Here's Why You Need to Make Sure Your Site Is Mobile-Friendly by April 21 Failing to do so will result in a cold shoulder from Google.

By Laura Entis

Opinions expressed by BIZ Experiences contributors are their own.

If you've been dragging your feet when it comes to making your website more mobile-friendly, you now have Google to fear. The tech company just served all you procrastinators a concrete deadline: Beginning April 21, it will incorporate a site's mobile-friendliness into its ranking algorithm.

This means that web pages still giving mobile the cold shoulder will be ranked lower by Google. The company is pretty clear about that, noting in a blog post that the change will "have a significant impact in our search results."

The end result, Google says, is to make it easier for users "to get relevant, high quality search results that are optimized for their devices."

For sites looking to make the update before the April 21 deadline, Google has a guide to creating mobile-friendly sites.

Related: 4 Tips for Passing Google's New Mobile-Friendly Test
Laura Entis is a reporter for Fortune.com's Venture section.

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