Google is making more changes to disrupt search engine optimization. On April 21, the company will start using mobile-friendliness as a ranking factor in smartphone search. This means Google will begin to penalize websites that have not made the changes to become mobile-friendly. Mobile device users make up about 30 percent of total online traffic across all industries, although for some verticals it could be even more (1).
Depending on the volume of search traffic your company receives from mobile devices, the results of the algorithm change could be significant. However, even if only a small percentage of your traffic comes from mobile-users, you can expect a dip if you don't optimize your site.
As with all changes the company makes to its search algorithms, this one is designed to make it easier for searchers to find relevant, high-quality search results when browsing on a mobile device. In its quest to mobilize search, Google has also made some additional changes. For instance, the company also began including information from indexed apps for signed-in users with the app installed (2).