As Google's Algorithm Changes, Businesses are Being Left Out

MILWAUKEE - Sept. 8, 2015 - PRLog -- When Milwaukee-based web design firm Mindspike Design Inc. launched a website redesign for one of their longtime clients, local vision center Metro Eye, there was a concern beyond simply making updates and revisions. "It was imperative that the site be responsive, tablet and mobile-ready, not just for the user experience, but for its reach on Google's search engine," says creative director and founder Mike Magestro.

What Mike is referring to is Google's re-ranking of local businesses in its search engine results due to changes in its search algorithm. As of April 21st, the update went into effect, factoring into its equation how well websites operate on smaller, personal devices. The change means that websites that don't have a solution for displaying properly on smartphone and tablet browsers risk being dropped from a first page spot in search results - a make or break position for businesses in competitive markets.

At first, most search engine experts expected the ranking to only impact search engine results originating from smartphones. However, a recent study (http://searchengineland.com/study-non-mobile-friendly-sites-disappearing-from-top-organic-results-227015) has shown these websites' page ranks are also being affected on desktop-based searches, raising the ante on making sure modern websites consider updating to a mobile-friendly, responsive website design.

The owner of Metro Eye, Dr. Amy Jankowski, considered the convenience for her customers as the first reason to provide a mobile version of her website. Metro Eye had originally built their website with Mindspike's help back in 2010, before the ubiquity of smartphones had fully penetrated the internet's web design landscape. Two years later (http://googlewebmastercentral.blogspot.com/2012/06/recommendations-for-building-smartphone.html), Google was beginning to consider its mobile website strategy and hasn't looked back since.

Since the updated website was launched, Metro Eye's search engine results have increased and its visibility on Google's search engine has consistently given them first page results. The updated design has also gotten positive feedback from customers.

This massively impactful change by Google goes to show not only the power mobile platforms now have within the business world, it also shows that having a responsive website is not a design trend. Rather, a responsive website has now become essential for businesses that want to be competitive in today's markets with today's consumers.