Google planning new tool to help small businesses survive Mobilegeddon

[Jeff Causey]

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When Google I/O takes place this May, one of the topics that will likely be covering is the release of a new set of tools from Google intended to help small businesses cope with the challenges of “Mobilegeddon.” Google’s managing director of small-to-medium business sales, Yong Su Kim, revealed the new Test My Site with Google diagnostic tool will roll out in May, which is the same month as Google I/O, so the odds seem pretty good the event will coincide with the launch of the new tool.

For those not familiar, Mobilegeddon was a change that Google introduced a little less than a year ago to change the way search algorithms worked. Based on data regarding device usage, Google tweaked their formulas and calculations to put more emphasis on web sites that are mobile-friendly. The problem for many small businesses is the lack of expertise to ensure their web sites are effective across multiple platforms, including mobile devices. After the initial change last year, non-mobile-friendly web sites saw their traffic fall by 12%, notably in the small company demographic.

Google already provides some limited tools for web site owners to check their sites for being mobile-friendly. However, other than indicating whether a site is friendly or not, the tool does not go much further. The new tool that Google is releasing will provide feedback on specific reasons and problems that Google finds that may yield a less than desirable web site experience. Kim says the tool will be specifically targeted at small businesses.

Kim does note that Google has a vested interest in sites being mobile friendly. By helping businesses drive more traffic and completed business transactions to their sites, Google makes a better case for investments in advertising, the company’s core business. An Adobe study found that businesses that tried to make up for the changes to search results by purchasing more ads were thwarted in the long run as potential customers struggled with non-mobile-friendly sites. Google may fear that in the long run that frustration will be borne out in reduced spending on advertising.

Sources have noted that this announcement of a pending launch comes only a week before Facebook holds their big developers conference. Facebook is expected to announce new business tools and is even pushing businesses to use Facebook Pages in lieu of actual websites. Kim thinks that will be a mistake for small businesses.

source: Business Insider


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