Google’s impending update is slated to be the search engine’s most impactful change since the rollout of Google Panda in 2011. The coming update will place additional weight on mobile-friendliness as a search engine ranking factor, rewarding mobile-friendly sites and potentially docking un-optimized sites in Google’s mobile search rankings. Google’s changes are based on the idea that “users should get the most relevant and timely results, no matter if the information lives on mobile-friendly web pages or apps,” according to a post on the official Google Webmaster Central Blog. The search engine’s all-powerful algorithm will change on April 21st to favor sites that are configured properly for display on mobile devices, taking front-end design and back-end development considerations into account. This update is critical to hoteliers looking to drive revenue online. In 2014, mobile bookings increased by over 36% while mobile revenue increased by 114%, an indication travel consumers are becoming more comfortable transacting via their smartphones. Nearly 21% of bookings, 17% of room nights and 15% of revenue came from tablets and mobile devices. If we include voice reservations originating from the hotel mobile website, more than 25% of bookings and revenue originate from the non-desktop channel (HeBS Digital Research). Get the full sory at HeBS Digital