Google Mobile Update on April 21st is rolling out, and it is going to be big!

On April 21st, Google announced on their Webmaster Tools blog that they started rolling out the Mobile Update which will have a significant impact on mobile search results.  It was also said that the rollout will probably take a week or longer to show up in the data. We are continuously tracking any changes to keep you updated.

In March, Google Webmaster Trends Analyst, Zineb Ait Bahajji, said the April 21 update will have a bigger impact on search results than Panda or Penguin. Panda – an update primarily targeting low-quality content, and Penguin – a link-focused update – have already had an extreme impact on search results together with countless iterations in recent years. The Google Mobile Update is expected to be even bigger.

In our blog, we have aleady analyzed early winners and losers of the update for US.

Searchmetrics provides a comparison for SEO Visibility between Desktop and Mobile

Since June 2013, users of the Searchmetrics Suite have been able to measure Visibility scores in mobile search. As the first vendor worldwide, we are now also enabling our customers not only to compare desktop and Mobile SEO Visibility, but also providing historical data, Mobile Rankings and Local Mobile performance data for any domain.

From now on, it is possible to see how your website performs in mobile and local mobile search. If your site is not well optimized for mobile search right now, you have to take action, such as adapting the site structure of your mobile pages according to Google’s guidelines.

The quick check as well as Historical SEO Visibility and Rankings for Mobile in comparison to Desktop are available now in the Research area of the Searchmetrics Suite. These new features in the Mobile Research section of the Software enable you to track Mobile Visibility changes and see if you got hit by the update:

Searchmetrics Suite Mobile vs Desktop KPI US

Searchmetrics Suite Historical Mobile vs Desktop Visibility US

Google Mobile Update – what does it all mean??

In recent years, the proliferation of smartphones and other mobile devices has caused an explosion in the number of mobile searches performed. The intention of the searcher is often very different depending on the device that is used to perform the search – which is also due to other parameters like local effects etc. Google started to react to this trend several years ago, and is getting smarter and smarter about presenting search results based on the device the search is performed on.

In mobile search, there are often completely different sites ranking in the search results than in Desktop search. Depending on the search query, these differences amount sometimes up to 40-50%.

Enormous disadvantages in the future for mobile-unfriendly sites

When you are performing a search via smartphone, have you noticed any of these situations when you click on a search result?

  1. You are referred to the Home Page, instead to the URL you clicked on
  2. You cannot read the site because the font and graphics are too small
  3. The page doesn’t load at all

These are only some examples of bad user experience Google wants to avoid by rolling out the Mobile Update. You may have also seen “Mobile-friendly” or “Uses Flash May not work on your device” notices when performing a search on a mobile device. Google already used these notices before the update to indicate the mobile (un-)friendliness of websites and therefore the way traffic flows from search engine to web pages.

Local parameters are also playing an important role. For example, the geographical position of users, which is obviously highly dynamical when using smartphones, has an impact on the search results shown.

Without measuring the Mobile Visibility, a loss in rankings and traffic can follow

The update goes much further than anything before it. If your website isn’t optimized for mobile demands, your search results won’t only be marked as not “Mobile-friendly.” The result could be an enormous drop in organic traffic.

Seachmetrics offers the Mobile Insights that matters most for being successful online

Searchmetrics enables customers to measure everything that matters for success in mobile rankings. Besides the Mobile SEO Visibility and the option to start specific projects for mobile tracking, we accompanied Google’s Mobile Update with the latest analyses and are evaluating the impacts for you with Searchmetrics research data.

Hundreds of combinations of individual local rankings, user agents and search engines in the Suite.

For years we have been aware of the importance of the individual Rankings, and we kept working on expanding the range of setup and analysis possibilities in the Searchmetrics Suite.

Not only can you set up and analyze your rankings based on various search engines, you can also differentiate and compare the rankings for a selection of 134 cities across the following user agents:

Searchmetrics Suite Projektwizzard UserAgents Local EN

Searchmetrics Szute CrawlOptions


  • Desktop
  • Desktop locally
  • Tablet
  • Smartphone


In total, we provide you with a large base of analysis: several hundred individual combinations across search engines, user agents and places.

In addition we recommend that you set up and crawl your website with a mobile user agent. This way you can spot any possible issues and take proper actions.