Posted by Robert Somers


Mobilegeddon….Six Months Later


THE DUST has settled and the panic is over. It’s been six months since Google’s Mobile Friendly Algorithm Update, and many are starting to think the mobile-hype was exaggerated.

As of April 21, websites not deemed “mobile friendly” were warned they would be penalised in search results.

At ROI.com.au, we worked hard to inform our customers of what many web professionals called “Mobilegeddon”.

But as April 21 came and went, we initially didn’t see the “apocalyptic” changes that Google warned us about.

We wondered if perhaps we had overreacted or if the changes would happen more subtly.

Of course, it turns out that Google’s warnings were correct – Mobilegeddon was real, although the damages seem to be much less significant than many anticipated.

Australian companies – Pre-Mobilegeddon and now


Pre and now

Our rankings data shows 15% of the ASX 200 have made their websites mobile friendly since the April deadline.

Yet 36.5% of the ASX 200 companies still have non-mobile friendly websites.

Of the 200 websites that are still not mobile friendly, 71% of them have had a net drop in mobile keyword rankings from our keyword sample.

Websites still not mobile friendly


What does it mean?

While 71% of businesses may not seem like catastrophic decline, google has hinted that they will continue to favour websites that are mobile friendly, have fast site speed and provide a positive smart phone experience.

The fact that fewer sites were negatively affected than may have been expected is a good thing. It proves that people are paying attention to Google regarding its warnings and algorithm updates.

Mobile browsing will continue to grow over the next few years so upgrading your site to be mobile friendly is something that businesses need to invest in, plus continually update.

What can you do?

If your website was hurt by Mobilegeddon, your best option, now and for the next few years, is a website redesign using responsive coding.

Test your website

The first thing you’ll need to do is find out whether your webpage is mobile-friendly. To help with this, Google created a mobile friendly test to let you know. It’s a simple process. Just paste your website’s URL in the bar provided and it will generate a checklist to show the areas Google analyzes to determine mobile-friendliness. If your site needs some work, Google will also tell you where your site could use some help and provide ways for you to fix any problems.

Create mobile-friendly pages

If some or all of your pages don’t pass the Google mobile-friendly test, consider converting them. If you aren’t able to tune up all your pages, focus on your homepage and your top-performing landing pages. This can keep your lead generation efforts going without requiring you to put forth the time and money that it would take to convert all of your pages.

Pull the pop-ups

While pop-ups may be effective at capturing traffic on desktop, mobile pop-ups are more annoying than efficient. The majority of the time, these ads block mobile users from seeing any content. Plus, they’re usually clicked by accident, creating even more of a problem. Users will more than likely leave your site because they don’t want to deal with this frustration. Because of this, consider hiding pop-ups for all users viewing your page on something other than a desktop.

Invest in a Responsive Website

While you are able to build your own mobile-friendly page or hold off converting all of your pages at once, there are advantages to finding someone else to take care of it for you. Contact us for more information.