Are Non-Mobile Friendly Sites Fast Disappearing?

by CXOtoday News Desk    Aug 06, 2015

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Companies that still do not have mobile-friendly sites (and there are many in number) are bearing the brunt of Google, which had warned earlier that non-mobile-friendly sites disappearing from top Google results. The search engine is reportedly adjusting its algorithm to boost the rankings for sites that meet its criteria for mobile display.

According to a new study from Moovweb there are clear visibility and ranking consequences, in addition to usability consequences for companies that are still not moving to mobile. April 21 was the formal date when Google’s Mobile-Friendly Algorithm kicked in. Since then Moovweb has tracked “1,000 important e-commerce keywords in a range of industries” to see whether and how it has impacted mobile rankings on Google.

The research firm found that 83 percent of the the time, the top result was mobile-friendly. On page one of the Google mobile SERP, 77 percent of results (or 7.7 out of 10) were mobile-friendly. In other words, websites that don’t fit the description will be demoted in Google’s search results on smartphones while those meeting the criteria will be more likely to appear at the top of the rankings – a move that can translate into more visitors and money for businesses.

Read more: Google’s ‘Mobile-Friendly’ Ambition Can Hurt SMBs

However, in 20 percent odd cases Google is serving non-mobile-friendly results as well. Moovweb’s report shows the percentage of mobile friendly sites in each of the top 10 positions across the 1,000 keywords tested.

The company found that mobile-friendliness varied by vertical. The chart below indicates some industries were more mobile ready than others. Of seven categories examined retail had the most mobile-friendly results and transportation the lowest percentage of mobile friendly results — for the examined keywords.vertical

The obvious next step for marketers whose sites aren’t mobile ready is to update them as soon as possible. The next step would be to provide an experience that rewards smartphone searchers and advances the broader business interests of the company among mobile users.