Google unleashed their mobile update, affectionally named “Mobilegeddon” back on April 21st, 2015. Thanks to the update being first introduced to site administrators through Google’s Webmaster Tools interface (since renamed Search Console) – the web marketing industry was, in a word, scared.

For the first time in years, Google was forthcoming with details on an algorithmic update.

The search marketing industry knew exactly when to expect the update to be released. We knew what Google was looking to emphasize, demote and encourage. We also knew that we should expect significant changes in how mobile traffic and impression level data would be shared.

Leading up to late April, major industry publications showcased the algorithm update with mushroom clouds, explosions and implied carnage alongside careful dissections of how thousands of websites would suffer immediate and significant losses of traffic because of their inability to fully cater to mobile audiences.

And yet here we are – some 105 days later… And it’s almost impossible to find fresh news on the Mobilegeddon update.

What happened?

I’d argue that the marketing industry and site owners have simply moved on from Mobilegeddon as a topic, because like most other items we hear about from Google in advance — it was riddled with rhetoric and simply compounded a number of obvious responsibilities that website designers, marketers and administrators needed to account for.

The search industry Internet is increasingly mobile.

More searches are conducted through mobile technology. The nature of information consumption has had to change as a result. And, despite the best efforts from Samsung and Apple, handheld device’s screen real estate is still at a premium.

Combine that with the fact that bandwidth, accessibility and content clarity are all critical in a mobile environment… And you have the basis for “MOBILEGEDDON!”

Meh.

Google hasn’t exactly gone out of their way to emphasize the update since it was introduced, either.

Since April 21st, Google has done a number of arguably more significant things, including:

• Introducing the Search Analytics API
• Revoked Access to the Autocomplete API
• Rebranded Google Webmaster Tools as Search Console
• Introduced New Handling of TLDs in Search
• Opened Up Deep Linking in Apps with goo.gl
• Opened Up Search Console Resources for Mobile Apps
• Released Google Panda 4.2
• Released the “Quality Update” Algorithm Changes (Phantom 2)

Given all of that, and the many changes others like Facebook have made in that same timeframe – should we have expected anything different?

A number of industry peers have gone to great lengths to dissect the Mobilegeddon update and advise on how to handle it’s related changes – but the point I’m here to make today is that we knew this was coming. It wasn’t significant, and, it’s served as a significant distraction at times.

Have you found or experienced anything different? Weigh in on the comments section below and continue the conversation!