Breaking news: Mobilegeddon is now altering Google rankings



IT’S taken less than 24 hours for Google’s mobile-friendly algorithm update to alter search rankings in Australia.  

Dubbed Mobilegeddon, the new search signal has sent businesses scrambling to make their website mobile-friendly.

The switch was officially flicked early this morning (AEST).

What impact has it had inside the first 24 hours?

MORE: Mobilegeddon in the news

The key message coming from several web experts was: It won’t happen overnight… but it will happen.

And data checks as late as midday on Wednesday (AEST) showed very little had changed since the clock ticked over to April 21 in the United States.

But that was effectively the calm before the storm.

Just a few hours later,’s industry-leading mobile ranking system revealed Google’s search results on mobile devices had began to severely fluctuate.

For example, the Commonwealth Bank’s home loan page ranked at No.4 at 11am, but had dropped to No.8 less than three hours later. The page is rated mobile ready, so further fluctuations could see its ranking rise again.

Rankings bouncing right now

Commonwealth BankClick to enlarge image director Ewan Watt said major algorithm changes usually took several weeks to be fully complete.

In the meantime, a website’s rankings can significantly vary, even within the space of a few hours.

“We are starting to see bouncing already. This could last for up to a week because you have different Google servers from across the world taking their time to become synced,” he said.

“In the end, my message is that if you have a mobile-friendly website, you’re rankings will go up. If your website is not mobile-friendly, whatever rankings you previously had are diminishing right now.”

MORE: Google Searches With ‘Near Me’ Up 3300%

Meanwhile, Google has announce a “4.7% uptick in the proportion of sites that are mobile friendly” since it warned of the update two months ago.

New York-based web expert Barry Schwartz said he expected a swifter response from businesses worldwide, especially after Google sent such clear warnings.

“I am honestly a bit surprised the number is only 4.7%, but I guess Google’s index of web pages is pretty large and there are likely a huge number of web pages that are not being maintained but currently still resolving,” Schwartz said wrote on Search Engine Land.

The update was prompted by the rapid increase in the use of Smartphones.

Internet browsing on mobile devices has doubled in Australia over the last four years.

MORE: Mobile Usage Fast Facts

Unsure of how your website stands up to mobile or what you should do to go mobile friendly? We can help you prepare for April 21.



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