Google Implements Mobile-Friendly Update
April 21, 2015
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Today April 21 Google begins globally rolling out its mobile-friendly update. Referred to by many in the media as "Mobilegeddon", the update is intended to boost ranking of mobile-friendly pages on mobile search results.

"Now searchers can more easily find high-quality and relevant results where text is readable without tapping or zooming, tap targets are spaced appropriately, and the page avoids unplayable content or horizontal scrolling," says Google's Webmaster Central Blog.

The update:
- Affects only search rankings on mobile devices
- Affects search results in all languages globally
- Applies to individual pages, not entire websites

Google notes that in addition to the mobile-friendly change, the service still uses multiple factors to rank search results. For example, the intent of the search query is still a very important factor, so a page that is not mobile-friendly could still rank high if it has the best content to match the query.

However, Google warns: "If your site’s pages aren’t mobile-friendly, there may be a significant decrease in mobile traffic from Google Search."

Dynatrace's Digital Performance Expert, David Jones, adds: "Google's ranking changes mean that companies without solid mobile performance strategies will see immediate — and negative impact — in their ability to be seen by consumers browsing the web on their devices. This will translate into lost revenue and loyalty because, in today's omni-channel world, organizations MUST be able to deliver customers with the quality experience they expect, regardless of device, at all times — or they will suffer at the hands of their competitors."

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