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Study: Non-Mobile-Friendly Sites Disappearing From Top Google Results

Study: Non-Mobile-Friendly Sites Disappearing From Top Google Results

Remarkably, there are many brands and companies that still don’t have mobile-friendly sites. According to a new study from Moovweb, there are clear visibility and ranking consequences, in addition to usability consequences.

April 21 was the formal date when Google’s Mobile-Friendly Algorithm kicked in. Since then, Moovweb has tracked “1,000 important e-commerce keywords in a range of industries” to see whether and how it has affected mobile rankings on Google.


The company found that 83 percent of the the time, the top result was mobile-friendly, and 81 percent of the time, the top three results were. On page one of the Google mobile SERP, 77 percent of results (or 7.7 out of 10) were mobile-friendly.

These findings immediately raise the question: When and why is Google serving non-mobile-friendly results in that remaining 20+ percent of cases?


Moovweb’s chart above shows the percentage of mobile-friendly sites in each of the top 10 positions across the 1,000 keywords tested.

The company found that mobile-friendliness varied by vertical. The chart below indicates some industries were more mobile-ready than others. Of seven categories examined, retail had the most mobile-friendly results and transportation the lowest percentage of mobile-friendly results — for the examined keywords.


While there has been some dispute and apparent variation in the impact of Mobilegeddon on different market segments, it’s beyond question that non-mobile-friendly sites in general are being negatively affected.

The obvious next step for marketers whose sites aren’t mobile-ready is to update them pronto. But the larger objective is not simply to comply with Google’s Mobile-Friendly Algorithm but to provide an experience that rewards smartphone searchers and advances the broader business interests of the company among mobile users.