And Did You Know It Happened?
By Chris Ilcin, Account Superintendent at Sonnhalter
On April 21st, Google changed its search results algorithm.
Sounds boring, right? Well the results of that change may impact your business more than you think. As of that Tuesday, nicknamed Mobilegeddon by various media outlets, the mobile friendliness of a site is now a more important factor in ranking mobile search results. Why the change? Because the way we access the web is changing.
Last year, it was estimated that over half (60% by some estimates) of all online traffic was from mobile devices. Facebook reports that 85% of daily access to its site is from mobile devices, and last holiday season, Amazon stated that 60% of all sales were from, you guessed it, mobile. At the same time, Google’s dominance in mobile has slipped. As more and more mobile search comes from apps rather than true search, so has their share of traffic and revenue. In 2014, they reported 68% of all mobile search revenue. Impressive, but dramatically down from the 82.8% only 2 years earlier.
So What Can You Do?
First and foremost, find out how mobile friendly your website is. Google has a site, here, that will score your site (tradesmeninsights.com scores an “awesome”) Now that you know, there are several steps you can take:
- Add some elements to your pages to make them more user-friendly:
- Have text that is readable without tapping or zooming
- Make sure tap targets are spaced appropriately
- Avoid unplayable content and horizontal scrolling
- The update applies to individual pages, not entire websites, so make sure your most critical pages such as product pages, receive mobile makeovers first.
- Pages being a good search match still trump mobile-friendliness, so make sure you know how people search. Customers probably aren’t searching by product number, so make sure your pages contain common keywords and industry-specific slang.
- This new criteria only applies to mobile searches, so know how your customers are finding you. It may be that you don’t need a mobile strategy right now. But keep in mind that the biggest name in search has a mobile strategy, so soon you’ll need one too.