No doubt you heard the cries of alarm a few weeks ago, when so-called experts warned of the end of Internet search as we knew it, effective April 21, 2015. Perhaps you have also noticed the eerie silence since the uneventful passing of that date.
This past winter, the national news media spent two days ignoring real news events to warn of the impending “storm of the century” that was headed toward my home base in Western New England. We were in the bullseye of the forecast map, with a prediction of 30 or more inches of snow. After all was said and done, I believe that we received 6 or 7 inches. A few local meteorologists apologized for the inaccurate forecast that was fed to them by the National Weather Service. Other than that, the “story” was dropped – for obvious reasons – like a hot potato.
I am embarrassed that so many of my peers jumped on the sensationally-named “Mobilegeddon” bandwagon. It was particularly disturbing when the dire warnings were used by companies that were in a position to exploit the fear that was generated by the spread of this misinformation. Let’s face it: If his midnight ride was based upon unconfirmed rumors that “the British were coming”, Paul Revere would be long forgotten as a little-known Boston tinsmith.
As I pointed out at the time, many self-proclaimed “experts” cited a Google blog post, a comment reportedly made by a Google employee, and a speculative article that had appeared in Entrepreneur Magazine as the bases for a warning that was an outright exaggeration. What the new Google algorithm means is that sites that are mobile-friendly will gradually gain an edge over sites that are not mobile-friendly, being flagged as “mobile friendly” alongside mobile search results. This rise in the ranking of mobile-friendly sites will come at the expense of sites that are not deemed mobile-friendly, but it does not mean that those latter sites are suddenly going to be dropped from being indexed. Mobile-friendliness is only one – although a very significant one – of over 200 ranking signals that Google employs to determine the best search results.
Using historical – and factual – Google Analytics data that I drew from actual client websites, I was able to draw the following conclusion: If we presume that 35% of the traffic to a website comes from search engines, and that 50% of that traffic comes from Google, and that 50% of THAT traffic comes from users of mobile devices, it would mean that a site that was not mobile-friendly would lose approximately 9% of its traffic if the website was totally dropped from mobile search results on Google (something that was not going to happen and did not suddenly happen on April 21, 2015.)
According to statements made in a live stream on Google’s Webmaster Central on May 8th, the search giant realizes there are “small businesses who (sic) don’t have the time or the money (to have built a mobile-friendly site yet) … that are still fairly relevant in the search results, so we need to keep them in there somehow.” For example, if you run one of the leading campgrounds in Sturgis, South Dakota, Google is not going to drop your website from mobile search results just because your website is not deemed mobile-friendly. That would run totally contrary to the delivery of accurate and comprehensive search results, the overall basis for Google’s commanding success in the search market. A non-mobile site will still rank highly if it presents the content that users seek.
Mobile search rankings have always been different that desktop search rankings, and that gap is going to gradually but continually widen over time for sites that are not mobile-friendly. According to a recent report by digital marketing agency Merkle|RKG, fully 46% of Fortune 500 companies and 29% of the Internet Retailer 500 businesses do not yet have mobile-friendly sites. Even among the Top 10 of the Fortune 500, there are companies that do not yet have mobile-friendly sites: Phillips 66 (# 6 on the list) and Valero Energy (# 10 on the list). On the other hand, Google reports that there was a 4.7% increase in the overall number of mobile-friendly sites that were introduced in the two months leading up to the April 21st algorithm update. You can expect the numbers to increase, along with the volume of mobile-based Internet access, by less proactive companies that slowly embrace the inevitable.
As of May 1, 2015, Google has confirmed that the new search algorithm has been fully rolled out, although the differences that have been measured by both major online marketing agencies and the people who earn a living by monitoring the inner workings of search engines have been almost immeasurably lackluster. This was not the “storm of the century”; however, to use another weather-related analogy, neither the presence of that storm nor the lack thereof would represent a reason to deny long-term global warming. In other words, the mobile-friendliness of your website is in the ultimate interest of your business. Just don’t panic.
This post was written by Peter Pelland