"Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices." (Feb 26th 2015, Official Google Webmaster Central Blog)
Consequently if your site is poorly optimised for mobile use, YOU WILL feel the cold merciless wrath of Google’s mighty mobile rank hammer come April 21st.
In layman’s, your site will start to see decreased visibility in mobile search results as Google starts to return more mobile friendly sites in SERPs in the place of yours.
In the immortal words of Douglas Adams “Always know where your towel is” “DON’T PANIC!”
It's late, but you've got a little time to fix things.
If you’re using WordPress or another theme reliant CMS - you can probably check to see if your theme has a newer/mobile friendly version to which you can apply an update. This is your best bet for avoiding any major headaches and will take next to no time for you or your web dev to implement.
Failing that, buy a new responsive theme. We like Themeforest for off the shelf, responsive themes.
If your site is already responsive/optimised for mobile, just check it meets Google's definition of ‘mobile friendly’.
Get these issues fixed and you should be in the clear
We can’t stress how important this update is. If you want to continue to receive traffic from Google when the user is on a mobile device, you need to get your act together now.
Maybe your web developer says it's nothing to worry about. Maybe your SEO company didn't mention it. In which case, bin them both and holler at us. Noisy Little Monkey will make it all better and give you an ongoing digital marketing strategy to boot.
If you can fix your usability issues before the 21st you’ll probably be rewarded with better mobile search rankings, if you don’t? You've have been warned…