Mobilegeddon A Month Later: Small Business Study Shows…. Nothing Happened | Jacksonville Website Development

After all of the doom-day warnings about the Google algorithm change that was supposed to effect non-mobile responsive sites it looks like those warnings were vastly overblown.  This article lines up with our own findings that sites were not negatively effected.  I would suggest keeping an eye on things to see if things change in the near future.

With all of that being said Jacksonville Website Development still recommends that if you are building or rebuilding your site that you make it mobile responsive.  The biggest reason behind this is the user experience.  Mobile searches have official passed desktop searches and if a mobile user has to scroll back and forth to view your site’s content there is a VERY good chance that they are going to hit the back button and start looking for one of your competitors.  For this reason alone it is wise to spend the extra money and have your site mobile responsive.  If you have any questions please give us a call at 904-616-0184 and we will be happy to answer your questions.


We’re now a month out fromthe launch of Google’spurportedly “apocalyptic” mobile friendly updateon April 21, 2015. The result? Across the industry, manyare coming to the conclusionthat the hype surroundingMobilegeddonwas overblown.

Thispost-Mobilegeddon yawn is echoed within the local results as well. We did a concentrated study of small to mid-sized legal firms, and after carefully siftingthrough data —69 law firm websites, tens of thousands of sessions, 16 days, and even a two-tailed statistical significance model—we’ve come to the very painful conclusion that:

With the notedexception of all of those law firms who collectively spent a small fortuneto get their websites mobile friendly, it seems that the mobile friendlyupdate was a big bellyflop in the local small business market, at least where this type of business is concerned. (Mockingbird staff worked nights and weekends in May and April pulling some legalludditesinto the mobile age. Given the lack of results, we now suspect that Mobilegeddon is a hoaxcooked up by a bunch of out-of-work WordPress developers!)

We analyzed natural search traffic from mobile devices across 69 different law firms —12 notmobile optimized and the remainder mobile friendly. We didn’t includethe first week of resultspost launch (which also showed nothing happened) due to the fact that the algorithm wasn’t fully rolled out at that point.

We ignored that week onedata to account for a slow algorithm roll-out as well as the erratic traffic fluctuations that frequently occur when Google tests their algorithm changes in real time. We pulled data for week twoand compared it to a benchmark of average mobile weekly search traffic across 8 weeks of pre-April 21 data.

We first ran a test comparing the changes in traffic before and after the 21st across the two groups. Note that we have a reasonably small sample size —and some of these small business sites get very little traffic —so small variations can yield a large percentage change. In statistical terms, this means a large standard deviation. Not exactly an ideal data set.

We dusted off our stats text and ran a t-test to assess if there was a statistical difference in the performancebetween the two groups. How this works: Essentially, it calculates the expected actual distribution from two samples and then determines if the actual average of the two groups is different.

The result? By conventional criteria, this difference between the two data sets would notbe considered statistically significant. (If you want to geek out with the stats, the two-tailed P value was 0.7889.)

Every statistician knows that if you datamine hard enough, eventually you can find something that supports your hypothesis. (This is why I caution against marketers evaluating the efficacy of their own marketing, but I digress.) So, back to the Google Analytics we went…

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