Impact Analysis: Google’s April 2015 Mobile Update


In April, Google announced an incoming update to its mobile search algorithm: mobile search results were to be determined by the mobile experience, and websites with a poor mobile experience would receive a decline in organic traffic. This announcement gained a lot of coverage and built a lot of expectation, most of which has yet to be met.

Despite a warning from Google that this update would affect more queries than past updates, this phenomenon has yet to be observed. However, it’s possible Google may have intentionally built hype around the subject in order to incentivize migrations towards mobile-friendly websites. Nonetheless, sites which have yet to adapt to the new algorithm have felt a noticeable drop in positioning. We take a look at how and why these sites dropped, as well as the next steps for the update.

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