Google tweaks search algorithm to favor sites that look good on smartphone screens.

By ROLFE WINKLER
April 21, 2015 7:47 p.m. ET

Google said it tweaked its algorithm for mobile searches to favor sites that look good on smartphone screens, and penalize sites with content that is too wide for a phone screen and text and links that are too small.

Given Google’s importance in driving traffic to websites, some in the industry dubbed the change “mobilegeddon.” Google updates its algorithm frequently, but this is considered by some experts to be its most significant change in years. In an unprecedented move, Google warned website operators in February that the change was coming, and gave them tips on how to prepare.

The change is also important for Google. A company executive said at a conference last year that searches from mobile devices were poised to surpass searches on personal computers.

“As people increasingly search on their mobile devices, we want to make sure they can find content that’s not only relevant and timely, but also easy to read and interact with on smaller mobile screens,” a Google spokeswoman said.

In a blog post Tuesday, Google said it had seen a 5 percentage point increase in the proportion of sites that are “mobile friendly” since its February announcement. The spokeswoman declined to specify the percentage of sites that are mobile friendly.

The change isn’t simple for sites to roll out, since they must change all of their website’s pages to optimize them for smartphone screens.

Research firm Searchmetrics said Zillow and Indeed saw a boost in their search rankings recently. Searchmetrics said Google may have started testing its new algorithm before Tuesday.

Jeremy Wacksman, vice president of marketing and product management at Zillow, said the real-estate information site has long designed new features with mobile devices primarily in mind, because roughly 70% of its traffic comes from mobile devices. Indeed didn’t return requests for comment.

The government’s preparedness for Google’s change varies. While the IRS website fails Google’s test for “mobile friendliness,” FEMA.gov and Healthcare.gov get passing grades.

One thing is clear, it's going to be critical that businesses start jumping on the mobile friendly bandwagon if they don't want to be left behind in the world of internet searches.

http://www.wsj.com/articles/google-gives-boost-to-mobile-friendly-sites-1429660022