Following the release of Mobilegeddon to much acclaim (and some annoyance to the SEO community) in April 2015, Google has announced a ‘sequel’ to be released in May 2016.
As a reminder, Mobilegeddon referred to Google’s changes to their search algorithm which would prioritise mobile optimised pages above those that did not provide a mobile friendly page. At the time it caused some panic as the impact it would have on search results was not understood. Previous algorithm changes (such as Panda and Penguin) had in some cases made a huge difference to the performance of website pages in search engine results pages (SERPs).
Looking back, the impact of Google’s changes last year are still not really understood with any degree of certainty. Pages that were not optimised for mobile did not instantly disappear from ‘Page One’ search results. Nine months on, this appears still to be the case, although pages not currently “mobile-friendly” will almost certainly be experiencing less favourable site traffic data to those that are.
So, what does Google’s forthcoming update actually mean? Well, if your website is still not optimised for mobile we would suggest that you make this change anyway. Google stated last year that in the US and UK over 50% of searches now come from devices. This means its increasingly likely that the first time someone discovers your website it will be via mobile. A mobile optimised experience can make a lot of difference to that first impression.
From a SERPs perspective, it could be that a non-mobile optimised website experiences a significant drop in position. At this time we just don’t know, but it could be that this is ‘the big one’ so to speak. And nobody could say we haven’t been warned.