Google have announced that they are testing optimising web pages once users have clicked from the mobile SERPs to your site. This involves removing problematic data such as large images and files in order to speed up the loading time of the page.
This is specifically designed for those with slower connections, such as a 2G speed, who might otherwise have trouble loading your site and thus choose to look elsewhere.
So far, tests have shown that the optimisation can help sites load four times faster and use 80% fewer bytes; this has apparently resulted in 50% more traffic to those sites.
The site will appear to users on a Google URL, such as http://icl.googleusercontent.com/?lite_url=http://searchengineland.com for Search Engine Land. Take a look – it doesn’t look too good. Don’t worry, though, as there will always be a link to the original page so dissatisfied users can easily access your usual site. However, if you’re still concerned about the change then you can opt out by adding “Cache-Control:no-transform” to your HTTP header.
This change comes, of course, with Google’s recent changes to their SERPs. Google recently announced that they have streamlined their search results so that slow connections can still bring fast results. This version will apparently ‘kick in automatically’ when needed.
It also comes, of course, with the new mobile-friendly algorithm – highlighting just how seriously Google are taking the general shift to mobile searching.
If you would like more help, then Google have a help page where you can view what your page would look like to those on slow connections. You can also find out how to opt-out of the change there, too.