April 21, 2015 marks the day that the world’s largest search giant Google is making some pretty significant changes to its algorithm – some are calling it ‘mobilegeddon’. The update, which Google announced back in February, is designed to penalize sites that have not been deemed “mobile-friendly”. About 60% of online traffic now comes from mobile and Google wants users to have an optimal experience every time they search. The update will primarily affect small businesses that do not yet have either a mobile site or a responsive site. These businesses will no longer show up in local searches. Neglecting to optimize your website could mean your competitors are getting a leg up on new business. Here are three ways to stay on top of the rankings:

Go Responsive

There are two ways to create a mobile optimized site. You can either have a separate mobile-only site with distinct content and site structure or you can invest in one responsive site that is designed to adapt to all screen sizes. Both methods are acceptable, however having a responsive site is Google’s recommended configuration. If you haven’t yet gone responsive, now would be the time to invest in a redesign. Having a responsive site also simplifies making updates by eliminating the need to make edits in two different places (mobile and desktop).

Slim Down on Content

For PR pros, this may seem like a challenge because we love our words. It also seems counterintuitive to everything you have been told before about content being king.  Websites with too much content or hard to click links can make for a frustrating mobile experience. How many times have you gone to a website and had to zoom and pan to find the information you are looking for? Google’s latest update aims to force webmasters to fix this so that user experience is equally as important as content.

Don’t Forget the CTA

Mobile users that find your business online have a conversion rate that is nearly three times higher than those searching on a desktop or laptop. If you think about it, when you search for a business on your phone you usually already have the intent to call or visit that business. Making sure that your website includes very clear CTA (call-to-action) buttons is key. If your goal is to drive customers to call or email your business, you can make it easy for them by making your CTA button highly visible.

Still not sure if your website will be affected? Take Google’s mobile-friendly test here.