- April 21, 2015
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How Your Site Can Earn Google’s Mobile Friendly Label
Starting April 21, 2015, responsive, mobile-friendly websites will rank higher in the search results than those that serve up desktop-formatted content to smartphones and tablets, according to recent surprising announcement by search giant, Google.
Search marketing gurus, like those at SEO pioneer Bruce Clay, Inc., call naming the exact day of an algorithm change ‘unprecedented’ and ‘game-changing’ because of Google’s reputation for keeping such tweaks hush-hush until after they’ve been deployed, a practice that absolutely exasperates integrated marketers and their web teams.
Search Ranking Flip-Flop
Responsively designed sites have a one-to-one correlation between mobile and desktop pages, with mobile versions automatically resizing and reducing content to fit smartphone and tablet screens. Companies who don’t use responsive design may have separate mobile and desktop formatted sites. Therein lies the rub.
Currently, Google ties mobile rankings to desktop ranking strength. If you rank highly in the desktop SERPs (search engine results pages), your mobile results typically follow suit. After April 21 that may not be the case, says Bruce Clay contributor, Robert Ramirez.
“If mobile usability doesn’t begin to effect desktop rankings on that date, one day soon I expect it definitely will,” Ramirez says.
Earning Google’s ‘Mobile Friendly’ Label
There are several usability factors Google uses to determine your site’s mobile friendliness.
Your company’s first step might be to use Google’s own Mobile Friendly Test tool to preview your site and see it as Google’s persnickety search bot does. Then, get with your marketing team and web developer and assess the performance of the following ranking factors, which the all-powerful Google Webmaster deems essential to mobile usability:
- Text: make sure it’s easy to see, access and read without having to enlarge the page
- Content: use responsive design to ensure that content fits mobile screens and doesn’t force users to zoom in or scroll horizontally
- Links: place links far enough apart so that users can easily tap your links and buttons
- Software: avoid using Flash and other products that aren’t compatible with mobile formatting
If you’re using Google’s Webmaster Tools, you already have access to mobile usability reports. You may also want to review our previous tips for maximizing your users’ mobile experience. Or watch Webmaster Trends Analyst John Mueller’s video on mobile-friendly websites
Being Prepared vs Being Surprised
The bottom line is that search marketing is a constantly evolving discipline, and even companies whose sites are currently mobile-optimized need to stay abreast of new developments. This time, Google at least had the conscience to announce a major algorithm change. Savvy integrated marketers know this may not always be the case.
