Google brings the hammer down on non-mobile friendly websites
The statistic is that about 73% of the people searching the internet these days do it on mobile devices and yet only about 20% of the companies have mobile friendly websites. So, about 3 out of every 4 searches on the web is via mobile and only 1 in 5 businesses have mobile optimized websites. You have to understand that Google manages two different indices for search data. The first one is the “desktop index” which is what we’ve all become accustomed to over the last 15 years or so. The second is the “mobile index” which is how they manage and track searches done from mobile devices such as smartphones, tablets, etc. If you compare the two, you’ll see very different results. Now they are enforcing what they’ve found by managing those two indices – that a mobile experience must be optimized to be user friendly. We’ve all opened a website on our smartphone only to be greeted with tiny text and no practical navigation. This is what Google’s current war is against and it makes perfect sense. Mobile searchers are in the majority and they should get the most user friendly and actionable results from their searches.
The fallout is three-fold. First, Google will rank your site less than comparable sites than are mobile friendly. Secondly, since you’re being ranked less favorably you’ll get less traffic and third, the traffic you do get won’t have a good experience if they’re using their mobile device! This went into effect last month (April 21st, 2015) so if you’ve noticed any lessening of traffic in the past few weeks, this could be the culprit. Fortunately, for many of us, the fix is not too difficult.
***I should note that Google has said that lack of a Mobile Friendly site will NOT negatively affect your desktop search results. They are not penalizing your desktop search results because they aren’t mobile friendly but your mobile search results will be affected. Regardless, the writing is on the wall and you should take action quickly to ensure your site is mobile friendly. Read more