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Google’s Mobile Algorithm Update
Image Credit: Everything-PR.com
Adam Proehl
Partner
NordicClick Interactive
About Me
Adam Proehl • In Digital Marketing since 1998
• Specialize in complex & multi-channel sales
• Principle at NordicClick Interactive – a Digital
Marketing Agency based in Minneapolis
• Instructor at the Online Marketing Institute,
Instant E-Learning, & University of San
Francisco
• Hopeless MN Sports Fan
April 21, 2015
A.K.A.
• MobileGeddon
• MoblePocalypse
A few of my favorites…
Image Credit: Rob O’Shea
Image Credit: Netle.com
Image Credit: TokaSEO.com
What this means
..as far as we know
Zineb Ait from Google
3 Things to Know
&
4 Things to Do
3 Things to Know
1. Mobile Traffic Only - Desktop Searches are NOT affected
3 Things to Know
2. Page by Page “Pass/Fail” – Not the Entire Site
OK
NOT
OK
3 Things to Know
3. Greater visibility of app content:
Image Credit: Moz
• When deemed relevant
• Device centric
3 Things to Know
So…..does this
mean I should
absolutely have
an app?
NO
3 Things to Know
An App?
Only if it’s actually useful
Useful: Not:
So…what
should you
do?
4 Things 
4 Things to Do
1. Stay Calm – This shouldn’t be a surprise
We’ve been
previously
warned
From a year ago
4 Things to Do
NordicClick Client
Network Sampling
Changes in behavior:
4 Things to Do
Pope Benedict XVI
Pope Francis
Image Credit: NBC News
Changes in behavior:
4 Things to Do
2. Which Pages Matter?
Consult Webmaster Tools
GOOD!
4 Things to Do
2. Which Pages Matter?
Consult Webmaster Tools
NOT GOOD!
4 Things to Do
2a. Which Pages Matter?
Check Mobile Landing Pages in Web Analytics
4 Things to Do
3. Find out What’s Wrong (if anything)
https://www.google.com/webmasters/tools/mobile-friendly/
4 Things to Do
3. Find out What’s Wrong (if anything)
YAY!
4 Things to Do
3. Find out What’s Wrong (if anything)
RUH ROH!
4 Things to Do
4. Fix the Issues
• Flash
• CSS
• Layout
• Text Size
• Speed
a) Prioritize your top pages to fix
b) Available Help Guide
c) Get to it Common Issues:
https://developers.google.com/webmasters/mobile-sites
Link
Bonus Thoughts
A Few Bonus Thoughts:
1) Prioritize: Think about the user first – what are top 3
things a mobile user wants from you?
Retail Example:
• Hours / Location
• Product /Service Availability
• Phone Number
A Few Bonus Thoughts:
2) User Interaction Points
How & When:
• Search
• Email
• Social Interaction
• On Location
• Etc.
A Few Bonus Thoughts:
3) You can’t possibly fit EVERYTHING on a small screen
……….. so DON’T try
Image Credit: Sitepoint.com
Resources
Google Webmasters Blog:
http://googlewebmastercentral.blogspot.com/
Webmaster Tools:
https://www.google.com/webmasters/tools/home?
Google Mobile Site Testing Tool:
https://www.google.com/webmasters/tools/mobile-friendly/
Detailed Blog Post:
http://nordi.cc/1IQAvXb

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Google’s Mobile Algorithm Update

  • 1. Google’s Mobile Algorithm Update Image Credit: Everything-PR.com Adam Proehl Partner NordicClick Interactive
  • 2. About Me Adam Proehl • In Digital Marketing since 1998 • Specialize in complex & multi-channel sales • Principle at NordicClick Interactive – a Digital Marketing Agency based in Minneapolis • Instructor at the Online Marketing Institute, Instant E-Learning, & University of San Francisco • Hopeless MN Sports Fan
  • 5. A few of my favorites… Image Credit: Rob O’Shea Image Credit: Netle.com Image Credit: TokaSEO.com
  • 6. What this means ..as far as we know Zineb Ait from Google 3 Things to Know & 4 Things to Do
  • 7. 3 Things to Know 1. Mobile Traffic Only - Desktop Searches are NOT affected
  • 8. 3 Things to Know 2. Page by Page “Pass/Fail” – Not the Entire Site OK NOT OK
  • 9. 3 Things to Know 3. Greater visibility of app content: Image Credit: Moz • When deemed relevant • Device centric
  • 10. 3 Things to Know So…..does this mean I should absolutely have an app? NO
  • 11. 3 Things to Know An App? Only if it’s actually useful Useful: Not:
  • 13. 4 Things to Do 1. Stay Calm – This shouldn’t be a surprise We’ve been previously warned From a year ago
  • 14. 4 Things to Do NordicClick Client Network Sampling Changes in behavior:
  • 15. 4 Things to Do Pope Benedict XVI Pope Francis Image Credit: NBC News Changes in behavior:
  • 16. 4 Things to Do 2. Which Pages Matter? Consult Webmaster Tools GOOD!
  • 17. 4 Things to Do 2. Which Pages Matter? Consult Webmaster Tools NOT GOOD!
  • 18. 4 Things to Do 2a. Which Pages Matter? Check Mobile Landing Pages in Web Analytics
  • 19. 4 Things to Do 3. Find out What’s Wrong (if anything) https://www.google.com/webmasters/tools/mobile-friendly/
  • 20. 4 Things to Do 3. Find out What’s Wrong (if anything) YAY!
  • 21. 4 Things to Do 3. Find out What’s Wrong (if anything) RUH ROH!
  • 22. 4 Things to Do 4. Fix the Issues • Flash • CSS • Layout • Text Size • Speed a) Prioritize your top pages to fix b) Available Help Guide c) Get to it Common Issues: https://developers.google.com/webmasters/mobile-sites Link
  • 24. A Few Bonus Thoughts: 1) Prioritize: Think about the user first – what are top 3 things a mobile user wants from you? Retail Example: • Hours / Location • Product /Service Availability • Phone Number
  • 25. A Few Bonus Thoughts: 2) User Interaction Points How & When: • Search • Email • Social Interaction • On Location • Etc.
  • 26. A Few Bonus Thoughts: 3) You can’t possibly fit EVERYTHING on a small screen ……….. so DON’T try Image Credit: Sitepoint.com
  • 27. Resources Google Webmasters Blog: http://googlewebmastercentral.blogspot.com/ Webmaster Tools: https://www.google.com/webmasters/tools/home? Google Mobile Site Testing Tool: https://www.google.com/webmasters/tools/mobile-friendly/ Detailed Blog Post: http://nordi.cc/1IQAvXb