Google’s Mobilegeddon, Who Should Be Worried, and a Look at the Big Picture

As a general rule, I make it a point to not obsess over Google algorithm updates. I care a lot more about what my audience thinks of my website, blog and social pages than what a Googlebot thinks.

But the implications of the changes that go into effect on April 21 will be felt by both mom-and-pop businesses and many of the world’s most well-known brands.

Frankly, I’ve found it hard to get worked up over Panda, Penguin, Hummingbird and other warmly and fuzzily named algorithm updates.

Mobilegeddon, on the other hand, makes me think that a Godzilla-like Googlemonster will be breathing fire on websites that dare to lack mobile friendliness.

The fact that this particular algorithm change earned itself an industry-created nickname synonymous with annihilation shows just how significant the update is.

Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.

This is a portion of the announcement from Google that basically says mobile-friendly websites will rank higher in mobile search results than sites that haven’t been optimized for mobile.

Google has long endorsed responsive design, which dynamically adapts the presentation of a website to suit the user’s screen size, platform and orientation.

In other words, it “responds” to the preferences and behaviors of the user.

According to several reports, responsive design sites won’t be given preferential treatment compared to mobile-only websites.

But mobile friendliness isn’t just about the appearance of a website on mobile devices. It involves usability factors, like page load times, proper spacing between links, and the use of Flash and other software that doesn’t translate to mobile.

Fortunately, Google has created a simple tool that will tell you if your website cuts the search giant’s mustard.

Take Google’s Mobile-Friendly Test and see how you do.

If you took this test and failed, you should be worried.

Not just because of the impact on your mobile search ranking, but because you’re not delivering the best possible experience to people who visit your website.

You’re making it too hard for people to see why they should do business with you. And you’re giving them an excuse to find another option.

If you failed the test, you’re not alone.

TechCrunch ran every Fortune 500 company website through Google’s Mobile-Friendly Test. 44 percent failed.

This doesn’t justify your website’s mobile shortcomings, but it does show just how slow American businesses large and small have been to optimize for mobile.

It may be too late to develop a mobile-friendly website by April 21, but that doesn’t mean you should ignore Mobilegeddon.

Instead of creating a watered-down, bare-bones version of your desktop site, work hard to deliver a mobile experience that’s just as good as or better than the desktop experience.

Start the process now. Interview developers, designers and content writers. It’s better to be a couple months late to the party than not show up at all.

That said, quick fixes do exist. There are plugins that can make your website appear more mobile-friendly. But this should be considered a stopgap measure while you create a truly mobile-friendly site.

Just like all Google algorithm updates, Mobilegeddon is great news for companies that are doing things the right way.

These companies can proceed with business as usual and watch their search rankings go up.

Just like all Google algorithm updates, Mobilegeddon is terrible news for companies that aren’t doing things the right way.

These companies now have to play catch-up while their search rankings suffer.

I don’t agree with Google on a lot of things, like using the length of content as a factor in determining the quality of that content.

But Google is 100 percent right on this one.

The fact that Google provided a specific rollout date for this particular algorithm update and specific details about its impact is somewhat unprecedented.

It also shows just how important mobile is to the Google user experience.

Don’t blame Google if your mobile search ranking suffers. Google is just giving the users of its platform what they want.

In fact, forget Google. Forget mobile. Forget that all signs have been pointing to this update for years.

This is about delivering the best possible user experience during every interaction – in person, on the phone, online, on any device. The user experience should be the driving force behind every brand, every business owner, and every employee. Every single day.

Those who focus on the user experience will never have to worry about things like Mobilegeddon. Those who don’t will always be left behind.