Mobile Friendly Website: What Google Changed in April 2015

A mobile friendly website will rank better in Google on phones starting April 21. Google announced the change on February 26. It applies to searches made on mobile devices, in every language, around the world. If your site is hard to use on a phone, you have one week left to look at it.

This note is for owners of small and mid-sized Vietnamese businesses. It explains what is changing, what Google looks for, and how to test your pages today at no cost.

What is changing on April 21

Google will start using mobile friendliness as a ranking signal in mobile search results. A page that works well on a small screen can move up. A page that does not may move down for people searching on a phone.

Google said the effect will be significant. It said the change affects mobile searches.

This matters for Vietnamese businesses too. Many buyers look up a shop or a supplier on a phone while they are out. If your page is hard to read on their screen, they may leave and pick another result.

Sources: Google Webmaster Central Blog, February 26, 2015

What Google means by mobile friendly

Google already shows a small "mobile-friendly" label next to some results on phones. It added that label in November 2014. The label gives a clear list of what Google checks.

First, the page avoids software that most phones cannot run, such as Flash. Second, the text can be read without zooming in. Third, the content fits the screen, so nobody has to scroll sideways or pinch to see it. Fourth, links sit far enough apart that a thumb can tap the right one.

These are simple tests. You can check three of them with your own phone in a minute.

Sources: Google Webmaster Central Blog, November 18, 2014

Test your pages for free

Google offers two free tools. The Mobile-Friendly Test checks one page at a time. You type in the address of a page, and the tool tells you if Google sees it as mobile friendly. If not, it lists the reasons.

The Mobile Usability report in Google Webmaster Tools looks at a whole site. It lists the pages with problems and the type of problem, such as text that is too small or links that are too close together. You need a verified Webmaster Tools account to see it.

Start with the pages that bring you the most visitors. Check your home page, your contact page and your top product or service pages first. Then work through the rest of the site.

Sources: Google Webmaster Central Blog, February 26, 2015; Google Webmaster Central Blog, November 18, 2014

Common fixes, in plain steps

If your site was built years ago, it may have a fixed width made for a desktop screen. The usual fix is a responsive design. A responsive page changes its layout to match the screen. Many website templates now offer this, so ask your template provider.

If a full redesign is not possible this month, small changes still help. Make the body text larger. Put more space between buttons and links. Remove Flash and use plain images or video that phones can play. Make sure no page forces readers to scroll sideways.

Do not hide your content on the phone version to make it fit. Keep the same useful information on both. People who search on a phone want the same answers as people on a computer.

Sources: Google Webmaster Central Blog, November 18, 2014

What to do this week

You do not need to panic, and you do not need to rebuild everything in seven days. Even so, a page that is easy to read on a phone gives you a better chance in those searches.

Here is a short plan. Open your site on your own phone and try to do the main task a customer would do. Run your top pages through the Mobile-Friendly Test. Open the Mobile Usability report and write down the biggest problems. Fix the quick ones first, such as text size and link spacing. Then plan the larger work, such as a responsive layout, with your web designer.

Ask your web designer or hosting provider a direct question: is our site mobile friendly today, and if not, what will it cost and how long will it take? A clear answer lets you plan the work and the budget. Google also publishes a mobile guide for site owners that you can share with your designer. For more help, the Google Webmaster Help Forum is open to all site owners.

Sources: Google Webmaster Central Blog, February 26, 2015; Google Webmaster Central Blog, November 18, 2014

Sources: Google Webmaster Central Blog, "Finding more mobile-friendly search results," February 26, 2015; Google Webmaster Central Blog, "Helping users find mobile-friendly pages," November 18, 2014.