On April 21, 2015 Google launched its significant mobile friendly update across its search engine and answered its users’ FAQs on its official blog. Google has reported a 4.7% increase in the number of mobile responsive websites returned within SERPs in the past four months, following Google’s initial announcement of future algorithm changes.
The Google mobile update aims at enhancing user experience, now allowing daily users to receive more mobile-friendly search results on their mobile devices. Webmasters and e-commerce managers who have already prepared for the Google algorithm update can now see an improvement of their website’s mobile rankings. A key point to note is that this update does not affect desktop rankings.
Google users can now see a difference between the way search results post update with a “mobile-friendly” tag identiying compliant results:

Most Google advertisers, whose traffic was coming in through Google’s paid Adwords and not through Google’s organic searches, are not concerned about the mobile responsiveness of their websites. The mobile-friendly feature has been part of the Google Adwords quality factors for since September 2011. Google will now be testing the mobile friendly tag with Adwords to evaluate the response it gets.


Now that the Google mobile update is effective, advertisers might want to have a closer look into their landing pages to ensure their pages are optimising any potential extra impressions and that their overall on-page quality score remains positive. Google has released a free mobile friendly tester for destination URLs, which advertisers can use to ensure the mobile responsiveness of their Adwords landing pages.


It can be assumed that Google will be using the same algorithm to determine a website’s mobile responsiveness, which encourages users to follow the update even though their landing pages are for paid searches and not organic SEO. Website owners and marketing managers who already have a mobile responsive website would gain visibility and would avoid losing their ‘mobile-friendly’ tag from ensuring that their landing page is mobile-responsive too.

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