Google’s Upcoming Algorithm Update Expected To Reshape The Mobile Search Landscape

Google’s Upcoming Algorithm Update Expected To Reshape The Mobile Search Landscape

Mobile Friendly Search Algorithm Update | BlueprintIn the ever evolving world of search marketing, there’s only one thing managers and strategists can expect; the unexpected.

Just when the search ninjas and gurus of the world start feeling comfortable with the type of campaigns they develop and execute, search engines like Google go ahead and change the rules of the game.

This time, the focus is on improving the search experience for ‘on-the-go’ mobile consumers, a particular category of consumer behavior that currently accounts for 48% of Google’s traffic.

Google’s own Webmaster Trends team announced on March 17 that the world of search/mobile marketing could expect a mobile-friendly ranking algorithm to launch on Tuesday, April 21, 2015.

How Will This Impact Search Listings For Mobile Consumers

The only direction offered for how this new algorithm will affect mobile search listings is just as vague as every other form of insight or recommendation given by representatives of Google.

One of the leading members of Google’s Webmaster Trends team, Zineb Ait Bahajji, alerted the world to the upcoming adjustment, simply saying that the update would have a “significant impact” on mobile search results.

Similar to past advice offered by Google’s former head of webspam Matt Cutts such as, “Create an online experience that is so great, we have to rank the website,” the concept is ultimately the same:

Create an experience that is built on relevance, meaning and value for your target audience in order to experience online success and maximize conversions.

Google Algorithm Update | Blueprint

How To Prepare

The best way for businesses and brands to prepare for this upcoming adjustment is to create an all-encompassing experience that allows qualified consumers to engage with their online destinations, from wherever they may be, as well as with whatever device they may use.

If businesses see that more than 50% of their total traffic derives from mobile or tablet devices, then make sure a responsive-friendly environment is set up so that users can enjoy a complete fluid experience.

Otherwise, this new update may just wipe out years of hard work dedicated to attracting mobile consumers.

Specific steps that should be taken are as follows:

  • Perform a Mobile Optimization Audit to understand what specific areas of the ‘on-the-go’ experience needs to be supported for increased user-engagement and conversions. Making sure that all actionable icons are clickable and that each landing page aligns with the parameters of each consumer’s mobile device are key for maximizing everything from click-through-rate to transactions/conversions.
  • Invest in a complete responsive design experience that allows online destinations to appear and function fluidly with every single type of mobile and tablet device.
  • Embed all existing social media links on every page to allow for maximum exposure dedicated to word-of-mouth advertising and social link generation.
  • Allow ‘click-to-call’ access for consumers to utilize. Making it as simple as possible for consumers to follow through with particular conversions by embedding actionable phone numbers on each primary landing page will go far for increasing immediate and monthly transactions.
By: Jason Corrigan
  • Joshua Bains

    Mobilegeddon – this must refer to the future battle atop Har Megiddo, which as Google’s work advances, could be waged using mobile devices. In the app market? Click this quiz to see if you need one for the End of Days:

  • Samantha Torres

    Really appreciate that you’re not just informing about the change, but then also offering action items to do something about this update.

    Mobile experience being a ranking factor is only reinforcing the idea that businesses must create insightful and meaningful content for your audience and then present it in the most simple and convenient way possible in order to enjoy visibility online. I feel as long as we at Blueprint keep that as our main focus, we can continue to enjoy great results with our clients!

    • Jason Corrigan

      Thanks Sam!

      At the end of the day, it’s all about providing Google’s clients (online users) with an all-encompassing experience that allows such clients to access information wherever they may be, with whatever device they may have.

      If you aren’t interested or prepared to invest in a responsive environment, these types of updates are only going to leave such short-sighted minds out of the game.

  • Elizabeth Weaver

    This makes complete sense, especially in today’s world. It’s silly for businesses to invest so many resources in working to build their online presence and completely ignoring the mobile atmosphere. I agree with Sam – it’s awesome that you’re sharing specific steps to take in order to prepare for this upcoming change. Proud to be a part of a team that knows what’s going on! Nice article, Jason!

  • Naima

    I can’t say we didn’t see this coming. It is great to know that people with responsive websites will finally get the attention they deserve. Google is still making sure that usability and site experience is the number one thing to consider in online marketing. I hope there will be no surprises attached to this algorithm. I wonder how much, or if at all, this algorithm is going to affect online marketing. Thank you for sharing some of the steps to consider.

  • Chuniq Inpower

    Its amazing the power that Google has in managing the web atmosphere with their algorithm updates. Luckily for all of us regular folk, making search better for users is a win-win. Hopefully we will soon see more companies adapt to creating more mobile friendly websites as the developments continue.

    • John

      That’s what I was thinking… Google has so much power! To be able to completely change the search market with a single update is crazy. Then again, I guess they are in turn beholden to the trends of their consumer base. If people weren’t using their phones so much, this update probably wouldn’t exist.

  • Patrick Price

    It’s a step in the right direction for sure! I can’t tell you how many times i’ve gone on mobile versions of websites and after just a minute, exit out of the site because it’s so dysfunctional. Mobile viewing is how we view a majority of material on the internet. We’re always on the go and when we’re on the go, we want simplicity.

    I agree with Elizabeth, it’s confusing that companies spend so much money and use so many resources to build their websites yet they fail to keep their consumer in mind. Everyone’s customer will eventually use the mobile version of a companies website to purchase a product or search for a service, so why not make it easier for them.

    We’re all about making life easier, and this certainly is a way to do that for everyone, not just customers but business owners as well.

  • It’s surprising to me that businesses are still overlooking mobile or treating it as an afterthought. All websites need to have a mobile-ready, responsive design in order to be competitive. Ideally, this will be done simultaneously for all new websites. For companies with existing sites, Jason gives excellent and timely advice – perform a Mobile Optimization Audit.

  • Victoria Vener

    I was so excited to hear about this update. I know that the rapid evolution of the web and the way we interact with it can be daunting for many businesses, but that doesn’t explain why so many still seem to feel that providing an effective and efficient mobile experience is optional. Hopefully this update will change that.

  • Christiana Kav

    I agree with Patrick, I’ve been on so many mobile version on the site and I would have to exit because it load so slow or it wouldn’t load at all. Businesses should really invest on having mobile friendly websites because people are always on their phone looking up things. This update will be interesting to see.