On the 26th February 2015, Google published the following on their official webmaster central blog:
“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 optimised for their devices.”
What this means is that from 21 April, anyone using google to search the internet on their mobile phone, will be directed to Mobile Friendly sites first.
So, you can see how vital it is that your business meets Google’s search criteria. If your site is not mobile friendly Google have stated that you may get dropped down the rankings, and in some cases, disappear altogether, especially if you have an older designed website.
Google have specified the criteria that they will be looking for in a mobile friendly site, and there are over 200 different factors taken into account, but the main ones are taken from a worldwide google survey of “What the consumer wants.”
So… the top 5 things that the consumer demands:
✓ Option to Tap To Call
✓ Fast loading pages
✓ Easy to read & navigate
✓ Large link buttons
✓ Directions ( map )
If the consumer has to squeeze and pinch your site to navigate, the Google survey found that the majority will move to another site. You have approximately 7 seconds to capture the consumer.

Check out the ‘Friendliness’ of your site by using Google’s own test link
VERY IMPORTANT that you test your website USING A MOBILE PHONE. If you use any other device, you will not get the correct result.
Having your web developer/designer tell you that your site is ‘Responsive or Optimised’ is NO LONGER sufficient. Vary rarely do these type of sites give you the number one option that your consumer demands.
A large button which they can Tap to call you!!
PLUS, there is normally way too much information on the home page for the consumer to wade through.
In the Google survey mentioned above, one of the findings was that the consumer DOES NOT WANT in-depth information during a mobile phone search. They just want it QUICK and INSTANT, because they are searching for something they want, RIGHT NOW!!
If you don’t give them what they want, they go elsewhere.
Current research has found that the only platform that gets an “AWESOME” from Google’s test link, is that of a ‘Mobile Phone Website.’
