On April 21, 2015, Google updated how it ranks websites on mobile devices, prioritizing “mobile-friendly” websites in its search results. Meanwhile, websites that are deemed not to be mobile-friendly may face penalty as they will have reduced visibility in organic search results.
Although Google has been promoting its other services such as YouTube, Android and Google+, most of its revenue is still generated from Adwords. Given that close to half of all searches are now made on a mobile device, Google has to improve the quality of its results on mobile platforms in order to avoid losing business to other search engines. This approach will not only guarantee Google’s continued dominance of the search market, but will also shape how brands approach mobile integration as they adapt to the update.