We're now a few weeks into what many in the SEO world have deemed "Mobilegeddon" and the aftermath isn't quite as dramatic as some predicted it would be. While some websites are reporting minimal effects, very few--if any--have yet to reveal any catastrophic drop in search rankings.

The Significance of Google's Update

In the weeks leading up to Google's mot recent update, rumbles were felt throughout the industry. After all, when was the last time Google actually announced (a) that an update was coming, and (b) how said update would affect web pages? It doesn't happen very often. There's typically some sort of hint that a change is coming, but Google very rarely gives explicit details or a documented warning.

However, in an effort to increase the mobile friendliness of the internet as a whole (something that directly impacts their end user experience), Google gave a very generous heads up and told people exactly what they need to do in order to ensure pages were properly configured.

With that being said, there was reason in the weeks leading up to the update to be concerned (for sites that didn't already meet mobile-friendly requirements). So, it would be foolish to look back and say something like, "Everyone sure had a knee-jerk reaction." In the days prior to Mobilegeddon, as many as 40 percent of all websites failed to meet Google's mobile-friendly criteria for optimal user experience. In other words, this update had the potential to drastically affect two out of five websites (at least in how they're indexed by Google). But, the aftermath doesn't appear to be that significant.

Short-Term Takeaways

Now that the dust has settled after the April 21 implementation, we're beginning to find some clarity. It's clear that the overall impact wasn't nearly as serious as some were predicting. Some say that's a direct result of many websites heeding Google's advice and investing in mobile-friendly or responsive web pages. A significant number of webmasters and businesses made the recommended changes prior to the April deadline and thereby avoided any issues. Google announced a 4.7 percent uptick in mobile-friendly sites in the days leading up to the update.

Others claim the shallow impact is because of the fact that Google is taking a "slow rollout" approach. However, we're a few weeks post-implementation and you would think any slow rollout would have concluded by now. Barry Schwartz of Search Engine Land doesn't see things getting any worse writing, "Will things in Google's mobile search results change even more over the next couple weeks? I doubt it. I suspect what we see today is going to be the 'worst' of this mobilegeddon."

That's the sentiment most are adopting in the short-term aftermath, but some are less than pleased with the search giant's attempts to define what is and is not satisfactory. As Ian Lurie, CEO of Portent, said in a statement to NPR, "Google is very scary at this point as a controller of web content." He continued, "It is a little scary to see them do this, because they're using their opinion of what a mobile ready website is, and that can mean a lot of different things."

Impact Thus Far

While we may not be out of the woods yet, it's safe to say the majority of websites won't see any change from here on out. That's good news and allows us to take a look back at which websites were affected by the new update, and by how much.

There are potential losers.
But nothing's changed, yet.
Or maybe it has.

So what's the overarching takeaway? It appears not much. Google was successfully able to increase the number of mobile-friendly web pages by hyping the update and placing a major emphasis on the need for websites to appease mobile users. Beyond that, though, it doesn't appear Google gave out many punishments--if any.

What to Do if You Were Affected

It would be overzealous to assume that your website wasn't affected, though. Most of the case studies are looking at major ranking websites, not smaller domains or niche pages. If you believe you were affected by the aftermath of Mobilegeddon, there are a few things you can do.

Mobile audit.
Analyze traffic.
Invest in responsive.

Focus on Your Business

Now that Mobilegeddon is in the rearview mirror, you can get back to doing what you do best: focusing on your business. Stop worrying so much about what Google is doing and recommit to building a quality brand. In the end, brand awareness will increase organic traffic--and there's not much Google can do about that.

Published on: May 7, 2015