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The day of Mobilegeddon . Starting today Google introduces modifications of the algorithm that adjusts the answers to user searches favoring sites mobile friendly , optimized for smartphones and tablets. The decision of the search engine is motivated by the fact that more than 50% of the research is carried out by now from a mobile device, a fact that during the Christmas season in the USA also exceeded 60%.
Announced in late February, the exchange “will involve editing the page ranking in the search results – as explained by Luca Panarella , chief operating officer of the unit “Direct Response Media” LiveXtension, marketing communication agency incubator for startup Digital Magics – this means that will be “rewarded” the sites properly visible and usable by the mobile and (since February) is given more space to the results of the app relevant to the user’s search. “
According to Google the changes will have an impact “significant” results even if the change should only affect the searches made from mobile devices. Moreover, “some rumors say that will be based on the optimization of individual pages without necessarily affect the entire site.” As usual, it will be only after the release and possible fine-tuning from Google that we can check whether and which “side effects” can be in the desktop research, adds Panarella.
But what features should have a site not to disappear from the front pages of Google searches? “Given that there is a subtle distinction between a site mobile friendly and a site that meets the rules defined by Google for compatibility with mobile devices, the rules to follow are these: create a website easy to use for customers, evaluate the effectiveness of your website based on the ease of completion of common tasks from clients that use mobile devices and select a template, a theme or a structure for mobile devices that is uniform for all devices “.
It sounds easy, but the Mobilegeddon is likely to undermine the many sites that despite using the network for their business have not had time to adapt. This could mean a drastic drop of their position in the ranking of the responses of the search engine and a significant drop in revenue.
The growing importance of the mobile channel for the world of ‘ e commerce is also evidenced by the figures released today by the Observatory of the Polytechnic of Milan under which 2014 of electronic commerce closes with a billion Euros of sales via smartphone while in 2015 it is expected a further growth of the 68% that will bring the channel close to 2 billion euro. In 2015 purchases made via smartphones and tablets will reach 25% of the total eCommerce.
The number of sites is not yet optimized is not small. According to research firm Portent 40% of the main sites failed the test. Among these there are also some luxury brands or, as reported by the ‘ The Economist , the European Union. Google has made available a tool that allows you to check if your site is optimized for mobile. Curiosity: while the website of the daily show has passed the exam what the government is rejected.
The change of algorithm could affect a lot more about the European sites. In the Old Continent Google controls more than 90% market research with peaks up to 97% in Belgium , Germany and Finland. In Italy, according to data from research published by Find, 46% of smartphone owners performs one or more searches per day, and the market share of Google is the 96% against 2% Bing, l ‘ 1% of Yahoo and another 1% divided between Virgilio, Ask and Arianna .
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