April 22, 2015. It’s going to be a very quiet day in many shops. Because that’s the day they fall off Google.
Sure, on April 22 some shops will be super busy. They will have one of the biggest days of sales all year. A huge percentage of the people who would normally shop with their competitors, will be right there in their stores, spending up big.
Want to know what these store owners know that their competitors don’t? Want to know how YOU can be one of those “smart” shop owners on 22 April, and be right at the top of the heap by the end of the year, because you “stole” all your competitors’ customers?
It’s that simple. Google has announced it is going to change the way it presents search engine results on mobile devices like cell phones. And that change kicks on on April 21 2015. Here’s what Google wrote:
And here’s what that means for you. Some web sites are what is called “mobile friendly”. This means that when you look at them on a mobile device, like a cell phone, they are easy to read and navigate. Want to find out if Google thinks your site is mobile friendly? Click here to test it.
How did your site do? If your site is mobile friendly, it means that visitors to the site, when they are using a mobile device, are more likely to find what they are looking for, and will stay longer. And Google loves to provide those using its search engine with exactly what they are searching for.
Right now, Google judges how good its results are partly by monitoring how long someone stays on a site after clicking a Google link. If someone is on a mobile device and clicks on a search result, and the site they are taken to is not mobile friendly, they are likely to hit the Back button and go straight back to Google. So, in a way, Google is already favouring mobile-friendly web sites in its results.
But from April 21, Google is formalising all that. From 21 April, if you are on a mobile device, Google is going to give you mobile-friendly web sites at the top of your search. It is a huge shake-up of the whole search engine ranking concept.
Which is why, from 22 April, if your business doesn’t have a mobile-friendly web site – well I hope you enjoy the sound of crickets.