If you’re as tech-savvy as we are you’ve probably already heard, but this little news nugget is not to be treaded on lightly: On April 21 Google is going to be implementing a change to what mobile users see in their search results. Starting on what some are calling “that dreaded Tuesday,” ranking preference will be given to those sites that are deemed “mobile-friendly.”
Some have even gone as far to mark April 21 as a mopocalypse for websites without a mobile focus! The message? Make changes now, or never be seen again in search. That’s the fear, at least.
On the other hand, the reality is that nobody is 100% sure how significantly Google’s update will affect mobile search rankings. The only thing we do know is that having a mobile-friendly site is important to Google, and that the mobile trend is likely to continue. What does this mean for you and your website? It’s time to start thinking mobile, if you’re not doing it already.
What does mobile-friendly mean (especially to Google)?
In the simplest terms, a mobile-friendly site is one that’s easy to use on a mobile device. It’s a site that a mobile user can read, click, and watch without much hassle. More specifically, Google looks for a page that:
- Avoids software that is not common on mobile devices, like Flash
- Uses text that is readable without zooming
- Sizes content to the screen so users don’t have to scroll horizontally or zoom
- Places links far enough apart so that the correct one can be easily tapped
Not sure if that describes your site? Google in their infinite wisdom anticipated this and developed a handy test to let you know: mobile-friendly test.
What’s the best way to optimize for mobile search?
For those who didn’t pass the “test,” there’s still hope. There are a few different ways to get your website optimized for mobile. You can create a separate mobile site or redesign your current site to be adaptive or responsive. While each has its merit, Spyder Trap recommends responsive website design (RWD) in most instances to achieve a website that’s future-proof.
With an adaptive site, you have to worry about new devices entering the market. With a separate mobile site, you have to worry about code for two properties. With responsive, you have one set of code that adjusts to any screen size, any time, anywhere. We have a lot of experience creating value for clients using RWD, and believe it can help your website today, on April 21 and in the future.
Google on April 21 is a starting point
Search rankings should always be a focus for your business, not just during algorithm updates at Google. The truth is, if you haven’t started yet, it’s probably too late to get your website fully optimized for mobile by April 21. That’s ok because your focus should be on long-term success. This isn’t a time to panic and start throwing Band-Aids on your mobile wounds, hoping for a quick fix. It’s time to consider a future-proof strategy.