What to expect from Googleâs mobile update

The latest, quite significant changes to Google’s algorithm cater to the needs of mobile searchers. The update will give users ‘relevant, high quality search results that are optimised for their devices’.

Last week’s Google algorithm update will give mobile-friendly websites better rankings in mobile search. Put simply, if your site isn’t fully mobile optimised, you’re going to see a big hit to your ranking on mobile searches.

Are you mobile-ready?

Google has been encouraging webmasters to embrace mobile for a long time, introducing ‘mobile-friendly’ labels in mobile search results and mobile usability warnings in Google Webmaster Tools (GWT).



From Versace to Ryanair, all manner of brands have found themselves unprepared for the update. For multi-location brands that rely on maintaining a strong presence in mobile and local search, it’s especially important to understand how search rankings will be affected in the coming weeks.

If you haven’t already, make sure you use Google’s mobile friendly test tool to see your website through Googlebot’s eyes. If you fail the test, you’ll get a few handy pointers from Google on what you need to fix.



Mobile-friendly checklist

Even if you’ve got the go-ahead from Google, it’s worth asking yourself these three questions to make sure your mobile site is user-friendly and ready to rank in the SERPs.

1. Is your business easily found online?

Prioritise location on your mobile site using location-based keywords and keep your Google Places listing up to date to make sure outlets are visible in local search.

2. Is it easily found offline?

Make sure mobile users can access an outlet search feature easily. Embed Google maps so smartphone users can track down their nearest branch via GPS.

3. Is the right information prioritised?

A good mobile experience is all about speed and simplicity. Make sure mobile users can access important, relevant content without excessive scrolling or waiting for heavy graphics.

A focus on the user

Thanks to Google, we’ll no doubt see mobile-friendly websites become standard as webmasters step up their game to keep ranking highly. Having a mobile site will no longer be a competitive advantage – the focus now will be on having the best mobile user experience.