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Mobilegeddon is a name for Google's search engine algorithm update of April 21, 2015.[1] The term was coined by Chuck Price in a post written for Search Engine Watch on March 9, 2015. The term was then adopted by webmasters and web-developers.

The main effect of this update was to give priority to websites that display well on smartphones and other mobile devices. The change did not affect searches made from a desktop computer or a laptop.[2]

Google announced its intention to make the change in February 2015.[3] The Economist found the timing "awkward" because they said "It comes less than a week after the European Union accused the firm..." of anti-competitive behaviors.[4] In addition to their announcement, Google published an article, "Mobile Friendly Sites," on their Google Developers page to help webmasters with the transition.[5] Google claims the transition to mobile-friendly sites was to improve user experience, stating "the desktop version of a site might be difficult to view and use on a mobile device."[5]

The protologism is a blend word of "mobile" and "Armageddon" because the change "could cause massive disruption to page rankings."[6] But, writing for Forbes, Robert Hof says that concerns about the change were "overblown" in part because "Google is providing a test to see if sites look good on smartphones".[7]

Search engine results pages on smartphones now show URLs in "breadcrumb" format, as opposed to the previous explicit format.[8]


Based on their data set, software company Searchmetrics found that the average loss of rankings for the non-mobile friendly sites measured was 0.21 positions on average.[9] Content marketing company BrightEdge has tracked over 20,000 URLs since the update, and is reporting a 21% decrease in non mobile-friendly URLs on the first 3 pages of search results.[10] According to Peter J. Meyers it was "nothing to write home about."[11]

See also[edit]


  1. ^ "Rolling out the mobile-friendly update". Official Google Webmaster Central Blog. Retrieved 2018-11-08.
  2. ^ "Google's New Search Algorithm Stokes Fears Of 'Mobilegeddon'". Retrieved 2018-11-08.
  3. ^ Cellan-Jones, Rory (2015-04-21). "Google's 'mobilegeddon'". BBC News. Retrieved 2018-11-08.
  4. ^ "Mobilegeddon". The Economist. Retrieved 2018-11-08.
  5. ^ a b "Welcome! | Search". Google Developers. Retrieved 2018-11-08.
  6. ^ Curtis, Sophie (2015-04-20). "Google search overhaul could spark 'Mobilegeddon'". ISSN 0307-1235. Retrieved 2018-11-08.
  7. ^ Hof, Robert. "Why Google's Mobilegeddon Isn't The End Of The World For Most Websites". Forbes. Retrieved 2018-11-08.
  8. ^ "Better presentation of URLs in search results". Official Google Webmaster Central Blog. Retrieved 2018-11-08.
  9. ^ "Mobile Ranking Factors Study 2015". Searchmetrics. Retrieved 2018-11-08.
  10. ^ "Data Stats, Impact April 21 Google Mobile Algo Change". BrightEdge SEO Blog. 2015-04-28. Retrieved 2018-11-08.
  11. ^ "7 Days After Mobilegeddon: How Far Did the Sky Fall?". Moz. Retrieved 2018-11-08.