Big Data

Google's new algorithm: How does it affect us? Are we prepared?

21 of April of 2015

  • Mobile device sessions on Ferrovial ‘s website increased by almost 50% last year
  • Currently, 1 out of every 4 visitors views the web using a mobile device.

In February, Google announced that it would be changing its search algorithm. That day has come and, going forward, pages that don’t meet certain requirements, e.g. that aren’t adapted for mobiles, will be penalised by Google and lose ground in the search ranking. Are we prepared for Google’s algorithm change? How does it affect the SEO work we’ve been doing in the last few years?


When we proposed Ferrovial’s digital strategy, we knew we would have to adapt the site to the trends and changes in users’ surfing habits. Today, 1 in 4 of our visits are using a mobile device. That proportion has increased by 50% in just one year, as larger screens and fast mobile internet have notably improved the user experience.

It was recently reported that more than half of the Ibex 35 companies’ websites are not responsive. We have been working for more than a year to adapt our web,, to user preferences and digital trends in the market.

Mobile-friendly web

In recent years, we’ve seen notable growth in smartphones, tablets and phablets, which has directly impacted the way we access the internet. A recent survey reported that 77% of executives search using their smartphones.

In our experience, in addition to being mobile-friendly, a corporate website must provide a multimedia experience.

We create more than 100 videos each year to connect with our users, employees, clients and investors. Our communication efforts range from video-news to short documentaries. Some, such as “The World of Signs” and “Dulcinea, the largest tunnel boring machine in the world”, have garnered more than 30,000 views and reveal the growing role of SEO in companies’ strategy.

A company with a strong commitment to innovation, as is the case of Ferrovial, must consider these factors in its communication.

Our digital strategy is also part of our ongoing commitment to innovation, which we pursue in our business on a daily basis by being open to change processes and responding to new needs in the industry, with the internet playing an increasingly important role.

We understand the logic behind Google’s algorithm. A commitment to mobility and content consumption, from anywhere. That is the commitment we make on our website,



There are no comments yet