After 2 Years, Google Removes Mobile-Friendly Label From Search

After 2 Years, Google Removes Mobile-Friendly Label From Search 3 min read

Two years ago, Google announced that it would be placing a “mobile-friendly” label on all websites that were optimized for mobile browsing. According to Google, this simple label had an astounding affect:


…we’ve seen the ecosystem evolve and we recently found that 85% of all pages in the mobile search results now meet this criteria and show the mobile-friendly label.


Let that sink in for a moment — 85% of all websites are now deemed mobile friendly. Google has now reached a point where they no longer need the label. Could you imagine this to be the case 5 years ago? I still remember browsing and having to constantly flip my iPhone 3G sideways so I could read the content on most websites.


What is the criteria for being considered “mobile friendly” you ask?


Google Mobile Website Criteria

  • Avoid software that is not common on mobile devices, like Flash
  • Use text that is readable without zooming
  • Size content to the screen so users don’t have to scroll horizontally or zoom
  • Place links far enough apart so that the correct one can be easily tapped


These should all be no-brainers. Just think about how frustrated you get when a website isn’t optimized for your phone. You leave, right?


We’ve now been ushered into a new era: A mobile-friendly web. As a technologist, and developer, this is incredibly exciting news. People realized how potent getting dropped from the search results can be. It can put a sizable dent in your offline revenue.


To put another nail in the coffin, Google also announced that they will be penalizing sites that provide a poor user experience by showing mobile interstitials (pop up/over ads) that take up the screen. Here are a few examples:




There are some additional allowances for Paywalls, mobile APP installs and age verification interstitials (when used properly).


As someone who works with the web every single day — I’m happy to see the changes Google is pushing forth. Bravo, Google. Bravo.


You can read the official Google announcement here:

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