The announcement that Google is about to update their search ranking algorithm can strike fear into the heart of any website-running business owner, and the latest update is set to wreak havoc.
Whilst previous updates focussed on penalising companies that were trying to rank highly by using key words excessively or adding in irrelevant links to their content, the new Google algorithm will use ‘mobile-friendliness’ as a ranking signal – and Google’s Webmaster Trends Analyst has said it will have a bigger impact on search ranking than any previous update.
So what will the algorithm do?
As with earlier algorithms, this new update will focus on making sure that the most relevant websites with the best user experience are ranked highly when a user searches for them.
Having previously looked at ridding its front pages of irrelevant material that has only climbed so high due to web spam, this Google algorithm will reward those websites which are optimised for use on mobile devices. With 50% of users searching on a mobile device, this is a move which seeks to give Google users the best possible search experience.
Currently, Google highlights which websites are mobile-friendly in their mobile search results, but from 21st April 2015 it will reward those websites that can be read on mobile devices, allow simple navigation, create links that are easy to click through, and include images that are appropriately resized for the device.
What can I do to stop my website from dropping in the rankings?
First and foremost, your website should be designed to give a great user experience, rather than meet the requirements of the machines that rank it. A website that is created with users in mind rather than rankings often does better than one that meets all of Google’s criteria but lacks that personal element.
However, there are several things you can do to help…
Run Google’s Mobile – Friendly Test
If you’re uncertain whether your website has been mobile optimised, simply enter the URL into this free test. If your website does not pass, Google will let you know the page is not mobile friendly, and provide you with reasons as to why not.
Rethink elements of your design
When Google check your website is mobile friendly, they will look for the following: whether your website uses software that is uncommon on mobile devices, whether text is easily read without zooming, whether content is resized so users do not have to scroll excessively or zoom, and whether links are far enough apart to be easily tapped.
Many websites were designed in the days before mobile devices were used for search, and have not been updated in line with this trend. Whilst your whole design doesn’t have to change, it’s worth looking into the above elements.
It’s also worth bearing in mind that, in the same way that your website looks different on a mobile device to a computer screen, your website will look different on different mobile devices. Two tools available to demonstrate how your website will be viewed on different mobile devices (Android, Apple etc.) are Screenfly and Mobiletest.me.
Get a professional web review
If you’ve tried both of the above tactics and are still struggling to get your head around how you can improve your website’s user experience, now is the time to call in a professional. The Ideal Marketing Company offer website reviews (for a £25 donation to LOROS Hospice) which look into how your website is performing, and what you could be doing better.
As well as looking into mobile optimisation, the web review will give pointers on your design, security, language, clarity and SEO.
To find out more about website reviews from The Ideal Marketing Company, visit our website review page or call us on 01858 374 170.
