‘Mobilegeddon’ is here

Google, SEO, Deloitte, Deloitte Private

It’s official. ‘Mobilegeddon’ is upon us. If you’ve somehow missed the panic stricken headlines this week such as 'Google is making a giant change this week that could crush millions of small businesses' then let us break the news to you.

Google has changed its algorithm to punish those websites that are NOT mobile friendly.

This has big implications for those SMEs who haven’t already taken a serious look at their digital marketing efforts. The bottom line is this.

If your website is not optimised for mobile devices then you will not rank highly when customers Google search your business from a smart phone or tablet. 

About 60% of online traffic now comes from mobile and Google wants users to have a great experience whenever they click on a mobile link.

We want consumers to be able to "find content that's not only relevant and timely, but also easy to read and interact with on smaller mobile screens,” Google said in a statement.

The change will not affect results from desktop searches.

According to a 2014 Advanced Web Ranking study, the first five results on a search page account for nearly 70% of all clicks. So if your website isn’t ranking, your customers won’t be able to find you. 

Here’s what you need to know about ‘Mobilegeddon’:

You are not the judge anymore

Google is the judge and jury of mobile friendliness. You need to meet its expectations, not your own. Even if you’re not seeing your traffic come from mobile devices now, there’s a good chance you will in the near future.

This tool is your new best friend

Google’s Mobile Friendly Test not only tells you how friendly your website is, it also explains why. Eg. 'your text is too small to read' or ' your links are too close together'. It then shows you how to improve. If you still can’t figure out how to get your page upgraded into an “Awesome! This page is mobile-friendly,” then hunt down some marketing help.

You need to optimize your content for mobile too

Marketing firm, Econsultancy, recommends the following tips for content to become more mobile-friendly:

  • Short, entertaining headlines with easily readable text are key. Also ensure links are far enough apart so fingers don’t bump the wrong one.
  • Make sure your content’s structure and layout doesn’t require readers to scroll down, down, down to get to the majority of your content. Front load your important content at the top.
  •  Place your call to action within your content. Mobile readers shouldn’t have to thumb all the way to the end of the page.

At the end of the day, consumers have already been turning to their mobile devices for online content so perhaps “Mobilegeddon” could have you thanking Google in the end?


Emily is a Senior Advisor in the Deloitte marketing team who knows that behind every great business lies a great story. She loves talking to inspiring people who are thinking outside the box to create a thriving SME sector in New Zealand.