Everything Google does, or says it might do, sets the Internet on fire with new posts and ideas, but there is a particularly large amount of attention being paid to its quickly approaching “Mobile May” algorithm update. It might not be getting the attention last year’s Mobilegeddon did, but there is definitely buzz.

Given that the world’s largest search engine has already made it clear that it prioritizes mobile-friendly websites in its search results, is there anything interesting to say on the subject? Or, is it just more of the same, where marketers are safe to keep going on with business as usual?

The answer, as always, falls somewhere squarely in the middle of these two extremes. To figure out whether Google’s Mobile May change is a big deal to you or not, here are a few things you have to know:

This Is a Continuation of Google’s Current Mobile Strategy
Google has already made it clear that it’s factoring mobile functionality within search results—particularly when the searches come from smartphones and tablets. So, is this new algorithm update even newsworthy?

In many ways, it is just a continuation of current search calculations. However, it’s also a clear signal that you really can’t expect to show up anywhere on the search listings if your site doesn’t load correctly on small screens—which, by the way, make up more than half of all web traffic these days.

Mobile is a Requirement, Not a Fulfillment
While mobile functionality is becoming a bigger part of the search engine optimization mix, make no mistake: other factors still matter a great deal. Having a responsive website won’t help you if you lack great content, have broken links to your site, or don’t seem to be an authority in your industry.

Mobile functionality is just the next step in your SEO and Internet marketing campaigns. That doesn’t mean it replaces the other best practices and requirements you should be paying attention to.

Mobile Technology Is Changing Search in Bigger Ways
You could make the case that changes to search engine algorithms are among the most minor ways that mobile technology is changing the way we look for information. That’s because voice-assisted search apps, geography, and social media are all warping the flow of traffic to different destinations around the web.

If you aren’t keeping up with the latest trends and ideas while watching your analytics closely, it’s likely you’re going to miss out on the biggest opportunities. Mobile devices are changing the way we research and communicate, and smart marketers are adjusting their approach to stay ahead of the game.

In the end, Mobile May is a pretty big deal, but not necessarily because of the way it’s going to affect search results. Instead, the real story is the speed with which mobile became mainstream, and how quickly marketers who have ignored responsive web design are falling behind their competitors.