Mobile-geddon is here … as of April 21st. Basically, as I explain to my clients, Google’s new algorithm will favor sites for ranking purposes that are mobile optimized. While this functionality has been built into most new websites in the last few years – we knew mobile-geddon was coming – companies that use their websites as no-frills, online brochures may not have adopted responsive technology.
Mobile-geddon makes sense because Google knows that more than 60% of searches are done on phones and devices. Strategically, Google is merely meeting user demand. It’s a smart decision all around to support mobile-friendly technology.
For most professional service firms in the B2B arena without this technology, all is not lost. It is hard to tell if the new algorithm will immediately make it challenging to find a business that has had a strong web presence, … such as the same URL and company name for a decade.
You can enter your URL into a Google “test” spot and get some feedback but alternatively, you can look at your site on your phone and see if it is readable. That means the elements stack on top of each other as opposed to the old pinch-and-zoom process.
Some web developers offer a modified fix. It’s like a parallel site that is, indeed, mobile optimized. From a return-on-investment perspective, this approach is only a Band-Aid. However, it may be a valuable quick fix for a business that anticipates a name change, merger or sale, or a shift in strategy in the near future.
The best plan of attack for businesses that don’t meet the mobile criteria is a well-thought-out course to satisfy Google over the next few months. While no fire-drill is needed, consider a straight-forward approach that can incorporate many of your existing design, text and imagery elements.