It's fair to say that Google's mobile-friendly update was less impactful than expected. Now we know part of the reason why.
Google's Gary Illyes confirmed on Twitter today that the negligible impact of the update was partly due to the fact that many webmasters have already switched to mobile-friendly websites.
In a tweet to Search Engine Land's Barry Schwartz, Illyes wrote: "There were a load of sites that became MF recently, so the actual number of sites affected decreased considerably."
He also confirmed that the update had rolled out completely, but there may still be fluctuations in rankings as many newly mobile-friendly pages don't yet have 'mobile-friendly' labels applied. This is because Google needs to index this pages before they can be awarded mobile-friendly status.
In the run up to the update's launch on April 21, marketers were led to believe that it would have a profound impact on mobile search results. A Google insider said the update would have more impact than Panda or Penguin, and even mainstream news outlets were referring to the update as 'mobilegeddon'.
Now the haze of hype has cleared, things are looking very different. Schwartz, for one, believes that we're not going to see much more impact from this update. He wrote:
Will things in Google's mobile search results change even more over the next couple weeks? I doubt it. I suspect what we see today is going to be the 'worst' of this mobilegeddon.
Internet Marketing News from ClickThrough - an integrated digital marketing agency offering web design services, web development, SEO, PPC, content, online PR and conversion optimisation.