April 21st 2015 saw the dawn of ‘Mobilegeddon,’ Google’s new search algorithm that penalises websites failing to offer mobile users an easy and enjoyable browsing experience.
The change saw many businesses drop search rankings due to sites that don’t make the most of responsive designs or take into account the high percentage of internet users on mobile devices. Here are some of the big brands that have already been affected…
While it does have an optimised mobile website and has earned the mobile friendly tag from Google, the AA lost some visibility due to the non-optimisation of pages for a number of key terms, especially those relating to insurance. Without mobile optimised landing pages for many of its insurance products, the user experience is harmed.
Next experienced a 38% drop in mobile SEO visibility after Mobilegeddon, likely the result of poor technical implementation of their mobile site. The retailer’s online home fails to respond correctly to a number of mobile devices (including Android and iOS phones).
While Barclays have a mobile website on their root domain, the bank directs users to a series of non-mobile landing pages for several high volume terms. This poor usability practice is repeated throughout the Barclays site, leading to a number of ranking drops for high volume terms.
British Airways has lost some visibility due to a series of poorly optimised pages, including those related to particular travel destinations. The site therefore appears below two of its rival operators, Virgin Atlantic and Emirates, when searching for certain holidays.
Sky Vegas lost a quarter of its mobile visibility in the week after Mobilegeddon took place, much of which appears to be attributable to slots related terms. For the term ‘slots’, Sky Vegas fell from position two to position 11, whilst for ‘online slots’, it fell from position two to position seven.
Google were being serious with this change. Even the big guys haven’t escaped. Is your website mobile friendly? Use our Mobile Friendly Checker to see.