Google have announced that they will be expanding their preferential treatment to 'mobile-friendly' sites when users search on phones, starting April 21st (http://googlewebmastercentral.blogspot.co.uk/2015/02/finding-more-mobile-friendly-search.html
). Here are 5 thoughts on that:1.
I expect we'll see lots of "THE SKY IS FALLING!!!" blog posts over the next couple of days related to this.2.
It's a shame they don't explicitly state whether this will/will not apply to tablets. Sometimes Google call them 'mobile', sometimes they do not.3.
If anyone wants bonus points from their company or their clients, take a look at their key SERPs & assess how they'll move up/down based on their competitive mix. In some markets there are v few mobile sites, in some they're all mobile friendly. (actually this is just good practice, not really bonus point worthy)4.
The post says the change applies to all languages, but it's important to remember that different countries are at different points on the 'mobile uptake curve'.5.
Do spend some time taking a look at the difference in organic mobile behaviour for your sites vs organic desktop behaviour. Often it varies quite dramatically. 'Homepage landers' vs 'non-homepage landers' is a particularly important split to look at: Often on mobile, a greater proportion of organic traffic lands on the homepage. In all likelihood, sites will probably not
drop in search results for their brand terms, which usually drive the bulk of homepage traffic.
Any other thoughts?