So what exactly is Google going to do?

"Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results."

Simply speaking, Google is going to give "better" ranking to websites that are mobile friendly (or "responsive"), as opposed to those that don't.

Let's say your client A and their competitor B sell the same products, and have a similar standing on Google. Only, competitor B has a responsive website, but client A does not - their website fails Google's Mobile Friendly Test. Competitor B have already invested in mobile friendliness to capture the huge amount of mobile traffic and e-commerce that flows through the Internet today.

On April 21 2015, Google WILL give preference ranking to competitor B. At least on mobile search, which averages around 60% of the search market. Competitor B be ahead of your client A on Google. That's huge. Inevitably, Google are encouraging a move to mobile if you haven't already!


What options do I give my client?

To pass Google's mobile friendly test, we have two options:

  1. Responsive Website - where the website loads "responsively" on desktop, tablet or mobile. The website adjusts to the visitor's screen size. This is our recommendation for new websites or revamps.
  2. Mobile Website - where a separate mobile template loads for mobile only. This is usually applicable to e-commerce stores who are not yet ready to invest in a full revamp of their current desktop site.

It's less than a month away as I write this post. Inform your clients today. They will value your services even for simply informing them.



How do I make my client's website responsive?

Google provide their own guidelines which is a great place to start if you want to do it yourself.

In addition, I help Digital Agencies and Marketers offer high end development services to their clients within 4 weeks, to massively increase their profits. With a quick, free audit of your client's website, we can tell you how long it would take us to make that site mobile friendly. It's not too late - and even if time is running out, there's no time like now to get started on a responsive website. Send me an email today on with your URL and concerns, or connect with me via Linkedin. It starts with a free consultation.


Ready to go mobile?

Rishi Daryanani
Posted on: 21 March 2015

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