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There are no four riders of the apocalypse, but mobilegeddon is here: Google is due to roll out its latest search ranking algorithm update. Following the way in which mobile phones are driving internet uptake and innovation, this update will focus on favouring mobile devices – and websites that aren’t mobile-friendly are likely to find their search results ranking gets clobbered.

The commercially sensitive secret formulae Google uses to calculate and rank search results are constantly refined. Minor refinements to this algorithm go unnoticed and only appear if Google confirms them. On the other hand major updates such asGoogle Panda and Google Penguin have had a big impact on the search engine optimisation (SEO) industry.

SEO no longer an optional extra

Search engines are the main means of finding our way through the vast amounts of information online. As illustrated by the Customer Journey to Online Purchase study, organic search (that is, googling for something) plays a major role in bringing a customer to an organisation.

The growing importance of search engines means that SEO is becoming a hygiene factor in digital marketing. In other words, it’s an essential, like washing or brushing your teeth, rather than a nice extra if you’ve the time and resources. Any change in the search ranking algorithm can have drastic effects on their search page ranking – and consequently a major impact on the organisation’s finances.

No company is immune from SEO problems. Case studies such as JC Penney, Interflora, and the BBC and other major brands are just a few examples of big sites that have found themselves penalised. Those that rely entirely on online customers rely essentially rely on search engines for their revenue. The auction and e-commerce site eBay was affected last year by losing ranking for an estimated 120,000 web pages– reasons for which have not been confirmed by Google, but could be related to the search ranking updates at the time.

This suggests that size and market penetration is no defence against poor SEO. The search engine penalty was estimated to cost eBay US$200m – acknowledged in its financial reporting.

While the latest Google search algorithm change only affects search engine users on mobile devices such as phones and tablets, the repercussions can be devastating to some businesses. Imagine you’re a restaurant owner in Manchester, who might be interested in ranking well for search terms such as “restaurant in Manchester”. Using Google’s Display Planner tool we can see that for this keyword that mobile and tablet combined make up more than 70% of users. The message is clear: a restaurant without a mobile friendly website is going to lose out, while those that do are going to benefit.

This article was originally published on The Conversation. Read the original article.