At the end of February 2015, Google promised to update the search algorithm: to increase the value of the factor mobile-friendly or the adaptability of sites for viewing from mobile devices. Innovations will take effect from April 21. There are rumors among webmasters that the update of the algorithm will be so extensive that sites without adaptive layout will almost lose traffic. Are these assumptions true? The real facts about updating Google mobile-friendly will help answer these questions.
- Fact number 2: if your site is not adapted for mobile traffic, it will not lose its position in the issue for desktops
- Fact # 3: The mobile update will be more ambitious than the Panda and Penguin.
- Fact number 4: adaptive layout is not the only way to optimize sites for mobile traffic.
- Fact number 5: You can find out if your site is ready to update the algorithm.
- Fact No. 6: Having a mobile app increases the visibility of your site and business in search.
- Fact number 7: in most cases, it’s worth starting with a responsive or mobile site.
- Fact number 8: you can keep high positions on key queries, but this does not guarantee you traffic
- Conclusion, or Fact # 9: Google wants to make the world better
Fact number 1: Google will really update the algorithm on April 21
In recent months, Google has published a number of new recommendations that relate to mobile search. This confirms the preparation for a major update of the search algorithm. It can be assumed that the world's largest search engine will launch a new mobile crawler that supports the Android client application. This will improve the indexation of mobile web applications, applications for Android, as well as expand support for indexing deep links to iOS applications.
Deep links in the context of mobile applications are resource identifiers (URIs) that allow you to open specific sections of applications. For example, when you start a mobile Internet banking, you get to the start page of the application. And deep links allow you to immediately get into the interface template payments or view the balance on deposits.
The April 21 algorithm update will help Google to form a separate mobile index. This will allow the search engine to scan and rank application content without displaying it in the output for desktops. Mobile crawler will be able to index the contents of applications without having to scan their code.
Fact number 2: if your site is not adapted for mobile traffic, it will not lose its position in the issue for desktops
Google analyst Zineb Ait Bahaji said during the search marketing conference, which was held in Munich in mid-March, that the update on April 21 will not affect the issue for desktops.
Fact # 3: The mobile update will be more ambitious than the Panda and Penguin.
So said Ms. Zineb Ait Bahaji during the above-mentioned conference. She did not note whether the new algorithm will affect all types of mobile devices. It can be assumed that the update will have a greater impact on the issue for gadgets running on Android. At a minimum, the effect will be the same for Android and iOS.
Currently, the SERP for Android and iOS devices is different. The main difference lies in the display in the issuance for Android gadgets of deep links to application content. Most likely, after April 21, in the issue of gadgets on iOS, there will be deep links to the content of applications for this operating system. This is indirectly confirmed by the fact that some deep links to iOS apps have been validated in the Google app indexing tool.
The scale of the update is determined not only by the appearance in the issuance of deep links. In the formation of a personalized SERP will take part emails that have long been indexed by Google. Gmail’s microdata support will help include mobile email results.
Fact number 4: adaptive layout is not the only way to optimize sites for mobile traffic.
Google recommends optimizing sites for mobile traffic using responsive design. However, the search engine considers equivalent ways to adapt the mobile version of the site and application. This will not change after April 21st.
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Fact number 5: You can find out if your site is ready to update the algorithm.
This can be done using the mobile viewing convenience tool. Pay attention to the following nuances of its use:
- The tool checks the page specified by the URL. If you want to check the whole site, you can alternately indicate the URL of typical resource pages.
- The tool answers the question "yes or no." It does not show how many percent the site is adapted to mobile traffic.
- According to the results of the check you get a list of problems. By eliminating them, you increase the viewing experience on mobile screens.
Fact No. 6: Having a mobile app increases the visibility of your site and business in search.
First, if the search request is associated with mobile applications, the download page on Google Play, the AppStore, or on your site may be returned. For example, if the owner of the smartphone enters the query "games for children", in the issue he will receive links to game applications for children.
Secondly, Google analyst Maria Moeva, a few weeks ago, said that having a high-quality application is a positive signal that contributes to a higher ranking of the site in the mobile issue. This is implemented through deep links to the application. They help Google to link the content of your resource with program content.
Fact number 7: in most cases, it’s worth starting with a responsive or mobile site.
If the budget allows, you can offer users a site adapted for mobile traffic, as well as applications for Android and iOS. The simultaneous development of the site and applications increases your representation in the issue only if the programs provide users with additional features that cannot be transmitted through the site. In other words, if the application simply duplicates the mobile site, you will not get additional benefits.
In some cases, you can start with applications. This applies to enterprises whose customers primarily need experience, which can only be obtained through programs. For example, it is logical if the developers of the virtual guitar tutorial will offer the audience an application.
Fact number 8: you can keep high positions on key queries, but this does not guarantee you traffic
Google tries to respond to user requests already on the issue page. This is particularly noticeable in the examples of mobile SERPs. A simple example is mobile contextual ads with the ability to call directly from the issuing page. The search engine does not allow users from the SERP to the sites of the natural issue, so high search positions do not guarantee you traffic.
Conclusion, or Fact # 9: Google wants to make the world better
This is the answer to the question about the purpose of updating Google’s mobile algorithm, which is scheduled to launch on April 21. The world's largest search engine using the new algorithm seeks to solve a number of problems, including increasing their own revenues from mobile contextual advertising or monetization of applications and other content. However, the main goal of the mobile-friendly update is to improve the user experience.
What does this mean for internet marketers? They will benefit from updating twice. First, their own mobile search experience will improve. Secondly, they will be able to attract more traffic and convert it into deals. To do this, you need to offer the audience friendly sites on small screens, as well as high-quality applications.
If you want to make your site friendly for viewing on mobile devices, you may be interested in our site optimization service for mobile traffic.