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April 21 is Google’s Mobilegedden! Your Checklist for Mobile SEO

Are we scared? No, not really. I’m afraid that sites that haven’t been optimized for mobile usage were already suffering from poor user interaction and engagement. Now Google is simply catching up by updating the algorithms to reward sites that are optimized for a mobile user with great rankings in mobile searches.

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. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices. Google Search Console

This move makes total sense if you ask me… not really the nightmare everyone is screaming about in the SEO industry. I think much of the hype points to a key problem in the search industry – too much attention on rankings and not enough attention on user engagement and conversions. SEO consultants would have fixed their clients’ sites a long time ago if they had been focusing on the right metrics.

We recommend utilizing Google’s Mobile-Friendly Test and Webmaster’s Mobile Usability Report to troubleshoot and correct any outstanding issues with your sites. Here’s a thorough infographic from Nine Hertz, InstantShift, and AntiPull.


Douglas Karr

Douglas Karr is the founder of the Martech Zone and a recognized expert on digital transformation. Douglas has helped start several successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to launch his own platforms and services. He's a co-founder of Highbridge, a digital transformation consulting firm. Douglas is also a published author of a Dummie's guide and a business leadership book.


  1. This is another in a series of great sources to convince my superiors that we need to update. It is difficult to enact change when all is seen is the dollar sign of initial investment…

  2. I think it is both ironic and slightly hypocritical for Google to pushing this when Google services themselves are among the worst offenders.

    For example things like Google fonts and analytics are well known for causing blocking (rendering) and speed issues.

    While I wholeheartedly agree we should all be mobile friendly, we need better tools than the two Google services you recommended.

    Google’s Mobile Usability tester gives different results depending on what time of day it is. Sometimes you’re awesomely mobile friendly and other times your not,

    And Google’s Webmaster Tools is well known for always being hopelessly out of date with it’s results.

    While you can see which pages it considered mobile unfriendly over a month ago, there’s no way to update it and let it know when you’ve fixed the issues.

    Plus I put structured data markup on my site years ago and I’m still waiting for WMT to record it completely.

    So you have to wonder, if Google is going to start penalizing sites, will it be basing it on old data or current data?

    Will Google be giving everyone a fair opportunity to let it know when those issues have been fixed?

    At the moment that seems unlikely.

    1. Mark, I don’t disagree at all. However, Google Webmasters really has done a great job at building a comprehensive toolset to test your site. Be sure to register for Webmasters, add your site, and see the results. They help you troubleshoot every issue down to the pixel.

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