If there is one thing that makes me curse at my cell phone more than anything else, it’s large companies with pitiful mobile web presences. I’m sure you’ve done this any number of times: search for a business on Google, and click through to find a page with teeny tiny lettering and un-clickable links. A shockingly large number of good sized companies still don’t have mobile-friendly websites. For example, Big O Tires (www.bigotires.com), a national chain with over 400 franchise locations, is an ugly mess on any mobile device. There’s just no excuse for it, and Google has a plan to fix it.
On the grounds that things won’t get better until circumstances dictate they must, Google is changing the rules. As of April 21st, it’s tweaking its algorithm so that sites which aren’t mobile friendly won’t rank as well for queries on mobile devices. Nobody quite knows how devastating a change that will be, but since mobile traffic is now just about 60% of all search, that’s likely a huge deal.
In fairness, they did give the world a few months of warning. The grim reality will still catch many companies with their sites down. It will no doubt force a bunch of companies who hadn’t quite gotten around to making their sites mobile-friendly to get off the dime and get them fixed or face a massive drop in traffic. That’s tough love but they had it coming.
The people who aren’t quite as well placed to handle this change are the millions of small- to medium-sized businesses who may only have just gotten their acts together to put up a decent site. Now the 80% of them who aren’t mobile friendly will find themselves at a disadvantage to the (mostly) larger guys who are. There are only so many web developers out there and for many local businesses, their online presence already ranks low on the to-do list. The likelihood that they will all have the resources to fix it quickly is slim. Indeed, they probably don’t even know this is coming. It’s going to hurt.