Friend or Foe? How Google’s Mobile-Friendly Update Will Impact Retailers

Mobile URLs ("m-dots")
M-dot sites were still the most popular mobile strategy for retailers in 2014, but just having a mobile presence doesn't necessarily mean a site will earn Google's mobile-friendly label.

Does every desktop page have a mobile-equivalent version? For most retailers, the answer is no. Special promotional pages and faceted navigation pages often lack mobile equivalents. These desktop URLs will not likely earn the "mobile friendly" label, so they'll probably no longer drive mobile search traffic.