Preparing Your Site For Google’s Mobile Algorithm Update

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Preparing Your Site For Googles Mobile Algorithm
Update
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Introduction
Some people are calling it mobilegeddon, others
are calling it mobile-pocalypse, but no matter
what you call it, Googles Mobile Algorithm
update, slated for April 21, is purported to be
the biggest, most significant algorithm update to
date. Industry experts predict that some 15-20
of mobile queries will be affected, and many
speculate that even desktop rankings will suffer
as a result.
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Mobile Friendliness Is No Longer An Option
Google has been slowly moving towards this
eventual reality for a long time, but most
digital marketers did not expect them to draw
such a clear and abrupt line in the sand. With
this new update, sites that are not optimized for
mobile will be actively penalized in mobile
results, and webmasters can expect to see fringe
falloff in desktop results as well.
However, its not as bad as some marketers have
predicted. Last week, Google clarified the
mechanics surrounding the new algorithm rollout
in a QA session that centered around the new
update and mobile-friendliness in general.
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How To Prepare for Googles Mobile Algorithm
Update Now
As with most Google updates, we wont be able to
assess the full impact until the change has been
made. However, there are a few key points that we
are certain of now

• The algorithm rollout begins April 21st, though
  it will take 3-7 days to be reflected globally.
• There is no longer a sliding scale ranking system
  for mobile-friendliness. Your site either is or
  isnt, there is no longer a middle ground.

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Mobile-Friendliness Will Update in Real Time
At SMX West, Googles own Gary Illyes fleshed out
some more details about the operational mechanics
of the algorithm change, which gives some better
insight on how webmasters will be able to rebound
from ranking losses caused by the update.
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The Mobile Algorithm is Page-by-Page, not Sitewide
Illyes also clarified how the algorithm will
treat sites that may be mostly mobile-optimized,
yet still have a handful of assets that are not.
Because the algorithm assigns value at the
page-level, you will only see a performance hit
on those pages that arent optimized. If you have
a site with 20 pages, 5 of which are not
mobile-friendly, youll still be able to rank and
benefit from the update for the 15 pages that are
ready to go.
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The Short List What Should You Be Doing To
Prepare?

• If youre just looking for the CliffNotes
  version, heres what you absolutely need to know
• Your first priority should be to make your
  website mobile-friendly as soon as possible. A
  responsive design is best, both from a usability
  standpoint, and from Googles point of view.
• Run an audit in Google Webmaster Tools to address
  any mobile usability issues.
• Use Googles Mobile-Friendliness Test Tool to
  identify any problem areas with your site or
  content.
• Begin monitoring your site analytics with a
  fine-toothed comb starting now. By giving
  yourself a deep understanding of how your site
  performs and behaves in organic search now, you
  will be able to better mitigate any negative
  performance changes after the flip is switched on
  April 21st.

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