Launch date: April 21, 2015
Hazards: Lack of a mobile version of the page; poor mobile usability

How it works: Google’s Mobile Update (aka Mobilegeddon) ensures that mobile-friendly pages rank at the top of mobile search, while pages not optimized for mobile are filtered out from the SERPs or seriously down-ranked.

In recent years, the proliferation of smartphones and other mobile devices has caused an explosion in the number of mobile searches performed. The intention of the searcher is often very different depending on the device that is used to perform the search – which is also due to other parameters like local effects etc. Google started to react to this trend several years ago, and is getting smarter and smarter about presenting search results based on the device the search is performed on.

Enormous disadvantages in the future for mobile-unfriendly sites

When you are performing a search via smartphone, have you noticed any of these situations when you click on a search result?

  1. You are referred to the Home Page, instead of to the URL you clicked on
  2. You cannot read the site because the font and graphics are too small
  3. The page doesn’t load at all

These are only some examples of bad user experience Google wants to avoid by rolling out the Mobile Update. You may have also seen “Mobile-friendly” or “Uses Flash May not work on your device” notices when performing a search on a mobile device. Google already used these notices before the update to indicate the mobile (un-)friendliness of websites and therefore the way traffic flows from search engine to web pages.

Local parameters are also playing an important role. For example, the geographical position of users, which is obviously highly dynamical when using smartphones, has an impact on the search results shown.

Without measuring the Mobile Visibility, a loss in rankings and traffic can follow

The update goes much further than anything before it. If your website isn’t optimized for mobile demands, your search results won’t only be marked as not “Mobile-friendly.” The result could be an enormous drop in organic traffic.

Seachmetrics offers the Mobile Insights that matters most for being successful online

Searchmetrics enables customers to measure everything that matters for success in mobile rankings. Besides the Mobile SEO Visibility and the option to start specific projects for mobile tracking, we accompanied Google’s Mobile Update with the latest analyses and are evaluating the impacts for you with Searchmetrics research data.

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