How to manipulate new clients by capitalizing on their fear of mobile SEO changes

04.16.2015 | in Announcements Technology Tips | by Benjamin Sullivan

You’ve read about it a dozen times by now. On April 21st Google is implementing a change to its SEO algorithm that rewards mobile friendly sites and scoffs at those that aren’t. It’s an announcement that was transformed into a fear factor almost as quickly as it landed, and navigating the changes calmly is almost as important as absorbing all of the information that’s out on the web right now.

Based on a surge of phone calls and the tone of articles going live as you read this, the best advice is simply to ignore the status quo and not get carried away. If you enter into an urgent series of search queries and emails, you’re going to play right into the hands of fear mongers and second-rate developers looking to sell you a quick fix that won't necessarily hold up or a conversion utility.

Here’s the news: mobile-friendly sites are a factor now more than ever, as Google greatly revises its SEO algorithm to favour that designation. People everywhere browse the web from their smartphones, tablets, even watches. What was once a beneficial advantage for savvy businesses is now a user-experience concern, and things like responsive websites (good) and separate mobile sites (less good) are no longer the difference between good and great, they’re the future of the web. If everyone’s on mobile it means everyone wants your website to work on their device, and Google search thrives on delivering what searchers want. To get the job done, they’re going to reward ‘mobile-friendly’ websites with search result advantages. That’s the motivation, that’s the end result.

Here’s the game: when SEO changes drop, the not-so-friendly digital specialists out there call on a tried and true formula to make a buck. They aren’t going to tell you that you need to fear Google’s changes (they'll tell you that later), they’re probably just going to ask you questions like ‘how will your traffic be affected?’ and ‘are you prepared?’ But the mysterious nature of SEO typically implies that if you can’t answer those questions right away, you’re going to seek someone out to answer them for you.

Unless you work with a trusted digital partner already, you’re likely to seek your answers from a number of sources who’ll either offer you a ‘quick-fix for April 21st’ service, or point you to one. Maybe that’s the right solution for you, but don’t engage in a partnership because you fear for your website, engage because you’re invested in the relationship and the future.

Yes, Google’s a big deal and changes to their search algorithms have left website owners in a tough spot in the past. Know that this is always by design, and that Google’s ultimate goal is to make their search engine a more intuitive, modern utility for the everyday web user. I’m not saying that the April 21st changes aren’t a big deal or that they won’t seriously affect mobile rankings. Nobody but Google knows just how different the SEO landscape will look when the changes are set in stone. But Google isn’t out to get you, and they won’t blacklist you while you work on adopting mobile-friendly technology, if you haven’t by now.

One truth to all of this noise is that you do need to be mobile-friendly. Mobile isn’t a fad and your users aren’t all on desktop or meeting you in person. The trick is taking the time to sit down with someone who’s going to explain to you the true implications of Google’s changes relevant to your business, what’s required to go mobile, and other options you can invest in while that redesign, or simply adjusting your current site, gets underway.

This cautionary tale isn’t unique to SEO algorithm changes, either. When it comes to your website or your digital strategy, don’t jump into something just because you receive a troubling email or read about the next ‘Mobilegeddon’. A true conversation with a specialist will trump any 'service' that promises quick conversions or disconnected partnerships. So, do you know if your site’s mobile-friendly? If you don’t, go get some fresh air and make a few calls - you’re better than the frenzy.

• SEO
• Google