Monday, 27 April 2015

Google Changing its Influential Search Engine


mobile friendly
Google is planning to change the way its influential search engine endorses websites on tablets and smartphones which is expected to control where most of the individuals shop, eat and obtain information. The formula to be revised is scheduled to be released soon and would be favouring websites which Google considers as `mobile friendly’.

Websites that do not tend to fit into the description would be demoted in Google’s search results on the tablets and smartphones and those qualifying for the same would be more likely to appear at the top of the rankings which will be a prized position enabling them to translate into more visitors and money.

Though Google’s latest formula would not be affecting searches on the laptop and desktop computers it would be having a large effect on how and where individuals spend their money, now that most of them have been relying on their smartphones while comparing products in stores and in locating restaurants. Hence, Google’s new rating system is being billed by some of the search experts as `mobile-geddon’.

According to CEO of websites building service Duda, ItaiSadan, comments that `some sites will be going to be in for a big surprise when they find a drastic change in the amount of people visiting them from mobile devices’.

A Substantial Change to Its Mobile Search Rankings

As per Matt McGee, editor-in-chief for Search Engine Land, this could be the most substantial change which Google Inc. has made to its mobile search rankings, a trade publication which follows every tweak that the company makes to its secured guarded algorithms. A little more information on why Google is doing it and what is happening –
  • Websites need to be designed in order to load quickly on mobile devices to stay in Google’s good style. The content also needs to be accessible easily on scrolling up and down without the need to swipe left or right. It would also be helpful in making purchases or taking other functions on the website could be seen easily and touched on small screens.
  • Websites, if designed only with PC users in mind, graphics would take long time to load on mobile devices where the columns of text would not accommodate on the small screen making the reading a bit uncomfortable. Google has been advising websites to cater to mobile devices for several years since it is where individuals are progressively navigating for information
  • The strength of mobile searchers in the U.S. has increased by around five percent wherein inquiries on PCs have been decreasing as per research firm comScore Inc. It estimated that around 29 percent of most of U.S. search requests, about 18.5 billion, in the final three months of last year, were made on mobile devices. The bulk of searches was processed by Google with two thirds in the U.S. and more in many other countries
Websites to Comply with Google’s Mobile Standards

Google has revealed its plans almost two months back, to reduce complaints. It also created a detailed guide and a tool to test compliance along with the new standards. The company faced disturbance over the past changes in its search formula.

In 2011 and 2012, two of the bigger revisions done were focused on clearing out misleading websites. Though the attempt sounded reasonable, several websites complained that the company’s changes unfairly demoted them in the ranking and made their content difficult to locate. Though most of the major merchants as well as big companies have websites which tend to meet up with Google’s mobile standards, it is considered that the new formula is likely to hurt millions of small businesses which do not have the money or incentive to familiarise their sites for smartphones. McGee is of the opinion that `a lot of small sites do not really have reason to be mobile friendly till now and that it would not be easy for them for these changes’.

Search Formula – Variety of Factors 

The Search formula comprises of a variety of factors in determining the rankings of its results. One being the most important consideration is that whether a site contains the most relevant information pursued by the search viewer. New striking order in Google’s mobile search could demote some sites to the back pages of the search results inspite of their content being more relevant to a search request than the other sites which tend to be easier to access on smartphones.

White Andrews, Gartner analyst states that this could be a very unfortunate significance though justifiable since the viewer would not be inclined to view other sites which would take a long time to open or difficult to read on mobile devices.

He adds further that `availability is part of relevancy and a lot of people are not going to think something is relevant if they cannot get it to appear on their iPhone’. Neil Shah, research director for devices and ecosystems with Counterpoint, a technology market research firm comments that `in the end, Google is an advertising platform company and its success is based on the success of its digital marketing customers’.

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