A #Mobilegeddon Recovery Kit
Google's change to its search algorithm apparently came as news to many on Tuesday, considering the deadline date to have sites mobile-optimized for search ended up as a top trend on Twitter. However, #Mobilegeddon's been coming since at least Feb. 26, when Google announced it—an unusual step, to say the least.
Two months may be enough time to do basic mobile optimization on sites, but not all marketers took the hint. So on Tuesday, ChannelAdvisor provides a couple short-term-fix tips:
1. Increase Mobile AdWords Bids. "Assuming you were seeing mobile conversions before, you should be able to regain some traffic and a proportionate number of conversions," writes the Morrisville, N.C.-based SaaS e-commerce solutions provider.
2. Understand This Is a Band-Aid. "Mobile-friendliness has affected Quality Score for several years, so you may have to bid higher for Google to show your ads," ChannelAdvisor says.
Bonus: Panic or mock the occasion.
#Mobilegeddon IS UPON US! Is your sky falling?
— Chris Bell (@riskycontent) April 21, 2015
They just sighted a rat king under the A train. #mobilegeddon to blame?
— Ian Lurie (@portentint) April 21, 2015
Surprised I haven't seen any pics or memes of Ben Affleck today during #mobilegeddon
— Harry Bienenstock (@Harry_IA) April 21, 2015
— MichelleRobbins (@MichelleRobbins) April 21, 2015
Bonus No. 2: Think about Facebook's News Feed update instead. Users can see multiple posts in a row from the same source, more content from "the friends they care about" and less about what their friends liked or said one someone else's post.
As for the long-term solutions, which ChannelAdvisor also explores, marketers have several options. Many SEO professionals have been seeing this algorithm change coming for years. Others thought it was on its way in October 2014, when Google started displaying icons next to mobile-unfriendly search results.
Related story: April 21 Is D-Day for Mobile SEO