By now, Google’s much-anticipated “Mobilegeddon” algorithm change has rolled out completely, and some retailers are feeling the pain. Hours after the changes took effect on Tuesday, SEO site Search Engine Watch reported that retailer American Apparel had slipped in natural search results for mobile users, and reports of other changes in rankings have started trickling in as the week-long implementation takes effect.
On the one hand, it’s hard to have much sympathy. Despite the alarm bells being rung this week all over the media, the shift toward favoring sites with mobile-friendly content has been in the cards for a long time. Not only did Google first announce the April 21 change in February, giving merchants months to prepare, but the search engine giant has been moving inexorably in this direction over the past year. As we’ve discussed previously, prior algorithm adjustments favoring “contextual search” cues prioritized sites attuned to mobile users; the addition last November of the “mobile-friendly” badge was another sign of Google’s intent. On the paid search side, refinements of Google Shopping policies and parameters to favor mobile-friendly ads and landing pages further indicated that Google has made mobile effectiveness a top goal.
And, of course, Google isn’t making this shift in a vacuum. Most merchants need only look at their eCommerce site analytics to recognize the impact mobile devices have had on shopping. As we’ve reported previously, more than 40% of holiday visits and 25% of holiday revenues were attributed to mobile devices and the majority of marketing emails are viewed first via mobile devices — just two of the reasons we’ve long urged merchants to adopt mobile as a top priority.
At the same time, we appreciate that small- to mid-sized merchants especially face significant resource challenges when it comes to optimizing their sites for mobile shoppers. Because of its prominence, perhaps Tuesday’s change will serve as a catalyst for merchants playing catch-up to commit to a “mobile first” philosophy. As MarketLive CEO Ken Burke said in a recent article for ROI Magazine titled “How Mobile is Changing SEO”,
“Google’s algorithm update puts new urgency on the proposition and promises to widen the revenue growth gap between retailers that have embraced the mobile shopping revolution and those that haven’t.”
Luckily, those who’ve found their mobile search rankings compromised since Tuesday have a few quick options for recovering their standing while they work to further perfect their mobile offerings. Among the ways to regain visibility:
Up mobile paid search spend via PLAs. Google’s paid Product Listing Ads continue to soar in popularity, and their prominence within mobile search and image-centric format give merchants an opportunity to win back visibility if natural search results are sagging. The hitch: Google gives priority to paid placements with mobile-friendly landing pages, so merchants should optimize images and content accordingly to maximize their chances for a successful campaign. And, of course, depending on merchants’ paid search budgets, this workaround can prove an expensive proposition as anything other than a temporary measure.
Piggyback on mobile-friendly sites for visibility. While the flagship eCommerce site may need further mobile optimization, brand outposts on social media and in third-party marketplaces may well earn the coveted “mobile-friendly” badge. Major players such as Facebook and eBay are mobile-optimized to the hilt, and can give merchants a leg-up in visibility as a result via a boosted investment in marketplace listings, usage of social login and social sharing tools, and of course fresh and relevant content on brand social outposts.
Optimize the top 20%. Because the new algorithm assigns “mobile-friendly” status at the page level, merchants can still benefit even if they must adopt a piecemeal approach. Even if the numbers don’t hew exactly to the 80/20 rule, a large majority of merchants’ revenues and traffic are likely to be generated by a relatively small percentage of products and pages. Merchants should identify their most popular products, categories and content and set about creating mobile-optimized versions, if they don’t exist already. To justify further mobile optimization beyond the first batch of upgrades, merchants should track results — in search results rankings as well as in visits and revenue.
Streamline code. Removing mobile-only “page not found” errors and replacing them with appropriate mobile redirects, stripping out calls to content that’s potentially unplayable on mobile devices such as Flash-based video, and removing interstitial ads prompting mobile users to download the brand’s app all count in merchants’ favor in the new algorithm. For a detailed list of code-level changes that can help enhance search rankings, download MarketLive’s “April 2015 Google Mobile SEO Algorithm Update and Reference Guide.”
Boost site speed. As we’ve previously discussed, mobile site speed plays a crucial role in consumers’ expectations, and it’s a factor in search ranking overall as well. As part of their code-streamlining exercise, merchants should strip out obsolete tags, establish a speed-friendly page structure, and consider using a content delivery network if they don’t have one already. For a more detailed list of site speed fixes, read Ken Burke’s contribution to the eTailing Blog titled “Top Speed Hacks for Better Mobile Experiences.”
Of course, these quick fixes will only get merchants so far. To serve shoppers on a variety of devices — as well as to enhance their “mobile-friendly” status in Google — they should consider upgrading to responsive design as a longer-term solution and adopt a mobile-first outlook to stay abreast of shopping changes that go beyond the search engine.
How has “Mobilegeddon” affected your site, if at all?