Google launches mobile initiative for business

Google has launched an online tool to help Australian businesses improve the mobile compatibility of their websites. Google GoMo logo

The digital giant claims that Australian businesses are losing thousands of potential customers a day because four out of five businesses’ websites don’t work well on smartphones.

The issue affects some of Australia’s largest brands as well as small and medium-sized businesses.   

Google Australia’s head of mobile advertising Jason Pellegrino said: “Mobile search is growing every month. We’re seeing 30-40% of searches in some verticals being carried out on smartphones – for example, 40% of searches for Superbowl ads were done on mobile.”

He warned that not having a mobile optimised site can frustrate users and damage brand reputation as well as costing potential leads.

Mumbrella mobile

The GoMo initiative is intended to help businesses take the first steps to go mobile. Businesses can submit their site to get a rating, along with more detailed customised recommendations on how to make their site more mobile-friendly.

The next phase will be to add a directory of third party suppliers who offer mobile site development. Further details on how mobile and digital agencies can become part of the list will be announced shortly.


  1. willyd
    5 Mar 12
    1:49 pm

  2. Mumbrella is not a 4 out of 5. It is not mobile optimised at all. Is this going to happen Tim? Would be interested to know how many users access Mumbrella via a mobile device (even just a percentage.) Would you be willing to share?

  3. wii
    5 Mar 12
    3:50 pm

  4. @willyd – I reckon their would be lot of users that access Mumbrella via a mobile device, mainly due to Mumbrella calling out those that make comments from agency ISP’s.

  5. mumbrella
    5 Mar 12
    4:40 pm

  6. Hi Willyd,

    A fair question (and observation). Google Analytics tells me that about 18% of our traffic currently comes from mobile.


    Tim – Mumbrella

  7. Just sayin...
    5 Mar 12
    5:31 pm

  8. 20% is the standard across the board pretty much, has been that way for the last 10 months here in OZ…so 18% is on the mark.

  9. wii
    6 Mar 12
    8:36 am

  10. If a mobile device is set to “desktop’ version of Firefox, does Google register the visit as coming via a mobile device?

  11. willyd
    6 Mar 12
    10:59 am

  12. @wii Google will still register the user as coming from a mobile device.

  13. wii
    6 Mar 12
    11:41 am

  14. thanks

  15. Brett
    6 Mar 12
    1:28 pm

  16. Hasn’t this been round for a year?

  17. Pinchy Squeezy
    6 Mar 12
    2:21 pm

  18. I am concerned about this test since it:

    1. asks you questions to achieve a response, like: “Did you see broken images?”
    2. delivers conflicting information:
    “Text: Your site’s text is visible without pinching or zooming.
    Navigation: Your site’s text is not visible without pinching or zooming.”
    3. delivers completely irrelevant and thus useless information: The test for text is not whether it is visible, it is whether it is legible.
    4. asks surreal questions: “Do you see missing Flash animations?” (how the F**K can I see something that is missing?)

    I smell a marketing campaign…

  19. Pinchy Squeezy
    6 Mar 12
    2:39 pm

  20. @brett
    launched in Nov, looks like it’s had an update.

  21. Nic Halley
    6 Mar 12
    3:40 pm

  22. clever work by the Goog