By Cass Heaphy
It is anticipated that, in Q3 2017, Google will introduce their “mobile first indexing” algorithmic change, under which websites that are optimised for mobile use will be listed above “desktop” websites. The trend has been overwhelmingly that of increased mobile and tablet traffic percentage, compared to desktop and it looks like Google wants to restructure their algorithm to meet this increased demand.
So, what exactly is changing about how Google lists websites in the search engine results?
Most of you will remember the tremors that shook up the SEO landscape leading up to the hyperbolically named Mobilegeddon in 2015; where websites that were seen as mobile friendly were gradually given higher priority in mobile search.
This time around, amidst a huge shift of traffic flow from desktop to mobile devices, Google have decided to follow the trend and, in their eyes, provide customers with what they want; a search index that is focused around mobile search and the needs therein.
This means that websites will be ranked via the indexing of their mobile site first.
Here are some things to check for:
If your site is responsive
Does your website use “responsive design” (e.g. delivers content to mobile, tablet and desktop views with the same content but deferent layouts) – if so, then go and make a cup of tea or walk the dog – you’re done here – well done!
Actually, before you call Rover, run your site through this tool to make sure you’ve put enough pixels in between buttons and don’t have important files blocked from Googlebot. Responsiveness is priority but it does not guarantee mobile friendliness in itself.
If you have a mobile version of your website
If your site uses “site configuration” to deliver mobile (e.g. m.domain.com instead of www.domain.com for mobile and desktop respectively) then:
- It is suggested you serve structured data in line with Google’s requirements (structured data tool) to ensure the mobile version is maximising its performance
- It is suggested you run your Robots.txt through Google’s testing tool to ensure the mobile site is accessible to Googlebot
- Canonical URL declarations should remain untouched
- Verify your mobile site in Google’s Search Console (formerly Webmaster Tools)
- Check that the content on the mobile version follows the content on the desktop site. Google is now indexing this site first with your desktop site being viewed as a secondary piece of content. Do it right!
If you do not have a mobile or responsive website
If you only have a desktop version of the site, then we recommend you upgrade to a responsive website template as soon as you can.
If you would rather not have a responsive website, it is important to have a fully functioning mobile site; as a partially functioning and slimmed down content version of your site can be almost as detrimental as not having one at all.
Ubiquity of smart phones
In the last five years, there has been a sea change in digital consumption and the way we access the web. Smart phones capable of delivering rich media and web experiences are ubiquitous and omnipresent. We all have them, and they are on us or within hand’s reach most of the time!
Smart phones have changed the way we search
Having these ubiquitous and omnipresent devices has changed our behaviour. If you need to look something up, you probably don’t go and get your laptop to “Google” it, but rather whip out your phone. Hell, if you’re feeling lucky, you might even use its voice activated search!
From pub trivia and “what was the name of the guy in that show?” through to finding the telephone number or address of a business or restaurant – there are countless examples where the smart phone is the-line-of-least-resistance – the easier option!
Mobile takes over
This change in behaviour is born out in the data. In Q4 2014 Google signalled that mobile search had overtaken desktop search in 10 countries including the USA and Japan.[1]
In October 2016, mobile devices overtook traditional computers as the preferred method of browsing the web.[2] If you look back through your own analytics you’ll probably see a similar trend with mobile and tablet visits outstripping desktop visits.
- Q4 2014 mobile search outstrips desktop
- Q4 2016 mobile browsing outstrips desktop browsing
Google’s artful use of the ‘nudge’
Most businesses and website owners are busy people. Behavioural economics tell us that if you tell them that having a responsive website will make their websites better and improve the UX, about 30% will respond and get mobile optimised, about 50% will procrastinate until it becomes imperative and 20% will not get the message or ignore it completely.
So, with its “mobile first indexing” algorithmic policy, Google is attempting to create a paradigm shift where having a mobile optimised website becomes “imperative”. They are shaping the web to help improve mobile UX.
Google’s drive for improved user experience (UX)
Google’s main revenue stream is driven through paid search; therefore, they need people to have good search experiences to keep the search traffic flowing. Now, if most of us punters are using our smart phones to search and browse, it is safe to reason Google has a vested interest to incentivise websites to get their mobile user experience (UX) in order; hence this nudge in the algorithm to get the lead out of the bum of the 50% who will only respond to a situation when it becomes imperative.
Time to go mobile!
If your website is not responsive (one that handles mobile, tablet and desktop layouts equally well with the ‘same’ content) then you really ought to consider getting it revamped and optimised for mobile users.
Want to learn more about SEO and what’s coming in mobile search? Contact us now and request a free SEO report.
[1] https://adwords.googleblog.com/2015/05/building-for-next-moment.html
[2] https://www.theguardian.com/technology/2016/nov/02/mobile-web-browsing-desktop-smartphones-tablets
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