Mobile is NOW are You Ready?

Heads UP – Tomorrow -April 21- Mobile Search Completely Changes.

As per the Google blogpost,  tomorrow April 21st, Google’s mobile friendly algorithm update will begin rolling out.  Its not just making sure your website is Mobile responsive: It’s much more than that.

They say it will be even bigger than Panda and Penguin. I’m not so sure you can compare those; that’s like comparing apples to oranges.

Google announced that they are going to change the way they represent URLs in mobile search results. There are 2 parts to this change.

The first part will be that the website name will be used instead of the domain name. This will be really useful for those whose domain names are different from their website name.

Our website name is TROOL Social Media our URL ( domain name) is

At this time, it will begin to roll out gradually, starting in the US, for the site name change. The changes are specifically for mobile search at this time.

Why are they doing this? In order to help mobile searchers better understand your website.

I believe that eventually desktop search will be the same or quite similar, in that the website name, is going to be used in search instead of the domain name.

There are specific forms of what they call ‘site name markup’, which will be really helpful within your website. A lot of this may be techno-speak and you may want to pass on the information or discuss the changes with your web developer.

The second part and the more global change is the “The URL structure of the URL as breadcrumbs”

Google said in the same blogpost ”breadcrumbs are rolling out worldwide”.

You will now be able to see the URL structure of the URL as breadcrumbs. rather than the old style URL  meaning you have a better idea of the layout structure of a site, for instance:


New STYLE: TROOL Social Media > Online video Production
(the breadcrumbs for one of our services to do with handling the back-end of Live Streaming)

When you mark up breadcrumb information (breadcrumbs markup) in the body of a web page, Google can use it to better understand and present the information on your pages in the search results.

Google has provided a good sample on the Blogpost about Structured data site names and URLs as they introduce support for structured data for websites to signal to Google search algorithms.

I think it makes sense to make sure that Google understand the exact name of your website. Mobile Real Estate is key and scarce. Using the name of the website could make it easier for the mobile search user.

To that end, your best bet is to take a look at or have your web developer do so. This is where you can find the site name markup, and the breadcrumb markup that were announced in the blog post from Google.

Based on the stats from the excerpt below I believe it even more crucial to be sure your website is mobile responsive and has all your site name markup and breadcrumbs in place.

Excerpt from ’14 revealing mobile stats from January – March 2015′
By Christopher Ratcliff @ Econsultancy

Mobile ad spend to overtake desktop by end of 2015

  • Marin Software has revealed that advertisers will spend more on mobile than desktop ads by the end of 2015.
  • Paid search clicks on mobile devices are predicted to break 50% of the overall paid search market by mid-Q4 2015.
  • Desktop search ads had an average conversion rate of 10.3%, while desktop social ads had a conversion rate of 1.1%, and desktop display ads had a 3.1% conversion rate. This compares to mobile conversion rates of 7.1% (search), 0.4% (social), and 2.6% (display).

By the end of 2014, the majority of clicks on display ads came from smartphones and tablets.

Social ads on mobile work. Overall 62% of all social ad clicks come from smartphones and tablets.

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