As any online business owner knows, Google is forever updating its algorithms. It does this for a very good reason: to constantly improve the high-quality results its users demand.
But every large update brings about a collective intake of breath as website rankings across the world are simultaneously affected – sometimes for the better, sometimes for the worse.
Now Google has announced a major new algorithm update, and here is a guide to what you need to know about it.
Google’s mobile update
Many more people are using mobile devices these days to access the internet, including to search online using Google.
Google now wants to change its algorithms to reflect this, and it will do so by making sure mobile users find mobile-friendly content with greater ease through its search engine.
As a result, it is now making two large changes on April 21:
- the first one will see the mobile friendliness of websites play a greater role in ranking in the search results. It will affect all mobile searches for every language across the world;
- the second one will see more relevant app content appear in the results. It will start using information from indexed apps for users who have the app installed and are signed in.
What you need to do
As with any major algorithm update, the problem is that you could lose a lot of traffic if you are not doing everything right. However, this time Google has provided a warning, so you can take steps to reduce any negative effects for your insurance business.
So what should you do?
First, find out whether you need to make any changes by using Google’s tools. Google has a Mobile Friendly test that will tell you whether your site is mobile friendly or not. If it is not mobile friendly, the tool will provide you with steps you can take to fix it.
Google’s PageSpeed Insights tool is another tool you can use. This will tell you the speed of the mobile pages and will also provide ideas for how you can speed up any slow pages.
You can also go to your Webmaster Tools account and look at the Mobile Usability Report. This will highlight any specific problems that need dealing with.
If your site is considered mobile friendly and the pages are loading fast, there is not much else to do.
If you need to make improvements, however, follow any advice Google provides to bring your site up to scratch. If you are unsure about any aspects, it may be a good idea to hire a specialist to help.
How importance are your mobile search results?
It is also a good idea to consider whether you really need to optimise your mobile presence for the search engines. The fact is, if you do not receive many mobile visitors who find you following a mobile search, you may not have anything to worry about in the short term.
You can go to your Google Analytics account and find out how much of your traffic comes from mobile devices. You can also find out how much of your organic traffic comes from mobile searches, and this can provide you with a better idea of whether you need to act now to improve your website or whether you can wait.
Take this opportunity to improve your mobile presence
Even if you do not receive many mobile visitors from the search engines, now is a good opportunity to make improvements to your mobile site. Mobile is becoming more important, and this will continue to be the case, so this could be a good opportunity to put aside some time to work on your website or hire a designer to help you.
