Only 10% of Philatelic Bureau websites are “Mobile Friendly” for Google Mobile SEO

You might not know this but Google already penalizes sites that provide a bad experience to mobile searchers.  

Sites generating errors and other problems for mobile visitors received less visibility in Google’s smartphone results — the results Google shows to mobile searchers, as opposed to desktop searchers

This is potentially bad news for philatelic bureaux as companies are becoming more and more reliant on search traffic from mobile phone users because … according to Google’s Mobile Search Moments Study,

  • 40% of mobile searches have a local focus
  • 77% of mobile searches occurring at home or at work
  • 17% taking place while users are on the go

Shopping queries are twice as likely to take place while the user is in a store.

It is important to take this information into account when optimizing websites and thinking “mobile first” so that constituents, vendors, employees, and stakeholders can access your information, anytime, anywhere.


In an effort to help mobile searchers know which sites they may click on are mobile-friendly versus which ones are not, Google has added a text label under the URL in the snippet that reads “Mobile-friendly” as the first part of the search result’s snippet. Google said it can be a “frustrating experience for our mobile searchers” to end up on a web page that is not mobile-friendly, thus they are adding the label to their mobile search results to communicate this to the searcher.

Google Mobile friendly

In addition to the mobile-friendly label, Google is experimenting with a new ranking algorithm for mobilefriendly web sites.

  • How do you qualify to show such a label for your web pages?
  • Google said it depends on if GoogleBot detects the following criteria:
  1. Avoids software that is not common on mobile devices, like Flash
  2. Uses text that is readable without zooming
  3. Sizes content to the screen so users don’t have to scroll horizontally or zoom
  4. Places links far enough apart so that the correct one can be easily tapped
  • How does Google know how a user can experience your mobile site?
  1. Google has been dropping hints that they understand mobile experiencefor some time now.
  2. They also recently launched mobile usability reportsto help webmasters find issues with their mobile web sites.
  3. Take the Google Mobile Friendly Test – it’s FREE

Google Mobile logo

Are you ready for Google mobile traffic ?

It’s quick, and it’s simple, so I tested all of the Philatelic Bureaux I could find online and discovered that only 10 out of 40 pages tested are mobile friendly.  That means that only 25% passed the test !

Is the philatelic marketing world giving up the fight to attract new collectors ???

Not Mobile Friendly Text too small to read Links too close together Mobile viewport not set Content wider than screen
Aaland No Fail Fail Fail
Alderney No Fail Fail Fail
An Post No Fail Fail Fail
An Post No Fail Fail Fail Fail
Argentina Yes
Australia Yes
Austria Yes
Belgium No Fail Fail
Brazil No Fail Fail
Bulgaria No Fail Fail Fail Fail
Canada No Fail Fail
Croatia Yes
Faroe Islands No Fail Fail Fail Fail
France No Fail Fail
Gibraltar No Fail Fail Fail
Greenland Yes
Guernsey No Fail Fail Fail
Iceland Could not be tested
Isle of Man Philatelic Bureau Yes
Jersey No Fail Fail Fail Fail
Latvia No Fail Fail Fail
Luxembourg Yes
Malta No Fail Fail Fail Fail
Monaco No Fail Fail Fail
Namibia No Fail Fail Fail
Netherlands Yes
New Zealand No Fail Fail Fail
Norfolk Island No Fail Fail Fail
Norway No Fail Fail Fail Fail
Poland Yes
Royal Mail Philatelic Bureau No Fail Fail Fail Fail
Slovakia No Fail Fail Fail
Sweden No Fail Fail Fail
Switzerland No Fail Fail Fail
Tanzania No Fail Fail Fail Fail
Thailand Could not be tested
Tristan da Cunha Could not be tested
Vatican No Fail Fail Fail
Yemen No Fail Fail Fail Fail

Of the 10 that appear to have passed the new Google “mobile friendly” test, the initial result proved to be somewhat ill-judged or, at least, premature.  When I tested the philatelic sub-pages, they yielded somewhat different results than expected – it would appear that some philatelic bureaux only “half-finished” their mobile optimisation.

When a viewer encounters a difficulty on a webpage, it usually results in abandonment.  Digital marketing professionals go to great lengths to reduce drop off rates and reduce abandonment, so to have ‘gaps’ in the ‘optimisation’ of the mobile marketing funnel and/or the sales funnel is effectively negates the effort put into the previous webpages in the ‘customer journey’.  See results for the ‘second pass’ of Google Mobile Friendly tests below and judge for yourself.

After the second pass, it seems that only 4 out of the remaining 10 countries have successfully optimised their sites for Google Mobile SEO.  This, of course. equals 4 out of 40, or 10% of the total number tested.

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