of Mobilegeddon
Okay, so now that the bad news is out of the way, what do you need to know to respond to Mobilegeddon?
First, be aware that the changes associated with the new algorithm update do not apply to entire websites. Instead, they apply to individual pages. This means if you have an extensive website with a massive number of pages, you likely have a lot of work cut out in terms up updating and ensuring that all of those pages are mobile friendly.
Second, be aware that size matters. In fact, in terms of a mobile-friendly website, it is vital. In order to ensure that your website passes the Mobilegeddon test, buttons will need to be sufficiently large, so you will need to focus on readability without the need to zoom. Screen optimization is also critical.
Page load times are also an important feature. While the length of time it takes for a page to load has always been important, when a prospective customer is downloading your site on the go, page load times can make a significant difference in terms of experience. For example, a potential client could reach your site, experience slow load times, and become so frustrated that they abandon your website altogether and turn to the competition. According to a tech lead at Google, 75 percent of visitors will abandon a slow loading page after five seconds.
If you have not already made use of Google’s Mobile-Friendly Test, do not delay. The changes officially rolled out on April 21, so you’re already a behind the game and will need to play catch up quickly to prevent falling further behind the competition.
Marketers should also be aware that Mobilegeddon is likely not over. It is better to think of the April 21st roll-out more along the lines of the opening round of what is certain to be a series of efforts on the part of Google to refine their mobile updates. This means that additional elements will likely be added in the future as Google works to refine what a mobile-friendly website should look like.
If there is one thing to take away from the release of Mobilegeddon, it is that mobile is not going away. In fact, if anything, it is becoming more vital. Companies that learn to embrace such changes will be able to provide a better experience for their users and move ahead. Those who remain status quo stand to lose traffic and customers.
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