Recently, we saw one of the most significant changes to Google’s algorithms in recent years. Google’s search engine will favour mobile friendly content over traditional website content. Many firms who have not invested in mobile will get caught out as they start to slide down the search result list when viewed from a mobile, possibly moving from page 1 to page 2 or 3. For firms that are reliant on online sales and service, such as small businesses and retail, this change could have a significant impact on their revenues, probably resulting in either frantic tweaking of Search Engine Optimisation (SEO) routines, a rapid investment in redesigning their site for mobile, or some other more radical action such as simply scaling back operations to match lower revenue streams.

Within the insurance industry, the greatest initial impact is likely to be felt by insurance distributors, aggregators and direct operators who increasingly rely on online sales for retail products. Many of these operators have been investing in mobile-ready sites for some time now. So, to test the progress made, I thought it would be fun to conduct a quick highly unscientific test just to see how far down the results list you had to go before you reached a site that was not listed as ‘mobile friendly’.

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