The hashtag #Mobileggedon has been trending on social media networks for a while now, indicating Google’s intention to change how mobile SEO factors will be ranked on mobile devices starting April 21, 2015.

Google is set to change its search algorithm on April 21, so responsive websites that are optimized for mobile will rank higher in search results than sites that are not mobile friendly. The algorithm update is expected to have more effect on mobile search than Panda or Penguin did when they were released.

What exactly does the update entail?

Recently, Google has been implementing numerous alterations to Google Play, apps, the presentation of mobile search engine results pages (SERPs), and some other advanced development guidelines concerning mobile, which are all believed to be connected to the 4/21 update.

In this regard, Google’s algorithm update is expected to crawl, exclusively, iOS mobile websites, apps, and deep links. The technology is already been implemented on Google’s blogspot platform, though it is still unclear whether the update will be rolled out on the Android platform as well.

The native apps likely to benefit from deep linking are those driven by data feeds. Crawling these feeds, rather than the overall apps, would give Google the capacity to understand the app content without having to necessarily crawl the app code. This is particularly relevant for iOS apps, because the Google spider is still incapable of crawling the app code for iOS devices. With the algorithm update, Google will be able to validate app content by crawling the deep-linked web content.

Will your business be affected by the update?

Some business owners are not particularly concerned about the update because mobile search does not contribute much to their business. However, the research study conducted by Google/Neilson proves otherwise:

  • First, 50 percent of local searches occur on mobile devices, and the number is steadily growing
  • Second, 74 percent of users start their search on a mobile device search engine, either via an app or mobile website
  • Third, 69 percent of consumers perform online searches with the expectation that they will make the purchase within 5 miles of their current location
  • Fourth, 83 percent of these consumers intend to make the purchase immediately, or in the same day
  • Fifth, 93 percent proceed to make the purchase

There are about 182.6 million mobile device users in the US today, and that number is expected to reach 220 million by 2018. So, ignoring this mobile update would be detrimental to businesses.

Prepare for Mobileggedon


Responsive websites deliver different size layouts to suit your device and the size of its browser screen. According to a recent article by Tech Crunch, the websites for 44 percent of Fortune 500 companies are not mobile-friendly, which means that they are at great risk of being penalized after the 4/21/2015 update. Local businesses already have a advantage with mobile search, since major search engines, including Google, give priority to local results for mobile device searches. So, being ready for the update should prove to be even more advantageous for you.

PageGravy can create a responsive website that meets and exceeds Google’s guidelines for this April 21st update, while maintaining or increasing your Search Engine Ranking. That said, making your website mobile-friendly is not an excuse to abandon other online marketing and SEO effort. You need multiple strategies to not only show up on the first page, but also remain there.