Creative Commons image by AJ Cann

Creative Commons image by AJ Cann

Last year, there was a lot of chatter about Mobilegeddon, which was a Google algorithm change that strongly encouraged companies to make sure their websites were mobile-friendly. With a sizable percentage of Internet users surfing the ‘Net from their smartphones and other mobile devices, it makes sense not only from an SEO perspective, but also from the perspective of your customers, to make sure your site loads up quickly and properly on mobile devices. About half of small businesses were affected, and many of them, maybe yours included, made the changes necessary to bring their sites up to par as far as Google was concerned.

Maybe you don’t get the bulk of your hits through Google search, though. If this is the case, you might not have complied. After all, if you’re getting most of your clientele from social media platforms like Facebook, it might not have seemed necessary, at the time, to make sure your site was mobile-friendly.

Well, now that’s changed.

The social media giant is now focusing more on whether advertising sites are mobile-friendly. They understand that if a user clicks on an ad via their smartphone and the site does not load up within a few seconds, they’re likely to click away in frustration. In an effort to minimize Facebook users closing their apps prematurely, Facebook is beginning to show ads of non-mobile-friendly sites less frequently. If your business is one that attracts attention through Facebook ads, this can be quite detrimental.

So, if you haven’t updated to a mobile-friendly version of your site, here are some steps you can take to be sure that your Facebook ads are still being shown as much as they have been in recent months:

  • Use Facebook Pages. Pages are a way for businesses to showcase their products and services right on the Facebook platform. This eliminates the chances that your non-optimized website will affect your advertising strategy; just switch your links to go to your Page rather than your website. If you have no time, desire or ability to update your website, this might be the way to go.
  • Use Facebook Canvas. Canvas is an ad format that brings your photos or video to life right on the Facebook app. It’s faster than most websites and it gives your customers the information they need.
  • Make your site more mobile-friendly. If you want your ads to redirect to your site, you need to make sure that your site is optimized for people using their smart devices. Some ways you can do this include minimizing landing page directs, eliminating unnecessary plug-ins, compressing files, and switching to multi-region hosting. A web developer can help you get your site to where it should be in terms of mobile-friendliness.

Just as the businesses who depend heavily on Google search results survived Mobilegeddon in 2015, you will survive Facebook’s version. Use the services provided by the platform itself, and don’t be afraid to get a web developer involved to help you make sure your site is as mobile-friendly as possible.

mobile search
mobile search

CC image courtesy of

Everywhere you go, people are staring at their smartphones. It might be a disconcerting trend, but ita��s not unheard of to see a party of six at a restaurant all looking at their screens instead of interacting. Like it or not, this is the way of the 21st century, and this dependence on tiny mobile devices is actually impacting your business, even if youa��re not in a field that has anything to do with technology or the Internet.

How, you ask? Well, you almost certainly have a website, and you likely get a solid percentage of your clients or customers because they looked you up on the World Wide Web. This has been the case for a decade or more, but the reliance on smartphones makes a big difference: If your site isna��t mobile-friendly, it will not only frustrate people looking for your information, but they might not even learn about you in the first place, thanks to Googlea��s latest a�?Mobilegeddona�? update.

How many people are we talking about? Well, the number of mobile searches surpassed the number of desktop searches by about a billion searches in 2014. While the number of desktop searches is expected to remain fairly constant over the next five years, if current trends continue, the number of mobile searches will more than double over the same time period!

What does this mean for you? First, your marketing dollars should reflect the changes. While you might be concentrating mostly on ads geared toward PC or Mac users, ita��s time to start shifting your funds to the mobile ad market. All of those people with their noses in their phones in restaurants, shopping malls, homes and (hopefully the passenger seats of) cars are able to be marketed to, and they are: While the majority of people still use their PCs to make actual purchases, much of the shopping and searching is done via smartphone. Take advantage of this!

Of course, you also need to make sure that your website is mobile-friendly. Google will place your site lower on the search result pages if your site isna��t up to snuff. What does that mean? Your links need to be easy to touch on a small smartphone screen, your fonts must be easy to read, your site must load up quickly on mobile devices, and all parts of the site need to be easily seen on the screen without scrolling.

A smart and savvy business owner will make sure that his or her site is easy to use and easy to find on mobile devices. Whether or not you like the tendency to use screens 24 hours per day, seven days per week, this trend isna��t going anywhere, so ita��s wise to embrace it and use it to your advantage.

Most Optimal is the home of experts in local search marketing, search engine optimization and other facets of digital marketing. If you are interested in our services, we are offering a 14-day free trial. During this period, you will receive a website audit and analysis, along with actionable suggestions on how you can appeal to mobile and desktop users alike to attract more customers and raise your bottom line. Contact us or sign up for your free trial today.

Google mobilegeddon

CC image courtesy of Carlos Luna

You may have heard the hullaballoo about what was affectionately termed a�?Mobilegeddona�? a couple of months ago. If not, herea��s a quick recap:

Googlea��s latest algorithm change was to ensure that the sites coming up in mobile searches (i.e. on smartphones) would be mobile-friendly. This means that the sites would load quickly on mobile devices, the links would be easy to open on a tiny touch-screen, and users wouldna��t have to scroll from side to side or up and down to see the entire mobile page. Websites that were not deemed mobile-friendly would still come up with their original rankings on searches performed via laptop, PC, Mac or tablet, but would be pushed further down the list on searches performed with smartphones.

Sounds simple, right? Some businesses might not have worried about it, figuring that most of their clientele were using devices other than smartphones to search for their websites anyway. Unfortunately, ita��s those very businesses who have noticed a drop in their rankings.

As Brandon Prettyman, a website strategist quoted by explained, small businesses might lack the resources and know-how involved in making a site mobile-friendly. What they might not have realized is that many customers will search and shop on their phones, then switch to a computer to make their purchase. So if your company is not coming up on mobile searches, youa��re already at a disadvantage when the time comes for a customer to log onto their laptop and make a purchase.

If you are among the sizable percentage (40 to 50 percent) of small or medium-sized businesses to be affected by this change, ita��s not too late to get your website up to par. The first thing you should do is run the Mobile-Friendly Test. This is a Google tool that will analyze your site and let you know what needs to be done in order to make it mobile-friendly. You can make the changes yourself if youa��re technologically savvy or you can hire a web developer to go in and fix the site. If youa��re doing it yourself, or even if youa��re hiring someone to do it for you, take a look at these common mistakes people make when trying to upgrade their mobile-friendliness.

It is important to keep things in perspective, however. With approximately 200 factors that go into the Google algorithm that decides where your website falls in the search results, this one on its own is not going to make or break your success. This latest change is taken into consideration along with all of the other factors. If your site is the best answer to a search query, ita��s likely that it will still show up on the first page of mobile search results; at the same time, if ita��s not the best answer, but one of a dozen or a hundred, thata��s where mobile-friendliness is going to be an issue.

If you have questions about Mobilegeddon or about anything else pertaining to SEO, digital marketing or local search results, the gurus at Most Optimal can help. Please sign up for your 14-day free trial to claim your free site audit and analysis.