There is a LOT of hype about the mobile updates coming to Google the week of April 21st. Do you really need to pay attention? At Tangram Sky we hear a lot of folks who are freaking out and spending a lot of time and money working on their websites. Do you really need to be making big changes to accommodate Google’s latest updates?

It’s a burning question for marketers everywhere! What’s the answer? It DEPENDS.

If you don’t have mobile traffic or get leads from mobile users, it’s probably not a big deal.

Now, before you get all fed up and quit reading, hear us out. This is big.

The Google update states, “This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results.” The key in that statement is that it will affect mobile searches.

Here’s your first step. Log into your Google Analytics account or have your search engine marketing service do this for you. You need to segment users by device to determine how mobile traffic interacts with your website (if it does at all). P.S. – if you’re not using an analytics service like the FREE Google Analytics platform for your website, get one ASAP!

If you provide a service or a product that isn’t searched for on mobile devices and your mobile traffic is next to none, then you probably don’t have to worry about spending big to make your site compatible with Google’s changes. After all, it’s all about ROI, and if you won’t see the return, I wouldn’t recommend it. There’s surprisingly a LOT that goes into making a site mobile-friendly, more than just “how it looks” on your phone screen.

Okay, all you people with non-mobile users on your websites, you’re finished! What about the rest of us, probably the majority?

Know exactly what to do. Educate yourself! Read the actual Google update for yourself (not just someone’s blog with an opinion about it) and know what factors are really being taken into consideration by the search engine.

Why is Google doing this? Google has always been the top provider of HIGH quality, relevant results. It’s why more than 74% of all search traffic goes through Google in the U.S. alone and over 60% worldwide. Read the article here. To keep providing these top quality results, they have to empower mobile websites. This is going impact natural search results and paid advertising. Google will give preference to ads promoting mobile-friendly sites. It all goes back to that user experience, and the trust that searchers place in the search engine.

There are a number of free tools that can help you determine what can be done to make your website mobile friendly. Know what you’re talking about, even before you get together with your marketing service providers or agency. Once you’ve determined that you have a quantifiable amount of mobile traffic that is valuable, check out Google’s mobile-friendly test.

t even gives you tips for what you can do! Next, make the design/functionality changes necessary to make your site responsive (another term for mobile friendly.) In Google Webmaster Tools there is a Mobile Usability Report that can offer you more details on how to optimize your site for mobile use.

Now, prepare for the mobile invasion!