A few months ago, Google changed the way it valued sites and the way it saw mobile friendly websites in its rankings and SERPs. In short, it paid to make sure your site was responsive as the search results actively prioritised mobile friendly sites. This obviously whipped the world of digital marketing into a lather and there was a small panic to ensure you got it right and quickly. The reality though, didn’t live up to the myth that the internet would not be standing after the algorithm change.
But why does it matter? If you consider that over 60% of internet users use a mobile or tablet and nothing else to browse the internet, and recent results to measure the impact seem to prove it. The Adobe Digital Index has shown that desktop search results for companies have not changed a great deal, remaining at a constant level. However, on mobile only searches, non-mobile friendly sites could expect a decrease of up to 35% in exposure. When you consider the power of mobile in today’s day and age, this was and still is a massive figure.
One of the most interesting parts of the fallout from Mobilegeddon has been the dip in organic traffic to non-mobile responsive sites, which many attribute to the lack of exposure within mobile searches. Organic traffic on average fell by 10% for most companies, which in layman’s terms meant that potential traffic was steering towards a competitor who’s Mobile-ready. This also had an effect on cost per click (CPC). To counteract the cost of losing organic traffic, companies turned to PPC to bridge the gap which has in turn risen the cost by 16% on average.
This isn’t to say that CPC or PPC is making a comeback (it never went away) because organic searches still prove vastly popular and that trust in organic has remained strong. The rise in PPC costs is meaning that small to medium businesses are slowly being priced out of it leaving the bigger boys to fight it out.
Others can have a slice of the pie though and organic traffic can be found in numerous ways but what Mobilegeddon and the frenzy showed us was that companies who were slow to pick it up were left behind. It also shows the absolute value in making sure your site is mobile friendly and fully responsive to ensure you can finally optimise the constantly growing audience on mobile.