This document discusses Google's upcoming mobile-friendly algorithm update called "Mobilegeddonpocalypse" set to take effect on April 21, 2015. It provides background on the speaker and explains that the update will prioritize mobile-friendly websites in mobile search results. Key things site owners should do are to check if their site has been flagged by Google as unfriendly in Webmaster Tools, fix any issues, test pages for mobile-friendliness, ensure CSS and JavaScript aren't blocked from robots.txt files, and properly redirect mobile user agents for separate mobile sites. The presentation aims to help attendees understand the update and take appropriate action to ensure their sites remain visible in mobile search results.

1. Mobileageddonpocalyse
Product Mavens Sydney – April 15th, 2015

2. • Who I Am & Why I Claim “Expertship”
• What Is This All About?
• How Google Ranks Pages
• What is Known & Unknown
• Does It Affect You?
• What Should You Do?
Feature Presentation

3. Who Is Michael Motherwell?
• Got an IT Degree In 2001
• Dotcom crash happened
• Couldn’t find a “traditional” IT job
• Discovered SEO via a job posting
• Had a “Lightbulb moment” about why my sites failed
• Yadda Yadda Yadda
• Have worked In Search Ever Since

5. What’s All The Fuss?
• February 26th, 2015, Google announced a mobile algorithm change set for April
21st
• googlewebmastercentral.blogspot.com.au/2015/02/finding-more-mobile-friendly-
search.html
• Google plans to, in their words, make “more mobile-friendly websites in search
results”
• This excites SEOs, as it gives them the chance to “create content” (which is king)
and to talk at events like this (yes, there is a subtext there)
• This scares everyone else, as names like “Mobilegeddonpocalypse” pop up.

6. Google Is Doing A Good Thing

7. How Google Ranks Pages
Originally, there was one algorithm for all searches
• Pre Google: “Relevance” – She who uses the Word most, WINS!
• Early Google: “Relevance” X Importance – Use the word, and have the most links
Google Today: there are hundreds of subtle variations:
• Recent Google: Relevance X Importance (X Special, Query Specific Factors)
Special Factors include:
1. Page speed
2. User details (Location, device etc)
3. Mobile factors
4. Specific search elements
5. User feedback

12. Mobilegeddonpocalypse,
Affects Only Mobile
Searches

13. What We Know & Don’t Know

14. What We Know
Impacts Mobile Searches ONLY
What fraction this is for individual sites can be
determined via Analytics.

15. What We Know
Real Time
Google decides as it crawls each individual page if it
is mobile friendly.
Changes you make will have (fairly) immediate effect

16. What We DON’T Know
Severity
Is it all or nothing, where unfriendly sites disappear,
or is it a scale, where they drop 3-10 places?

17. How Do I Know If It Affects Me?

18. Sign Up For Webmaster Tools
https://www.google.com/webmasters/tools/home?hl=en

19. Webmaster Tools

20. Mobile Usability

21. What Should I Do?

22. Fix Google’s Suggestions
• Most will be self evident for a Designer/developer, but here are some good
links to send them JIC:
 https://developers.google.com/web/fundamentals/layouts/rwd-fundamentals/
 Mobile usability: https://support.google.com/webmasters/answer/6101188
BUT There are TWO specific SEO Changes:

23. Don’t Block CSS JavaScript via Robots.txt
DO NOT BLOCK CSS OR JavaScript
User-agent: *
Disallow: /css
Disallow: /javascript
Disallow: /images

24. If You Use An M Site
Make Sure You Redirect Google’s UAs
• http://m.linedmedia.com.au
• https://support.google.com/webmasters/answer/1061943?hl=en
Google
Mobile
Googlebot-
Mobile
[various mobile device types] (compatible;
Googlebot/2.1;+http://www.google.com/bot.html)
Google
Smartphone
Googlebot Mozilla/5.0 (iPhone; CPU iPhone OS 6_0 like
Mac OS X) AppleWebKit/536.26 (KHTML, like
Gecko) Version/6.0 Mobile/10A5376e
Safari/8536.25 (compatible; Googlebot/2.1;
+http://www.google.com/bot.html)

25. Feedback Loop: Test Your Site
• https://www.google.com/webmasters/tools/mobile-friendly/

26. Feedback Loop: Test Your Site

27. Wrapping This Up
1. Get Webmaster Tools - https://www.google.com/webmasters/tools/
2. See if Google has flagged your site
3. If Google has, Fix the errors
4. Test the individual pages https://www.google.com/webmasters/tools/mobile-friendly
5. Make SURE:
i. You DO NOT Block CSS JS in you robots.txt
ii. For M Sites, you redirect the Google Uas

28. Lined Media
Suite 7, 174 Pacific Highway
North Sydney, NSW
02 8021 3384
Thanks for your time.
Let’s keep talking