Google is launching “mobilegeddon” by making changes to the way its search engines ranks websites.
But this is a big change – dubbed “mobilegeddon”- which is designed to prioritise websites that are optimised for the mobile internet.
Google gave plenty of warning, telling developers about the change in a blog post in February and providing a simple tool to check whether sites were mobile friendly.
The search firm is trying to reassure website owners that this won’t be an earthquake which turns their businesses upside down but quite a subtle evolution.
But SEO specialists say this looks like the biggest change since 2011 – and for some that will unearth some unpleasant memories.
For any online retailer, appearing on page one of Google’s search results can make all the difference between a profitable business and one heading for the scrapyard
Google’s move to make mobile capabilities more important in search rankings seems eminently sensible as our smart phones and tablets become the key route to finding goods and services online.
But over the next few weeks we can expect cries of pain from those whom the all powerful search algorithm has deemed less worthy.
And, coming just days after the European Commission accused Google of abusing its dominance, it will be another illustration of just how important a role the Californian company plays in every corner of the global economy.
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