Google Set to Divide and Conquer
‘Dīvide et īmpera’, or divide and conquer, is a term that has been around since Julius Caesar’s campaigns in Gaul, maybe earlier. However, unlike the Celts and the Romans, modern digital warfare is often segregated within a larger battleground known as the world wide web.
The clear lord and master of the world wide web is Google and the burgeoning empire it has accumulated is about to be divided into two. Very much like the Roman empire around the 5th century AD, Google will be dividing its index between mobile and desktop – and the MOBILE index is set to be the primary index.
Recently announced by Gary Illyes at Google, the move follows on from the ‘Mobilegeddon’ update and its AMP (Accelerated Mobile Pages) project. The new initiative is set to go ahead within a few months, but no exact timeframes have been divulged.
The Mobilegeddon algorithm update was unleashed in April 2015 giving priority to websites that display well on smartphones and other mobile devices.
The Accelerated Mobile Pages project, put simply, is a way to construct website pages for static content that render fast. Coupled with ‘Mobilegeddon’ and the recent changes to Penguin, Google has a more refined and modern way of responding to search queries with the best intent.
Desktop usage is now the minority of Google queries but still makes up a larger sum of the demand for information. With Google’s shift to prioritising mobile usage, it is natural for webmasters, business owners and digital marketers across the globe to stand up and take notice.
The biggest change will likely be that by having a standalone mobile index, Google can run rank sites in a different manner across mobile centric content rather than the current set up that pulls information from desktop content in order to determine mobile rankings.
There is not much info around detailing how the dual indexing will work and many experts are already asking questions. The best thing to do is stay vigilant and do a little preparation.
So, what should you do exactly?
- Check to make sure your website is mobile friendly via Google’s Mobile Friendly Testing tool.
- Also test how your site scales down by minimising your browser window to the point of it resembling the size of a mobile device.
- Think about adding AMP (Accelerated Mobile Pages)to your site.
- Engage a digital marketing agency to monitor your site and the impact any Google updates may have on your site.
With the changes above in mind, we can expect even more relevant results from our queries while being out and on the move.