Thousands of New Zealand businesses could face virtual obscurity after failing to optimise their websites for use on mobiles before a deadline tomorrow, a marketing expert said.

As more people access the Internet on the move, Google is changing the way its search engine works in order to improve the results for those searching on mobile devices such as smartphones or tablets, with the new system set to take effect tomorrow.

Marketing consultant Fleur Revell of the company Impact PR said today the impending change to the search giant’s algorithms was being referred to as ‘mobilegeddon’.

Google has set up a URL test to analyse websites’ functionality on mobile devices, including whether links are too close together to work properly on small touch screens.

“We applied the test to 50 of New Zealand’s largest blue chip companies and another 50 of the largest retailers and found many of them had not yet adapted their sites to fit Google’s requirements,” she said.

Half of the top listed companies failed the test, as did one in four of the most prominent retailers, the company said online.

“Businesses that can adapt rapidly to Google’s 500 algorithm changes each year will reap the rewards, while others will be relegated to virtual obscurity as their rankings slip off the coveted first page.”

Searches from mobiles are thought to make up about half of all online searches.

It is thought that the first five results brought up by a Google search account for more than two-thirds of the clicks made through to businesses.

Impact PR said the failure of New Zealand businesses to prepare for the change would likely be mirrored in other countries.

- dpa