Google’s already-infamous mobile algorithm update was pushed live on April 21st; reports are that it’s now fully rolled out. What many are calling Mobilegeddon is anticipated to have a larger impact than both Panda and Penguin – so we wanted to take an early look at how it’s affecting our clients.

Study notes

To study the effects of the update, we used the Searchmetrics Mobile SEO Visibility Metric – a common industry reference – and compared it with Sessions recorded in Google Analytics (the Sessions were filtered to include only organic traffic from Google, specific to mobile devices).

We surveyed four clients who show content on mobile devices in three separate ways:

– Dedicated mobile sites

– Responsive designed sites

– Dynamically served sites

Quick takeaways

– The sites that showed an increase in their Mobile SEO Visibility were leveraging site builds for dedicated mobile sites and responsive designed sites

– The one dynamically served site hasn’t seen clear benefit nor any detriment to its Mobile SEO Visibility levels

– Traffic levels for all sites do not yet show clear increased levels

– We’re only a little over a week since the update was announced; there’s a good chance we’ll begin to see latent traffic increases towards the beginning to middle of May – and beyond

Client Results

We studied four client account visuals to see the effects of the update. Below our four client examples are visuals of two companies shown as “Losers” on the Searchmetrics “Winners and Losers” report. These are meant to provide examples of what companies would see if they were negatively impacted by the update.

Client 1: Medical company with a dedicated mobile website

Searchmetrics data:

client 1

Google Analytics Sessions data (same time period):

GA 1

Client 1 Findings

Winner or Loser?

– Winner

Traffic Benefit?

– Client isn’t yet noticing any increases in traffic (sessions) from their noted mobile-friendliness benefit

– Possibly other competitors in this space have also benefited from the update, which would prevent the client from displacing anyone from the search results

Website Build

– Dedicated mobile website

 

Client 2 – Real estate software company with a responsive designed website

Searchmetrics data:

client 2

Google Analytics Sessions data (same time period):

GA 2

Client 2 Findings:

Winner or Loser?

– Winner

Traffic Benefit?

– Client isn’t yet noticing any increases in traffic from their noted mobile-friendliness benefit

– Possibly other competitors in this space have also benefited from the update, which would prevent the client from displacing anyone from the search results

Website Build

– Responsive designed website

Client 3 – Legal software vertical with a responsive designed website

Searchmetrics data:

client 3

Google Analytics Sessions data (same time period):

GA3

Client 3 Findings:

Winner or Loser?

– Winner

Traffic Benefit?

– Client saw a period of lower daily traffic after 4/21/15, only to see an increase on 4/27/15 for one of their highest trafficked days

– Too preliminary to tell, especially with corresponding rise in desktop SEO visibility metric; further trending data will allow more insight

Website Build

– Responsive designed website

 

Client 4 – Custom furniture retailer with a responsive designed website with dynamically served content

Searchmetrics data:

client 4 

Google Analytics Sessions data (same time period):

GA 4

Client 4 Findings:

Winner or Loser?

– No clear benefit seen

– Many sites have not yet seen movement from this update

– Mobile update rolled out 9 days ago as of 4/30/15; there’s the potential that this site has yet to be affected

Traffic Benefit?

– Client isn’t yet noticing any increases in traffic

– Possibly other competitors in this space have also benefited from the update, which would prevent the client from displacing anyone from the search results

Site Build

– Responsive designed website with dynamically served content

Examples of “Losers” from Searchmetrics report

Box Office Mojo

www.boxofficemojo.com/

client 5

The Fiscal Times

www.thefiscaltimes.com

client 6

Leave a Comment

Colin Guidi
Colin Guidi has been working in the SEO industry since 2009, and began working with 3Q Digital in 2014. In his spare time, Colin enjoys taking off his computer glasses and enjoying the outside. However, in his opinion nothing beats reading a solid well constructed SEO blog post littered with discussion comments from thought leaders (you might just find some attributed to him).