Today marks a week since Google rolled out their latest algorithm change. So called mobilegeddon, it affects websites that are not considered to be mobile friendly.

We Are Social reported that there are 3.679 billion unique mobile users globally, whilst roughly half a million people gain access to a mobile handset every day.

Many articles have suggested that mobile traffic could drop overnight, although Google have said that it could be over a week or so before all the pages have been indexed. Many businesses have said that so far they have seen no drop in mobile traffic. Google have also specified that in fact they are not ‘penalising’ non-mobile friendly sites as some have suggested but instead they are benefitting the ones that are mobile friendly. According to a recent survey from E-Marketer, this year will mark the first year that UK adults will spend more time using a mobile device, as opposed to desktop. ‘Mobilegeddon’ is Google recognising this change.

The algorithm only affects mobile search, not tablets as originally thought. It is run on a page by page basis, which Google will crawl to determine if they are mobile friendly. This means that if only some of your pages are mobile friendly, your whole website won’t be affected.

Search Metrics have already come up with a winners and losers page of Mobile Visibility, showing big companies such as Next and Ticket Master failing to provide mobile friendly sites, whilst sites like Westfield and Vanity Fair are ranking higher.

A mobile friendly website should:

  • Have a responsive design
  • Allow Googlebot access to Javascript, CSS and image files
  • Use HTML5 standards for animations to avoid unplayable content
  • Avoid faulty redirects
  • Avoid slow loading pages


Image source: Google

Unfortunately there is no quick-fix to make a website more mobile friendly; however as soon as it is re-launched with mobile friendly elements the algorithm will pick up on the change in real time, meaning Google will notice the change immediately.


  • An increase of 4.7% of sites are now mobile friendly compared to 2 months ago (Marketing Land)
  • 60% of digital media consumption now happens on mobile devices (Tech Crunch)
  • 67% of consumers said that a mobile friendly site makes them more likely to buy a product or service (Search Engine Watch)


Sophie Burrows
As a Senior Digital Strategist, Sophie's role is focused around working with clients to achieve their business objectives, through a mixture of digital marketing channels. Having worked closely with clients in a variety of disciplines over the last five years, Sophie has gained an invaluable insight into what makes for a successful campaign. Applying a strategic process along with deep analytics insight has made Sophie an in-demand digital strategist.

Posted 5 decades ago.


Posted 5 decades ago.