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BizReport : Search Marketing : July 01, 2013

Google mobile search algorithm change puts rankings at risk

The majority of Fortune 100 companies could lose search visibility among users of mobile devices in light of Google's impending algorithm changes, according to a new risk assessment by mobile consulting and technology firm Pure Oxygen Labs.

by Helen Leggatt

Just 6% of Fortune 100 companies are compliant with Google's impending mobile SEO requirements, found Pure Oxygen Labs' recent assessment. They are Disney, GE, Humana, JP Morgan, and HCA Healthcare.

The upcoming changes to Google's mobile search algorithm could see two-thirds of Fortune 100 companies lose search visibility among consumers on mobile devices.

Faulty redirects are what Google is taking aim at, that is, when a website detects that a mobile device is requesting a URL but does not return the mobile website or, if it does, it takes the user to the mobile homepage and not a requested deep link, such as a product page.

"The consumer does not get the mobile version of the desktop page, which is what they really want," says Brian Klais, CEO of Pure Oxygen Labs. "Google is labeling that a faulty redirect and is saying retailers with faulty redirects will suffer in the rankings."

The assessment also revealed that a little over half (56%) of Fortune 100 companies serve any mobile formatted content to smartphone searchers.

Image via Shutterstock

Tags: mobile redirect, mobile search, risk assessment, search rankings, SEO

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