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March 18, 2015

Will Google's next search update boost mobile–friendly sites beyond Mobile devices?

The new Google Mobile-Friendly Ranking Algorithm is due on April 21st.

Google have briefed that the new upcoming search change will have a greater impact that the Panda changes.

Some have assumed that this will only impact mobile search results, see this searchengineland post but I am not so sure.

Two years ago when Google were stopping us running completely isolated mobile and desktop Ad campaigns they explained that searchers were continuing sessions over multiple platforms.

Starting at lunchtime on the office PC, follow up on the phone on the train home before sealing the deal on the tablet during the Ad break of a TV soap.

Google were seeing this impact back then but I have seen the growing evidence in the Analytics of my client’s websites. Mobile device session shares are growing with some sites beating 30%. Up to 44% of visitors on an ecommerce site will return 2, 3 or more times before buying using a range of channels; search, direct, referral sites and social media. People are regularly using at least 2 of the 3 platform categories: computer, tablet & mobile.
Growing Mobile Share of web sessions

I believe that a poor mobile usability score will soon start to hurt a website’s SEO on all platforms as visitors will be disappointed when they increasingly return using their mobile.

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