Everything you need to know about Google’s changes to mobile search results

18 Nov 2016

Following the global release of its mobile update in 2015, Google is in the process of making key changes to mobile search results that will make it easier for users to find relevant, high quality search results optimised for their devices.

In April 2015, Google launched its global mobile update which would affect mobile search rankings and allow Internet users to find relevant and timely content more easily on their phone, without the need for tapping or zooming.

Google is keen for users to be able to quickly find the best answers to their questions through the search engine, regardless of the device they’re using. The company has therefore announced three core changes that will offer an enhanced mobile experience:

1. Increasing mobile ranking signal effect

Google will increase the effect of its mobile ranking signal to “help users find even more pages that are relevant and mobile-friendly.”

A webpage is eligible for the “mobile-friendly” label if it meets the following criteria, as detected in real time by Google:

  • Avoids software that is not common on mobile devices, like Flash
  • Uses text that is readable without zooming
  • Sizes content to the screen so users don’t have to scroll horizontally or zoom
  • Places links far enough apart so that the correct one can be easily tapped

2. Making content easy to access

Whilst the majority of pages can now be read without tapping or zooming, there are still many pages showing content blockers to users. These are features that often sit on top of or above the page’s content and visually obscure it, so users cannot easily access the content they expected. This makes for a poorer user experience and is more problematic on mobile devices where screens are smaller.

Content blockers can be anything from a pop up about cookie usage, to an age verification checker or a banner taking up the majority of the screen.

As a solution, Google has announced that from 2017 onwards, pages where content is not easily accessible to mobile users may not rank as highly.

IceBlue’s solution

At IceBlue, we pride ourselves on keeping on top of the latest industry trends and we can optimise your site in line with Google’s mobile changes. We can optimise your website’s content and design for mobile, helping you move up to the top search rankings on the search engine results page. We can also check your hosting provider to establish how fast your website loads and provide recommendations to make this load quicker.

Whether you want help optimising your site for mobile, recommendations to make your mobile site even more user friendly or are simply looking for tailored mobile marketing advice from a team of globally trained experts, get in touch and we can help your business.

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