“Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal.” With those words, Google began communicating a potentially large-scale change to the digital marketing landscape. Google’s changes to the algorithm, dubbed “Mobilegeddon,” could negatively impact sites with arcane web development practices. Companies like Nintendo, Kroger, and Versace have all failed the mobile-friendly standard that Google has championed. For a Business Solutions Consultant, this is a real opportunity to help shape the client’s vision by starting a conversation. Does your site pass the Google mobile friendly test? More importantly, are you helping your clients prepare for the future?
What are the changes?
- Mobile – Changes to Google’s ranking algorithm will lead to mobile-optimized sites being ranked higher in mobile search results, thus negatively impacting sites without fully-realized mobile states.
- App Indexing – Even more interesting to me is search results will now include links to the Google App store to Google app users who are logged in. Directionally, this ensures that Google is delivering the richest experience for their consumers. This is a game-changer flying under the radar. This changes the search landscape and amount of items that are competing for search results real estate.
These changes coupled with the continuously evolving social and local search ranking beacons have combined to hit large enterprises where they are often the least comfortable. Social and local can seem very nebulous and, frankly, sort of scary for a large enterprise. As business solutions consultants, we need to provide insight on the impacts of their decisions. If they aren’t focusing their business on where their customers are (think mobile), things could get very interesting. Especially if they don’t monitor or modify their business processes and organizational goals that hinder flexibility and agility in reacting to the quickly-changing digital landscape. Just ask Eastman Kodak about their choice to ignore digital photography.
The a-ha moment
While working with one of our Fortune 100 clients, I realized that my job is connecting the dots on how the larger world connects to each of us in our context. At Tahzoo we focus on providing “contextually relevant experiences (conversations) appropriate for the device, channel or platform” and that is what I do for my clients. These conversations lead to a better delivery product and, more importantly, that’s why our clients rely on us. From a consulting perspective, it’s always the right move to help determine what any eco-system changes mean to your client’s business strategies and goals. And the first step is connecting the dots to provide your client with that contextually rich experience.
So what does it all mean?
Since we’re on a big, watery rock hurtling through space, I’ll cut to the chase. For many of our clients who have Tahzoo-led or their own robust digital strategies, they probably won’t notice much change. We hopefully have helped them build modern web implementations that won’t be negatively affected by the algorithm change. For other businesses, both large and small, there is the potential for trouble. The changes will not take effect immediately as it will need to be propagated throughout the Googles. Simply starting this conversation with clients in a consultative manner can have tremendous impacts to their technology roadmaps and, if nothing else, make you look pretty smart.