Google’s mobile-friendly algorithm boost has rolled out
Google has fully rolled out the second version of the mobile-friendly update today. Google Webmaster Trends Analyst John Mueller announced it this morning on Twitter, saying, “The mobile changes mentioned here are now fully rolled out.”
Google gave us a heads-up in March that they are preparing to boost the mobile-friendly algorithm in May, and clearly, that has finished rolling out today.
This technically is supposed to “increase the effect of the [mobile-friendly] ranking signal.” As we reported in March, Google said if you are already mobile-friendly, you do not have to worry, because “you will not be impacted by this update.”
As a reminder, the Google mobile-friendly algorithm is a page-by-page signal, so it can take time for Google to assess each page, and that is why it took some time to roll out fully. So depending on how fast Google crawls and indexes all of the pages on your site, the impact can be slow to show up.
As we first discussed in February of 2015, Google is putting increasing pressure on advertisers to take their site responsive. In late May of this year, we saw the most recent step in this initiative, as Google finished rolling out the most recent mobile-friendly algorithm update. The moral of the story: if your site is not mobile-friendly, you will experience an increasing up-hill battle in ranking well organically. Additionally, there are some indicators that ranking through AdWords will become increasingly difficult, too. If you haven't taken the responsive plunge already, let this serve as a strong reminder that the future is clear. Moving to responsive is an investment in your future advertising efforts.