Could Google make your website extinct?

GoogleGoogle has updated the algorithms that sit behind its search engine to favour websites that work on mobile devices.

From the 21st April, how mobile friendly your website is will directly affect how high up it features on Google search results pages. Like it or not your website will now be judged on a range of new measurements such as: text size, the space between links and how content is displayed on a tablet or smartphone screen.

The BBC reported that the move will have “a significant impact on search results”. While a Google representative said in a blog statement: “As people increasingly search on their mobile devices, we want to make sure they can find content that’s not only relevant and timely, but also easy to read and interact with on smaller mobile screens.”

So all you need to do is launch a mobile site right?

Wrong, investing in an (or mobile site) as a knee jerk reaction to the news is a short term fix. A better option is to continually evolve your website to take advantage of new techniques such as responsive design and to embrace new developments with the major search engines. Just remember, ignoring developments in search means you’re probably losing revenues, missing opportunities and potentially damaging your brand.

So why does Google change? Remember, Google has evolved massively from its launch in 1998. To stay at the top of the hugely competitive search market it constantly innovates and evolves to try to provide a leading service to customers – something that won’t change any time soon.

Why bother?

Of the world’s 7.1 billion people, an estimated 2.4 billion people will go online today. Like it or not your company’s success is linked to how easily customers and prospects can find your site; how it appears on the device they are viewing it on; and how your brand stacks up compared to the competition.

The websites of some of the most famous brands have changed enormously over the years to better embrace the needs of their audience and global search engines like Google (see below some of our favourites).

As Charles Darwin said: “It’s not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.”

Our advice would be to stay ahead of the pack and not end up like the dodo.


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