ESM Digital's Higher Ed Marketing Blog

Mobilegeddon: Are you Ready for Google’s Latest?

Google is tweaking its algorithm again and if you haven’t already taken measures to conform to its latest requirements, you could lose a lot more than a bit of website traffic. You could take a hit to your student inquiries, enrollments and your bottom-line revenue.

To fully understand the impact the April 21st changes could have on your school’s search ranking—and everything else—you first have to acknowledge the vast power of Google. The search engine behemoth holds a 65 percent market share of Internet searches. When Google speaks, you NEED to listen.

According to Google, the latest algorithm update is designed to meet the reality of how people conduct online searches today. Emarketer predicted early on that 2015 would be the year where mobile searches fully outpace desktop searches and more than half of Google searches do come from mobile devices. Google’s algorithm update, then, is giving users what they want.

“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,” Google said in a recent statement.

What Google is doing to ensure a pleasant mobile user experience is penalizing websites it deems not mobile-friendly. According to TechCrunch, 44 percent of Fortune 500 companies are not and some 40 percent of today’s top websites are not currently mobile-friendly. The new formula will have no effect on desktop searches, but if your students are looking for you on their smartphones and you’re not mobile-friendly, they may find your competitor instead of you.
Are you mobile-friendly and ready?

One easy way to find out is to simply plug your website URL into the Google Mobile Test Page. Kudos to you if your site receives Google’s current stamp of approval, but are you ready for its next change? Or what happens as the mobile devices themselves change? At Effective Student Marketing, we understand that digital marketing is always changing and we do our best to stay ahead of the curve.

In fact, quite a while before Google’s mobile update, we fully revamped a client’s landing page to make it (among other things) mobile-friendly. The results for the client were an increase in inquiries, conversions and enrollments that, in turn, increased the school’s overall revenues.

If you’d like to learn more about what’s coming down the road from Google, Bing and the myriad other players in the digital world, contact us today for a free consultation.