When Google announced its latest algorithm update, significant changes were expected within mobile search results. With more than 2 weeks since the update, we wanted to see what impact it has had so far.

The aim of the update was to improve the experience for users searching on their devices by providing relevant and quick results. It was applicable for information searching on mobile-friendly pages or on mobile apps.  

So far it would appear #Mobilegeddon hasn’t lived up to its name - however we know that it may take some time for the update to roll-out fully so it’s difficult to calculate it’s true impact at this point. The real fall-out will be felt in the weeks to come, so we should all keep our ears to the ground.

Winners and losers

In my previous blog post, I mentioned that this update should be seen as an opportunity for businesses to outsmart their competitors and jump ahead of them in mobile search rankings. Looking at the initial results, we can see that some companies have made the most of this latest algorithm update.

In early April, a report from marketing firm Merkle/RKG showed that 46% of Fortune 500 companies and 29% of the top 500 retail sites had not received Google's "mobile friendly" status. Given the size of these businesses, this update could cause quite a mix up in search rankings in the coming weeks.

A new report from Searchmetrics reviewed data from a number of domains (US only), analysing changes in rankings between desktop and mobile search. Using the early data, Searchmetrics has narrowed down the top 50 winners based on gains in mobile SEO visibility, and the top 50 losers based on losses in mobile SEO visibility.

From this preliminary study, we can see that the big losers in terms of SEO visibility include Reddit (-27%), NBC sports (-28%) and Walmart Stores (-31%).  

As for winners, Searchmetrics lists TvTropes.org (+23%), Wikimedia.org (+28%) and Shazam.com (+103%), amongst many others.

Google reported last week that the number of websites that meet its mobile-friendly criteria has risen by 4.7% since its mobile-friendly update was announced, telling us that people are taking action.

Having a browse

A study by the Interger Group can help paint a picture of why retailers that get in line with #Mobilegeddon can benefit.

The study found that only 1 in 10 consumers ever download a dedicated mobile app of a particular brand/retailer. Despite this low figure, the number of shoppers purchasing items on their smartphones increased from 25% to 35% from 2012 to 2014. According to InMobi, 60% of internet access originates from mobile devices.

With this in mind, we can assume that the vast majority of the purchases via mobile devices do in fact come from a browser - not an app. Therefore, any brand that is identified as “mobile friendly” will have access to the shopper before a retailer that is not.

Given the fact that more than 60 percent of searches are performed through Google, this latest update further strengthens Google as the go-to place for users looking to search on their mobile.

Final thought

If you’re unsure whether your site is mobile friendly, make sure you check this as a priority. You could be dropping down the rankings as you read this and missing out on potential sales.

If this is the case - do not fear! We’re currently offering a 50-point mobile readiness audit which will allow you to understand how your site behaves across various devices. If this is of interest, please do visit our audit page or get in touch.

As a reminder, below is our fact sheet which outlines what Google is looking for when it’s reviewing your site: