It is rare that we get the chance to know of a Google Update in advance. It is even rarer that we are given the exact date (i.e. Mobilegeddon). And it is even rarer than that when we are given the exact metric which will influence the algorithmic update, much less that the algorithm works on a simple 1 or 0 (is mobile-friendly, is not mobile-friendly). And never in the history of Google have we been given all of that information plus how to tell, in advance, if a site meets that metric. It is truly the most open Google has ever been about a planned change in the algorithm, and their transparency regarding it is laudable. So, given that information, we figured it would be fun to build a list of what sites are going to be most impacted on April 21st. Which sites are figuratively on the walking path to their mobile traffic execution in less than a week. We decided to build a random list of 30,000 keywords from the random sample keyword tool offered by GrepWords and crawl their Google mobile rankings. We then identified on a URL by URL basis what pages were not marked as mobile-friendly by Google. Below is a list of the 100 that are looking to take the biggest hits, each of which had 10 or more keywords for which they would likely lose rankings. The traffic and value of the traffic potentially lost is lifted side by side. But first, some take-aways.

A Mixed Bag

It is important to remember that some sites might have some mobile friendly pages, but not all mobile friendly. Many of the sites that will be hit the hardest are those that have only updated a section of their pages. In the list below, you will see several sites that have done a good job of fixing their home pages or some internal pages, but don’t have the site completely mobile-friendly. Moreover, many might have made their updates recently and are simply waiting for Google to update their crawl.

A Government Slaughter

One thing of great concern is the preponderance of .gov sites that are likely to be impacted. Important, non-commercial sites are likely to suffer big losses on Tuesday, especially the nih.gov site and its subdomains. Over 50% of the .gov domains we encountered in mobile results were not mobile-friendly. They represent 21% of the 100 worst hit despite only accounting for 1.8% of the domains we have in our system. Tuesday could be a rough day for .gov sites in general.

An Imperfect Algo

Another thing we noticed were plenty of sites that appear fully mobile friendly, but Google identifies them as not being. For example, Topps (www.topps.com), the popular baseball card manufacturer, has a gorgeous, responsive website which Google identifies as not mobile-friendly (both in their search results and their mobile friendly tool). I imagine a number of webmasters will be caught off guard by the nuances of Google’s mobile-friendly detection when they lose their rankings on the 21st.

Support Sites Take a Hit

It seems like big brands are letting their support sites take the full brunt of the update. Godaddy, T Mobile, Quickbooks, Xerox, Sprint and many others are leaving their support sites out to dry. Without further adieu, here are the top 100 sites which will lose search traffic based on our 30,000 keyword crawl. DomainTrafficValueKeywords
eonline.com 632170.72 2429451.422 14
nmap.org 70388.56 532673.7512 37
xnxx.com 53900.31 1169071.955 20
armorgames.com 42277.42 825235.1497 20
usmagazine.com 39150.97 326072.0112 12
roanoke.com 38104.56 161068.4112 15
cp.disneycareers.com 29531.34 119774.3328 11
ahs.com 25131.36 162605.4896 11
halhigdon.com 24014.13 152897.0021 20
ct.gov 23719.65 134631.083 14
eppicard.com 21389.59 217837.5297 11
tax.ok.gov 20320.63 128000.8493 11
nhlbi.nih.gov 19202.49 115517.5028 48
appsupport.commonapp.org 15837.84 359176.08 13
ghr.nlm.nih.gov 15539.44 180759.3907 23
desitvbox.me 14079.46 95606.1112 13
bmwusa.com 13859.37 58620.537 16
geha.com 10663.15 54884.977 13
nvcc.edu 10136.63 66166.5504 12
regmovies.com 8723.09 57007.8017 23
genome.gov 8466.83 95917.553 19
nih.gov 7531.69 56092.9697 13
wsba.org 7319.38 155019.1654 14
acatoday.org 7217.67 43457.2754 11
putlocker.is 7068.29 55847.6933 32
questdiagnostics.com 7023.93 51510.5261 14
aacn.nche.edu 6938.15 62734.355 13
lwd.dol.state.nj.us 6802.02 519939.1676 23
andersenwindows.com 6725.01 59747.8866 27
coveredca.com 6108.85 77910.6035 12
tax.virginia.gov 5847.9 117248.996 18
personal.vanguard.com 5759.2 43258.8605 27
support.godaddy.com 5204.6 175585.478 26
azdot.gov 4879 94445.386 14
arthritistoday.org 4491 28301.8706 23
lung.org 4425.94 30252.662 22
appliancerepair.net 4106.15 50135.6793 11
treasurydirect.gov 4094.71 30962.4585 16
lifetechnologies.com 4016.57 33983.6051 24
ngm.nationalgeographic.com 3998.59 15828.5944 16
hyperphysics.phy-astr.gsu.edu 3987.75 31442.464 11
dish.com 3968.04 40114.5195 41
hiring.monster.com 3761.62 28304.0787 25
carolinashealthcare.org 3627.06 37323.7982 27
pmi.org 3552.15 60381.74 33
diabetes.niddk.nih.gov 3426.85 18369.9876 13
eeoc.gov 3404.92 38841.5201 15
aamc.org 3359.74 27746.7032 26
beeradvocate.com 3344.6 27775.4417 14
wikinvest.com 3281.21 26323.8895 19
fantasynews.cbssports.com 3202.34 43297.233 12
kongregate.com 3179.58 32961.8467 13
books.wwnorton.com 3105 29385.72 14
virginiadot.org 3031.52 26451.4832 13
csrc.nist.gov 2998.56 27670.0609 20
educationworld.com 2914 24206.7013 14
dev.mysql.com 2876.14 39068.745 19
filehippo.com 2828.19 89481.9368 13
constitutioncenter.org 2815.25 20716.0567 11
sephora.com 2645.55 13727.3016 18
fbi.gov 2596.21 23342.5675 30
sdcourt.ca.gov 2410.5 24290.355 15
petfinder.com 2299.03 25611.921 23
sat.collegeboard.org 2280.15 23724.3312 24
oaklandcc.edu 2238.3 9056.477 14
defense.gov 2153.35 21616.646 16
uscourts.gov 2108.05 25488.8232 16
support.t-mobile.com 2100.04 21925.738 17
admissions.ucla.edu 2064 21819.6096 15
tvlistings.timewarnercable.com 2001.26 19570.6291 15
popalock.com 1899.51 29952.8533 19
tepdl.dpi.wi.gov 1896 18200.336 12
clarkcountynv.gov 1886.98 16093.7086 17
healthecareers.com 1830.58 30488.4878 19
medicaid.gov 1826.37 13509.0136 12
avery.com 1820.12 16207.3925 22
noticias.univision.com 1807.52 20580.8272 12
chemocare.com 1800.03 9096.561 16
checksunlimited.com 1787.5 27597.619 12
sos.state.tx.us 1781.57 10460.0393 15
cityofchicago.org 1756.9 10495.2571 13
premiumoutlets.com 1753.14 14418.0394 15
txdps.state.tx.us 1711.28 9662.1329 14
lasvegas.com 1697.29 13119.9079 15
udacity.com 1620.48 18174.311 16
support.quickbooks.intuit.com 1615.39 18044.7447 45
nces.ed.gov 1594.73 9616.6974 12
direct.ed.gov 1584.94 17769.0485 20
med-health.net 1546.4 9909.6078 15
uship.com 1530.22 10550.8078 17
apta.org 1484.61 21363.2114 18
jeld-wen.com 1432.85 14678.8975 11
mcafee.com 1423.15 12116.0257 15
personalizationmall.com 1420.42 8010.101 12
applevacations.com 1420.41 11243.7807 17
safetysign.com 1379.11 12248.0722 15
sixflags.com 1368.97 5954.6392 15
universalcard.com 1361.34 26360.5582 11
software.dell.com 1336.3 11297.9145 14
Online marketing Dead Sites Walking: Who Stands to Lose the Most in Mobilegeddon
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