By Alisdair Blackman
On April 21, 2015, Google rolled out one of its most significant algorithm updates since Panda and Penguin—this time targeting mobile usability. The message is clear: if your website isn’t mobile-friendly, expect to be penalised in mobile search rankings.
With over half of global searches now coming from mobile devices, Google’s shift to a mobile-first indexing model reflects a broader change in consumer behaviour. Yet many brands have failed to keep pace—clinging to outdated, unresponsive designs or legacy “m.” subdomains.
The solution? Embrace responsive, adaptive, and reactive design principles. Businesses that fail to modernise risk being displaced by competitors who already have.
Google’s Mobile-Friendly Test Tool
To assess your site’s readiness, Google has provided a free tool: Mobile-Friendly Test
5 Immediate Actions to Improve Mobile Friendliness
Whether you manage SEO in-house or via an agency, here are five critical steps to take:
1. Prioritise Key Pages
The algorithm affects individual pages—not entire domains. Ensure your most important pages are indexed as mobile-friendly first.
2. Run a Mobile-Friendly Audit
Use Google’s test tool to check your site’s status. Note: there may be a delay before Google updates its index.
3. Avoid Common Pitfalls
Review Google’s guide on the top seven mistakes webmasters make when going mobile: Common Mistakes
4. Use Webmaster Tools
Check the Mobile Usability report in Google Search Console to identify pages with severe mobile UX issues.
5. Accelerate Reindexing
Once changes are made, use the “Fetch as Google” function to prompt faster crawling and indexing of your updated pages.
Related Reading
- Responsive Design vs. App Development
- User Experience & Design Services by Digital Rehab
