How far will adapting to ‘Mobilegeddon’ save your Business?

Google Mobilegeddon

When the concept of responsive design came into the forefront, it opened up new avenues that completely changed the landscape of mobile Internet usage. Smart marketers, who realized the value of catering to the needs of their mobile customers, adopted this new technique quickly and started yielding great results. However, there were also marketers who were either oblivious, too lazy or too adamant to accept the change.

With the Hummingbird update in 2013, Google had already made its intentions pretty clear – ‘delivering the most relevant results in the most user-friendly way’. With the growing use of Smartphones and Tablets to access the Web, Google could no longer risk mobile users have an unsatisfactory surfing experience. There was need of a serious wake-up call for the non-responsive marketers, and this is the reason why Google took matters in his own hands in October 2014 when the mobile usability component was added to the Webmaster Tools. And hence, the message for marketers was simple: “Either go mobile… or go home!”

What is ‘Mobilegeddon’?

Although hints were aplenty in the following months, Google made the official announcement of the ‘Mobile-Friendly’ update in February 2015 and gave away warnings that this one will have a greater impact on search results than the Panda or Penguin update. Thus, the term ‘Mobilegeddon’ came into being by combining 2 words: mobile and Armageddon (meaning: the end of all things) to define the proposed cataclysmic change that would hit on April 21, 2015.

Impact of ‘Mobilegeddon’ so far

‘Mobilegeddon’ was never meant to affect the searches made on desktop computers. Its target has just been to exclude non-responsive websites from mobile searches. After 2 weeks of its release, there has been nearly a 5% uptick of responsive websites in the SERPs and only 30-35% of mobile searchers are receiving exclusive mobile results.

If you are unconvinced with the stats and figures, you should not forget that the entire re-indexing process is yet to occur on a full scale. So we can expect to see some more changes in the results in the following weeks.

Will adapting to ‘Mobilegeddon’ save your Business?

If you are relieved that desktop search results will be left untouched, things are not going to be as rosy as you expected. Website popularity and Click-Through-Rates are important factors in determining SERP ranking, and the inability to capture a mobile audience will have devastating effects on your desktop rankings as well.

Just like it was told: “Either go mobile… or go home!”

But here comes the big question, “Will adapting to Mobilegeddon save a business?” Or rather, will having a responsive website be the ultimate solution to appease the mobile customers?

Mobilegeddon is just the tip of the iceberg, my friend! In order to attract mobile searchers and convert them into customers, a business needs a lot more than an mobile-optimized website. According to recent surveys, conversion rates are 45% lower on mobile devices than on desktops. How far can a mobile-optimized website improve the figures anyway? The key to success is to tap into the real power of a mobile and use its most efficient feature – making a call.

70% of mobile searchers have reported to use the Click-to-Call feature, and search engines like Google and Bing have reported that ads with an integrated ‘Call’ button have 4-8% higher CTR rates. This is a clear indication that adapting to Mobilegeddon will just prevent a penalty… but you need further improvements to reap the rewards and earn high profits.

Google is a smart player and it will gradually stress on the Click-to-Call feature in future for sure. It has just initiated the mobile movement with Mobilegeddon… be rest assured that there are plenty left to come! If you are smart enough, do not wait for Google to pressurize you and therefore, you should start integrating the changes from now on!

Follow the current trends, stay a step ahead and keep evolving!

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