Although it’s usually imperceptible to the general public, Google tweaks its algorithms pretty regularly; in fact, changes to the Google search algorithms are ongoing throughout the year, as search engines seek to fine-tune their product and provide users with even better, more relevant answers to their queries. Though most of these updates pass without any fuss, occasionally there will be a seismic shift in the way Google does business—an algorithmic update so significant that it engenders equal parts excitement and panic among SEO buffs and marketing professionals.

The Impact of Mobilegeddon 2

Does the recent “Mobilegeddon 2” update meet this criteria? You might think so, simply based on the panicky nickname it’s been given. To be sure, the first Mobilegeddon update—basically a big rankings boost for mobile-optimized websites—was significant, and signaled that mobile friendliness is and will continue to be critical to good SEO.

Mobilegeddon 2, formally announced in March and rolled out just recently, carried with it some similarly grand, lofty expectations—though an argument could be made that these expectations were blown out of proportion. To be sure, Google has fine-tuned its algorithms to once again improve rankings for sites that are optimized for mobile users. What this has ultimately amounted to, though, is a bit of spring cleaning—not a major shift in the way Google approaches its rankings. The big story remains the same as ever: If you want your site to rank well, mobile-readiness is key. It’s that simple.

Defining Mobile Optimization

Indeed, the mere fact that Google has intentionally boosted rankings for mobile-ready sites, not once but twice now, suggests how key this concept is to SEO and marketing pros everywhere. And it makes sense: Google’s mission is to provide a quality product to its customers. In this case, the product is fast and reliable search results; the customers are search engine users, who are increasingly using mobile devices instead of laptops and desktops as they seek answers to their queries.

A worthwhile question to ask is this: How does Google define mobile friendliness? In other words, what standards should your site hit in order to avoid any penalties with future Mobilegeddon updates? As it happens, Google has made its definition of mobile friendliness explicit:

• Avoidance of software that is not common to mobile devices, such as Flash;
• Use of text that is readable without needing to zoom;
• Content that is sized to fit the screen, without the user having to do a lot of scrolling;
• Placing links far enough apart that the user can tap one of them easily.

These are all practical, easily understandable assets that make a website easier for the mobile user to access and navigate. Ensuring your site meets these basic parameters is a great way to optimize a solid, non-frustrating user experience—and clearly, that’s something that Google is serious about. In other words, for website developers, ensuring mobile readiness is a win-win. It is also, at this point, a non-negotiable: You can make your site mobile ready or you can watch it fade away.

Curious to know more about ensuring a mobile-ready and Google-approved website? Don’t hesitate to give us a call. Reach out to enCOMPASS to ask about mobile optimization as part of a broader, integrative marketing strategy.