As of April 21st 2015, Google will take into account if a site is “mobile friendly” within the mobile search rankings.  Here’s a quick guide with useful tips and tools for the transition and preparation.

What has been announced?

Google will take into account if a site is “mobile friendly” within the mobile search rankings, the search engine announced on the Webmaster Central Blog. Pages that are optimized for portable devices thus get a “bonus” in the ranking. These changes affect only searches on mobile devices, such as searches performed e.g. with a smartphone.

  • Every single HTML page will be evaluated separately
  • Sites with high content relevancy will continue to rank well
  • In case of brand searches, they will still rank on top positions
  • During each crawl Google will re-evaluate the page


mobilefriendly-testTip 1: Quick-Check
Any website can be checked with Google’s “Mobile-Friendly Test“. If the page is not yet optimized, you’ll get hints and further information concerning the reasons and how to improve.




webmastertools_enTip 2: Use Webmaster Tools
Within webmaster tools problems with the usability on mobile devices that Google finds are listed for each URL.

> Search Traffic > Mobile Usability


How relevant is this update for you?

The traffic from mobile devices is growing since years. The average share in Germany is about 20% and will continue to grow in the future. A mobile strategy is therefore essential and inspiration for example, offers the Mobile Playbook. The focus is always on usability and a small datavolume to transfer to the device.
In order to determine the relevance the current update has directly for you, answer yourself the following questions:

  • How much traffic do you get from mobile devices?
  • How is your conversion rate on mobile devices compared to desktop?

Traffic in Google AnalyticsFurther information provides a look in your web analytics tool, e.g. Google Analytics.

> Audience > Mobile > Overview

The most common mobile searches are for opening times, addresses and navigation, a Google study on local search recently quoted.

google guide for mobileTip 3: Google guide for mobile
Google provides a comprehensive guide for beginners and experts to assist with the transition – incl. SEO recommendations and instructions for websites using WordPress or Joomla as a CMS.



Chrome Developer ToolsTip 4: Test with Developer Tools
Google’s Chrome browser can emulate the appearance of a page on many different devices. Simply open the page in Chrome and then press Ctrl + Shift + i.

> More Tools > Developer Tools



Even a small self-test often gives a good sense of how comfortable your site can be navigated by mobile users. Just access it with your smartphone and navigates you through it completely.

Of course, mobile rankings can be analyzed with SEOlytics in the future.

SEOlytics Leitfaden zur Vorbereitung auf das mobile-friendly Update

If you like to share or print these tips and tools, here’s a quick guide with all the information.


Google has made it clear again: a page with great content will achieve high rankings even if it is not mobile-friendly.

“While the mobile-friendly change is important, we still use a variety of signals to rank search results. The intent of the search query is still a very strong signal — so even if a page with high quality content is not mobile-friendly, it could still rank high if it has great content for the query.”


According to Gary Illyes (Webmaster Trends Analyst at Google) it could take some time until the mobile-friendly update is completely rolled out and effects are visible:

Google publishes FAQs on mobile-friendly update.

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20. April 2015 | by Jens | 1

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