General

Mobilegeddon: Google's algorithm change and its impact on advertising


Google introduces changes to its algorithm and Starting today, April 22, 2020, it will give priority to those websites that are mobile friendly, so companies that are not prepared will suffer. It is what is known as "Mobilegeddon" or "Mobilegeddon" in English. We will analyze 5 impacts on advertising revenue and practices that will be penalized or what is the same, mobile-friendly design.

Almost everyone already has a Smartphone and mobile searches are on the rise. In fact, according to the statistics consulted in various sources, it is expected that by the end of the year half of the searches on Google will be made on mobile phones.

Google well aware of this fact, it considers it essential that a website be “mobile-friendly”, that is, that it is adapted to mobile phones, and will reward the pages that join the change by placing them in the top positions in your search engine.

"Móvilgeddon" and positioning

Two key factors to get a good position in the Google search engine now are:

  1. "Mobile-friendliness" or adaptation to mobile. Mobile optimized web pages will rank higher.
  2. Source: developers.google.com
  3. Indexed Applications. The information that comes from indexed applications will occupy the first positions for those users who have the application installed on their mobile devices. In addition, according to what is read in google developers, smartphone users who have installed an application will be able to open it directly from the relevant results of Google's mobile search.

Requirements to be mobile-friendly

Google will consider that a web page is mobile-friendly when it meets a series of requirements, such as avoiding:

  • software that is not common on mobile devices
  • the scroll or horizontal scroll
  • small text so you don't have to enlarge it. Goodbye to zoom.
  • that the links are close together so as not to click on an unwanted link.
  • content that cannot be played. Goodbye Flash.

New mobile culture

Mobile search is completely different from computer searches, so if you think that responsive design is the only important thing, you are very wrong. It takes much more than an optimized web page to capture the attention of mobile users.

If "mobilegeddon" scares you, wait until you read this

If you are worried about "mobilegeddon", there is something even worse. These are some of the consequences suffered by those who do not have “mobile calls” in mind according to business2community:

1. Very low conversion rates

Conversion rates are 45% lower on mobile than on computers. A Responsive design is not enough to avoid this problem, it is necessary to facilitate the user's work and find more effective ways to find what you need. An example is the function "Click-to-call", a button on the website that the user can press and automatically call the phone number linked to it. Most likely, a person browsing on the mobile would prefer, for example, to call a restaurant than to see its website.

2. Unsatisfied customers

According to ExactTarget, 54% of consumers say that mobile websites do not have all the necessary information, something that happens when a site is simplified to fit the screen of a mobile. It is necessary for the user to quickly and easily find all the information they need.

3. Benefit the competition

According to Google, 40% of users turn to the competition when they have a negative experience with a website. This can hurt you a lot, therefore, take care of the information you offer and facilitate access to it so that users who visit your site do not leave.

4. Decrease in sales

61% of people who search on mobile say that the click-to-call it is very useful especially when making purchases. If we want our website to be "mobile-friendly" we have to encourage users to click.

5. Minor CTR

Click through rate (CTR,Click Through Ratioin English) is an indicator to measure the effectiveness of an online advertising campaign (see glossary for more information).

According to Google, advertisements that have call extensions (call extensions) have 4% to 8% higher click-through rates. And we cannot forget that, for many things we can do with our smartphones, the function par excellence of them is to call.

Anyone worried about losing positions on the search giant's results page, better worry about responding to the needs of mobile users starting with offering services click-to-call.

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