It’s Official: Mobile-Friendliness Matters to Google

When your brand name becomes a verb, you know you’ve made it.

There’s no debating the dominant role Google plays in the online search industry. Their size and influence controls the fates of websites the world over. Simply put, what Google says often goes.

So when the biggest name in search gives the world advance notice of an upcoming change, you’d better listen.

Late last week, Google announced that a website’s “mobile-friendliness” would become a ranking factor in their search results. This change is slated to take effect on April 21, and reflects the growing percentage of mobile web users on the internet.

Ignore this news at your own peril. Law firms will not be immune to this change. Our own research has shown that nearly a third of the traffic flowing to law firm websites is already coming from mobile devices, and with tablet sales blowing away desktop computers year after year, the future is plain to see: If you want your law firm website to rank favorably, it must be mobile-friendly.

Now, I’ve said it here before: your business cannot focus solely on rank. (item 3) It’s just one piece of a well-crafted integrated marketing plan. Likewise, you won’t hear us clamoring for an all-out exodus from desktop websites. There is no promise of top billing for the mobile-enabled attorney. But if your law firm relies heavily on search traffic, now is the time to take steps to bring your website up to a mobile standard.

It’s not every day that Google lets us peek behind the curtain. Isn’t it time you took advantage of the opportunity?

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