When Google Speaks, We Should Listen… – Be

When Google Speaks, We Should Listen… – Bernard Lee

  • 23 May 2016
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On April 21st last year, Google informed us that they will be expanding the use of mobile friendly as a ranking signal for all languages worldwide. More importantly that it will have a significant impact in Google Search results.

This was a not so subtle warning that if you ignore this algorithm change that you could lose your current ranking as well as the traffic to your website. We were warned that if you ignored them that your site may not survive, “Mobilegeddon” also known as the “Mobilepocalypse.”

Many suffered then and I’m certain that there will be countless others that will suffer now.

Earlier this month (May 2016), Google announced on the Webmaster blog that they are going to be boosting the effects of the mobile-friendly algorithm they launched back on April 21, 2015.

Google said the update will happen “beginning in May,” and it “increases the effect of the [mobile-friendly] ranking signal.” Google said if you are already mobile-friendly, you do not have to worry, because “you will not be impacted by this update.”

What’s the key word in their update?


It’s subtle and an almost, “oh by the way” if you don’t convert your site it’s not a big deal. It’s not that important. Many have stated that the second update will probably roll out slowly, almost imperceptibly and the sites who have ignored Google’s “suggestion” over the last year, will-get-crushed.

Now, they’re introducing another program. AMP – Accelerated Mobile Pages. Google hates it when users are frustrated by long load times, clunky interfaces, and poor user experiences. Have you needed the phone number and address of your favorite restaurant and did a quick mobile search and everything but the website’s page pop up? This really upsets us and the geeks at Google.

AMP allows converted mobile sites to load almost four times faster and use one-tenth the data of pages versus non-AMP pages.

Here’s a two screenshots from my phone, do you see the AMP icon?

bernard leebernard lee 2

I don’t think it would be a stretch to believe that Google will make this a ranking factor as they’ve done with mobile friendly sites. For those of you who haven’t realized it yet, Google has two search engines, Desktop and Mobile. Mobile is now the more important of the two. I’ve recommended to all of my clients to make the conversion and believe it or not, we can complete the conversion within 30 minutes on certain sites.

One last thing, Google hasn’t obligated you to convert your site to AMP, just like you weren’t initially obligated to convert to mobile friendly sites. So there’s no need to “worry,” it’s only another suggestion. Right?



Bernard Lee is the President of Charlotte Search Engine Consultants and an Executive Advisor with Boardroom Advisory Group. Email bernard.lee@boardroomadvisorygroup.com for a complimentary consultation.

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