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The Time to Make Your Website Mobile-Friendly is Running Out

by Barrett Coakley

Google recently announced two upcoming changes to mobile search results that they think will help make it easier for users to find content while on a mobile device. The changes will impact the ranking of your website in search results and involved the following:

  • Simplifying Mobile Search Results. For the past 2 years Google has listed sites that are optimized for mobile with a mobile friendly label. The label has had an impact as Google found that 85% of all pages in the mobile search results now meet this condition. In an effort to unclutter search results and given the high adoption, Google is removing the label. However, while it will no longer use the label, the mobile friendly sites will continue to be used as part of their rankings.

  • Intrusive interstitials. Google stated that,Pages that show intrusive interstitials provide a poorer experience to users than other pages where content is immediately accessible. This can be problematic on mobile devices where screens are often smaller. To improve the mobile search experience, after January 10, 2017, pages where content is not easily accessible to a user on the transition from the mobile search results may not rank as highly.”

Google provided the following examples of what they consider to be good and bad types of interstitials.

bad interstitial


good interstitial

Source: Google

In our discussions with customers, we have found that many organizations are grappling with the best strategy to optimize the mobile experience to reach and retain customers. From device optimization, to personalization and deciding between the correct mobile strategy there are a lot of items for organizations to consider. This is an area where we can definitely help. The Sitefinity content management system (CMS) enables marketers to deliver the right mobile experience regardless of format or device with the right level of personalization that users demand. Sitefinity CMS also enables organizations to take advantage of all three mobile experience strategies -- responsive web design, dedicated mobile sites and mobile apps from one CMS interface. In addition, the CMS offers marketers all the flexibility needed to make sure you follow the best practices Google recommends around interstitials so your website ranks higher in mobile search results and your users are delighted by the experience.

If you would like to learn more about how we can help you optimize your mobile experience, please contact us today.


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