Google announced some very big news about a major algorithm update that landed on April 21, 2015—yesterday. As I’m sure you know, mobile traffic and the number of Google searches from mobile devices is on the rise. Well, it’s more than rising, because it’s about to surpass desktop computer traffic online by the end of the year.
Due to this shift in how people are searching and surfing the internet, Google has updated its search algorithm to take into account more mobile signals.
What Does This Mean for Your Business?
Zineb Ait Bahajji, a member of Google’s Webmaster Trends team, said this Google update will have a bigger impact on search rankings than the infamous Panda or Penguin updates. If you’ve been following SEO for a while, then I’m sure you’ve heard of the Panda and Penguin updates, which both caused massive changes in website rankings.
In other words, April 21 should have sent a lot of ill-prepared businesses off of the first page of Google!
What Do You Need to Do to Fix It?
If you haven’t already, then now is the time to get serious about your mobile website strategy. Answer these three questions to determine if you were ready for the April 21 update:
Do you have a mobile version of your website?
Can Google’s mobile bots crawl your website?
Are your mobile webpages easy to use and navigate?
If you answered no to any of those questions, then you need to take action ASAP. Let’s go through each one in more detail.
1. Mobile Website
The two most common options to create a mobile website are:
- Create a separate mobile website on a subdomain like m.yourdomain.com. This is a great option if you have a limited budget. In fact, you can set this up for free using DudaMobile.com. If you have a complex website or a large e-commerce website, then this is not going to be a good option for you and I would recommend Option No. 2.
- Create a responsive website. A responsive website responds automatically to the device requesting the pages and displays the page differently depending on the device. Many popular CMS systems like WordPress have themes that are already responsive, so I recommend using an existing theme whenever possible. If you’re just getting started, then I highly recommend creating a responsive website rather than a separate mobile website because it’s easier to maintain in the long run.
2. Allow Google’s Mobile Bots
This should be fairly obvious, but if Google’s mobile bots can’t crawl your website, then Google is not going to show your website in the search results. It’s like your website doesn’t exist!
To check if Google can crawl your website, go to Google Webmaster Tools. Create an account (if you don’t have one already) and then go to the Crawl section in the left navigation. Then click “Fetch as Google”, select “Mobile: Smartphone” and click the big red button that says “Fetch.” Google will then tell you if there are any issues crawling your mobile website.
3. Mobile Website Usability
Finally, go to every page on your mobile website and make sure the pages are easy to use and navigate. Google started using mobile usability as a ranking factor as of April 21. Check all the images, hyperlinks, videos, and any other functionality normally available on the desktop version and fix anything that’s broken on the mobile version because that will drag down your rankings.