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Google continues to change its algorithm – even more emphasis on mobile UX
What's happening?
Google is rolling out further algorithm updates that increasingly prioritize websites optimized for mobile devices and user experience.
Why is this important?
Online stores that don't meet current mobile UX standards may lose visibility in search results and organic traffic.
Who is this information for?
For online store owners, SEO specialists, UX/UI designers, and all businesses operating in the digital world.
Further updates to the ranking algorithm
Google is consistently updating its search algorithm, placing increasing emphasis on the quality of the user experience on mobile devices. In March 2024, changes were introduced, including replacing the FID (First Input Delay) metric with the new INP (Interaction to Next Paint) metric. This is a clear signal that mobile UX is becoming a key ranking factor. Sites that don't offer a fast, clear, and intuitive interface on smartphones risk losing rankings and customers.
Why is mobile UX gaining importance?
Users today expect convenience and speed, especially when it comes to mobile shopping. Even minor interface errors, too-small buttons, or slow loading times can discourage a purchase. According to Google, over 50% of users abandon a website if it takes longer than 3 seconds to load. This is why mobile-friendly websites have become a priority for the search engine's algorithm.
What does the Google algorithm currently pay attention to?
- Core Web Vitals – including loading speed, time to first interaction, and page layout stability.
- Responsive design – no horizontal scrolling, adaptable to different screens.
- Adapted to touch – convenient arrangement of buttons and clickable elements.
- No aggressive elements – popups, banners or ads obscuring the content.
- Easy and logical navigation – especially in the shopping cart and shopping path.
What are the benefits of better mobile UX?
- Better visibility in Google – the algorithm increasingly values mobile-friendly websites.
- Higher conversion – simpler shopping on your phone means more sales.
- Lower bounce rate – users do not abandon the page after a few seconds.
- Better brand image – a store that works well on mobile is perceived as modern and professional.
What is worth doing now?
- Perform a mobile UX audit – check how the website works on different phones and systems.
- Speed up your website – optimize graphics, code and server response time.
- Improve your mobile structure – make sure your menus, buttons and forms are intuitive.
- Use Google tools – e.g. Lighthouse, PageSpeed Insights, Search Console.
- Consider modernizing your template – if your current layout doesn't meet mobile UX standards, it's worth considering a redesign.
Google isn't slowing down – are you?
Changes to Google's algorithm demonstrate that mobile UX is no longer an option, but the standard. Adapting an online store to the needs of mobile users is now not just a matter of SEO, but above all, building a competitive advantage. Companies that ignore this trend may soon find themselves excluded from search results.
Want to learn more?
Write to us and check how your store compares to the current Google requirements.
See more updates from the world of digital and e-commerce.
Marcin Stadnik
e-commerce advisor
The author is a manager with extensive experience in e-commerce, sales strategy, and content marketing. He is a digital practitioner and consultant with over 15 years of experience in e-commerce projects, sales strategy, and online business development, as well as 25 years of experience in broadly defined distribution (offline and online). He specializes in creating and implementing effective solutions for online stores, supporting companies in developing their digital presence. He co-creates appropriate strategies for e-businesses, conducts audits, and oversees marketing activities—always combining analytical knowledge with market practice. He is the author and co-author of content published on the swiatcyfrowy.pl website—based on his many years of consulting, analytical, and operational experience. The materials created are intended to provide reliable, valuable knowledge that truly supports the development of online businesses. The content here is designed to address the real challenges and needs of companies operating in the e-commerce environment (the digital world).
