As of April 21st, if your site is not mobile-friendly, it just might not be viewed by mobile users.
The latest Google algorithm update is all about mobile. Recognizing how important relevant and timely results are to the mobile user, Google has expanded its use of mobile friendliness as a rankings signal. The update will help users discover more mobile-friendly content in two ways: 1.) More mobile-friendly websites in search results and 2.) More relevant app content in search results.
Projected to have a significant impact on mobile search results, the change will affect mobile searches in all languages, making it easier for users across the globe to get relevant, high-quality search results optimized for their devices. In addition, Google has introduced App Indexing, which allows it to use information from indexed apps as a factor in ranking for signed-in users who have the app installed. This allows Google to surface content from indexed apps more prominently in search.
But why such an emphasis on mobile-optimized websites?
Think about it.
If your site is not mobile-friendly, mobile users are forced to view a version with fonts, layouts and image dimensions created for the sizes of desktop and laptop computers. Users have to zoom in to read content, making it harder for them to find relevant information. Site menus and links are difficult to access and some site functionalities won't even work on a mobile browser. It makes sense that at this point, users typically get frustrated and exit the site altogether. The truth is that mobile viewing of a website created for a PC often leaves much to be desired.