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[Get] How Should Your Business Respond to #Mobilegeddon? (TLDR: Start with Deep Breaths)

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OK, so let’s breathe, everybody.

If you’re in the search marketing (or even in the digital marketing) space you’ve likely heard about Google’s unusual preemptive announcement of a pending algorithm update around mobile-friendly sites in search results. It has a lot of folks anxious, has been all over the news and is being billed as a major, impactful update.

That doesn’t necessarily mean the sky is falling on your website or business by end of day today.

First off, as Google’s Gary Illyes pointed out on Twitter, the update is rolling out over the course of the next few weeks:

So if your site was showing as not being “mobile friendly” and you’re not seeing any movement yet, you might not yet be out of the woods.

If you do want to take an initial look at how your mobile traffic from organic search is doing, you can quickly look at your traffic metrics to help understand if there’s been a major change.

Within Google Analytics, you want to first create a new, custom segment:

Within that segment, you first want to add a filter for Traffic Sources > Medium > Organic:

Next, you can also add Technology > Device Category > Mobile:

You now have a segment for Mobile Organic traffic.

You can look next at a date range comparison of today’s traffic versus the same traffic last week (so that you’re comparing apples to as apple-like of a few hours of data as you can):

And then look specifically at hourly traffic to get an early look at how you’re faring compared to the same day the previous week:

This image above is from a smaller, older site my company owns that is not mobile-friendly per Google’s test.

As you can see there’s no early signs of impact, but that doesn’t mean that the site’s organic mobile traffic won’t be impacted over time. As with any small slicing it’s important to keep in mind that – in addition to the fact that the full impact of this mobile update hasn’t yet been felt – there could be a number of other factors at play if you’re seeing a major difference in traffic.

Questions to ask yourself include:

If you see an uptick in traffic, it may just be because some of your competitors have dropped out of search results (and you may see a negative impact of the update later as it continues to roll out).

You can look at a comparison versus a few previous Tuesdays in this way as well to get a sense of whether your numbers are significantly off. Assuming you’re not seeing anything alarming, you can continue to monitor your overall traffic using larger samples over time.

In my post earlier this month I also walked through some specific means of measuring your mobile traffic overall and for different sections of your site. Some tools are also starting to show mobile-friendly data already. SERPs offers mobile keyword rankings that highlight whether a listing is showing as “mobile-friendly” or not.

Glenn Gabe also points out that SEM Rush is offering a mobile-friendliness check as well:

If you are seeing a major drop in mobile traffic in the coming weeks and are looking for the quickest possible path to being more mobile-friendly and getting back some of your organic mobile traffic, below is some specific technical advice from my colleague Jamie Mazur, the co-founder and CTO at digital marketing agency All Points Digital:

Look at the analytics and review the traffic coming from mobile devices. Where possible, analyze what revenue or soft return is attached to those visitors. Armed with this information, make an informed decision on whether a potentially expensive “rush job” or throw-away short-term fix is worth the cost.

Your choices are:

For those looking for the quick fix, there are a few basic strategies that we recommend:

For those for whom it matters, there is still time to escape Mobilegeddon. Don’t try to boil the ocean – just grab the low-hanging fruit. It may not be perfect, but you will end up with a better mobile experience than you have today, and you will likely retain your search positioning.

If mobile traffic just does not mean that much to you today, take a few deep breaths. Stop circling April 21st on your calendar, but plan to act soon. You won’t want to be left on the outside looking in at the hordes of web traffickers happily engaging through their devices.

Google has already shared some helpful FAQ answers, and there are a number of interesting early reactions to the update from around the Twittersphere:

Your turn: What are you seeing? How is your business responding?

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