HP marketer: Brands that do not optimise websites for mobile are ‘driving with the handbrake on’

Barney Dunne and Peter Meliniotis at Mumbrella360 today

One of HP’s top marketers said today that brands that have not optimised their websites for mobile in the wake of a major change to Google’s search algorithm are “driving with the handbrake on”.

Talking at the Mumbrella360 conference in Sydney this morning, Barney Dunne, senior director marketing optimisation solutions, Asia Pacific and Japan, Hewlett-Packard, told his audience that the recent ‘Mobilegeddon’ Google algorithm update had not been the apocalypse that some had expected, but company websites that have not been updated will have fallen behind their rivals in the search rankings.

‘Mobilegeddon’ is the term used to describe a change in Google’s algorithm – made in April this year – that would push websites that are not optimised for mobile devices down its rankings.