Mobile First will not roll out all in one go

Google is About to Remove the Mobile Friendly Label from the Mobile Search Results

If you are a mobile internet user who makes regular use of Google to find the products and services you love, follow the weather or latest trends and breaking online news, then your life is set for a subtle change. At least on a superficial level, as it has just been announced that mobile search results will no longer contain the familiar “Mobile-friendly” text label that we have all grown accustomed to seeing beneath mobile optimized sites.

However, that’s not to say that the importance of mobile search optimisation is set to change in any way as mobile friendliness is certainly here to stay as a key ranking factor. In fact, the main reason for the removal of the tag is simply to reduce a little on-screen clutter as more than eight out of every ten mobile search results are actually mobile friendly these days with the text that denotes this being gratuitously repeated in most instances.

In Google’s own words:

“85% of all pages in the mobile search results now meet this criteria and show the mobile-friendly label” and with this in mind – it is no longer deemed to be all that necessary to point out which sites are classed as friendly on each and every single occasion.”

Of course, the Mobile-friendly label is not just there simply for the benefit of Google search users. It is also a highly useful testing tool for webmasters who are looking for an easy way to check whether their website meets the requirements of the “Mobile-friendly” ranking signals and algorithm.

With this in mind, if you want to know whether your site is mobile friendly or not – according to Google – then there are still a couple of ways of checking.

First of all, you can go into Google Search Console and run the mobile usability testing tool. (

Secondly, you can also check your website pages with the mobile friendly testing tool (

From what we have gathered after reading several user comments on various SEO forums, the vast majority of webmasters are not concerned about this change in the slightest – as it has no effect on search listing positions whatsoever.