Google's April 2015 mobile-friendly update changed the way websites rank in mobile search results. In this episode, Mark breaks down what the update means, how to test your site, and the practical options for making your website mobile-friendly. He also shares 11 steps for getting back on track when you have fallen behind on your business goals — a topic he knows well, having just returned to podcasting after months away.

What You'll Learn in This Episode

• What Google's mobile-friendly update changed about search rankings
• Three types of mobile website approaches: old school, separate theme, and responsive design
• How to use Google's Mobile-Friendly Testing Tool to check your site
• Quick fixes with WP-Touch and Jetpack versus the longer-term responsive redesign
• Eleven steps for restarting goals after falling behind

Episode Summary

Mark opens with the Google mobile-friendly update that rolled out on April 21, 2015, which the SEO community called “Mobilegeddon.” Yoast was already reporting data showing this was a significant ranking factor change. Mark explains the business logic behind it: more than half of web traffic was coming from mobile devices, and Google needed to return useful results to those users. Sites that were not mobile-friendly would lose rankings.

Mark walks through three approaches to mobile websites. The old school approach is doing nothing, which means your site looks terrible on small screens. The second approach uses plugins like WP-Touch or Jetpack's mobile module to swap in a mobile-friendly theme when a mobile device is detected. The third and most sophisticated approach is responsive design, where the site dynamically adjusts its layout based on screen size. You can test this by dragging your browser window narrower and watching the layout change.

Mark recommends checking your site with Google's Mobile-Friendly Testing Tool. If it passes, you are done. If it fails, the fastest fix is installing WP-Touch or Jetpack. The more thorough fix is switching to a responsive theme, which Mark himself was doing on LateNightIM.com at the time. He warns that changing themes on an established site is a major undertaking that may require a designer.

For affiliate marketers with multiple small sites, Mark suggests the plugin approach as a quick win to avoid penalties, while noting that mobile themes are often poorly optimized for conversions. He advises using Google Analytics to track whether mobile visitors are converting and to watch for above-the-fold changes that push important elements out of view.

The second half of the episode covers 11 steps for getting your goals back on track after Mark was called out by his Green Room mastermind group (Cliff Ravenscraft, Pat Flynn, Michael Stelzner, Leslie Samuel, and Ray Edwards) for not publishing since January:

1. Consider the root cause — why did you stop?
2. Leave the past behind — dwelling on failure is not productive
3. Reassess your why — is your motivation strong enough?
4. Reassess the goal — is it still realistic with the time remaining?
5. Cash in on accountability — let people who know your goals hold you accountable
6. Reinvest in accountability — re-declare your intentions publicly
7. Make a clear plan — know exactly what needs to happen and when
8. Block time on your calendar — treat it like an airline flight you cannot miss
9. Focus on what you can do — do not stall on steps you do not know how to do yet
10. Check your environment — make sure your workspace supports your goals
11. Just get started — stop making excuses and take the first action

Key Takeaways

• Google's mobile-friendly update made responsive design essential for maintaining search rankings
• Test your site with Google's Mobile-Friendly Testing Tool before making changes
• WP-Touch or Jetpack provide quick fixes; responsive themes are the long-term solution
• Watch your mobile conversion rates after making theme changes — above-the-fold content shifts matter
• When you fall behind on goals, reassess your why before reassessing your plan
• Accountability and a detailed plan are the two strongest tools for getting back on track

What's Changed Since This Episode

The “Mobilegeddon” update Mark discussed was just the beginning. Google has since moved to mobile-first indexing, meaning Google primarily uses the mobile version of your site for ranking and indexing. As of 2024, all sites are indexed mobile-first. Responsive design is no longer optional — it is the baseline expectation.

The plugins Mark mentioned have evolved. WP-Touch still exists but is less commonly needed since nearly all modern WordPress themes are responsive by default. Jetpack has grown into a comprehensive site management tool. The real conversation in 2026 has shifted to Core Web Vitals — page speed, visual stability, and interactivity metrics that directly affect rankings.

The goal-setting advice remains timeless. The 11-step framework Mark outlined maps well to modern productivity approaches. The concept of reassessing your why before your plan echoes what Simon Sinek popularized and what James Clear's Atomic Habits reinforces with identity-based habit formation.

Resources Mentioned

• Google Mobile-Friendly Testing Tool
• WP-Touch Plugin for WordPress
• Jetpack Plugin for WordPress
• Yoast SEO

Related Episodes

If you found this episode helpful, you might also enjoy:

• LNIM088 Show Notes — Google Mobile Friendly Update
• LNIM087 — Russian Spam Bots and Breaking Down Goals

Listen and Subscribe

Listen to Late Night Internet Marketing on Apple Podcasts or subscribe at latenightim.com/internet-marketing-podcast/. Have a question for Mark? Call the digital recorder at 214-444-8655 or drop a comment below.