Differences between desktop and mobile in the SERPs
The use of mobile devices has transformed the way we access information online. While the search experience on desktop and mobile has been analyzed, understanding the differences in SERPs (search engine results pages) is crucial for any effective SEO strategy. Here, we will thoroughly explore how these results vary and what implications it has for website owners.
The analysis of differences in SERPs between desktop and mobile reveals a series of intriguing patterns that can influence a website’s visibility. While the differences are not always drastic, the reality is that they can have a significant impact on traffic and ultimately on user conversion. Below, we will break down these key findings and provide a broader context on optimization for both environments.
Differences in SERPs between desktop and mobile
Search results on desktop and mobile can differ notably. Our study has shown that only 13% of web pages manage to maintain exactly the same position on both devices. This indicates that there are a number of factors affecting visibility in search results depending on the device used.
Mobile SERPs are often more limited in space, meaning that the results that appear have a direct impact on the user experience. As more users opt to search from their phones, it becomes essential to understand how results behave on each platform. The growing share of mobile traffic represents a considerable challenge, as a website’s visibility can vary drastically between devices.
Our search analysis methodology
To conduct our study, we used SEMrush’s “organic search” tool, analyzing 50,000 keywords randomly selected from the United States database. This approach allowed us to observe deviations in both URLs and domain positions between mobile and desktop devices.
We captured screenshots of search results in both environments to make direct comparisons. This method provides us with a clear view of how many pages have lost positions in mobile search compared to their desktop performance.
About the organic search tool
SEMrush’s Organic Research is a key tool for understanding the behavior of any domain. It allows users to gain valuable insights into the keywords that generate traffic, changes in rankings, and competitors in the digital space. With this tool, a deeper understanding of how a website performs on different devices is achieved.
URL deviations: how many pages lose visibility on mobile?
A notable finding from our analysis is that about 30% of URLs that appear on the first page of search results on desktop fall to positions below the top 10 results on mobile. This shift has direct implications for any site’s SEO strategy.
This variability can be attributed to several factors, including changes in how results are displayed and user preferences when interacting with mobile devices. Below is a table with relevant data on the loss of URL positions between desktop and mobile:
| Position Range | Loss of Visibility (%) |
|---|---|
| Top 10 | 30% |
| Top 30 | 45% |
| Top 100 | 60% |
Domain position deviations: how many domains maintain their position?
Diving deeper into domain analysis, we found that only 13% of websites maintain the same position across all devices. This data highlights the importance of adapting SEO strategies to the particularities of each platform.
Positions in search results are vital, as a simple variation can significantly affect traffic. For example, losing a position on mobile can have a more drastic impact due to the different scroll depth and click-through rate compared to the desktop environment.
Industry expert opinions on mobile optimization
Experts agree that the transition towards a mobile-first approach in indexing is advancing rapidly. Despite this, there are still many sites that have not adapted their content to maximize their performance on mobile. This phenomenon explains why more than 30% of the results on Google’s first page on desktop are not reflected on mobile devices.
Geolocation plays a crucial role in searches from phones, meaning that mobile queries tend to prioritize local results. Additionally, other factors such as result personalization and voice search also contribute to the differences in rankings between devices. These changes underscore the need for websites to adapt to new search trends.
An interesting aspect is that the number of domains maintaining their positions is greater than that of URLs. This suggests that many domains have implemented specific subdomains for mobile, which can result in different URLs for the same content, depending on the device used.
The importance of user experience on mobile devices
User experience on mobile devices is critical. More and more, users seek quick and accurate results. Page load speed and ease of navigation are determining factors. If a website takes more than 5 seconds to load, there is a high probability that users will abandon the page. This is even more relevant on mobile, where impatience is greater.
Additionally, mobile users tend to interact differently with results, meaning that SEO tactics must be adapted. For example, strategies should focus on:
- Optimizing page load speed.
- Improving responsive design to facilitate navigation.
- Using clear and visible calls to action.
- Implementing SEO techniques that consider voice search.
Mobile SEO: key strategies
Performing SEO on mobile devices is not only necessary; it is essential for the survival of an online business. Here are some key strategies that should be considered:
- Adapt content to mobile searches and user intentions.
- Use AMP (Accelerated Mobile Pages) where relevant to improve load speed.
- Incorporate the use of structured data to help Google understand the page content.
- Optimize for frequently asked questions and content that can be easily accessed via voice search.
Keywords and their relevance on mobile devices
Keyword selection should be done considering the context and user’s search intent. Long-tail keywords tend to be more effective on mobile devices as they reflect more specific queries. Therefore, it is important to:
- Analyze search trends according to the device.
- Use Google’s suggestions to identify relevant keywords.
- Observe SERPs on different devices to adjust the keyword strategy.
The future of SEO in a mobile world
As mobile usage continues to grow, the focus on SEO must also evolve. The shift towards a mobile-first index by Google implies that businesses must be proactive in optimizing their sites for mobile devices. This includes:
- Adapting content and site structure to maximize visibility on mobile.
- Monitoring and adjusting SEO strategies regularly, considering emerging trends.
- Implementing practices that enhance user experience and reduce bounce rates.
An integrated approach to mobile SEO will not only improve a site’s visibility but also ensure that users have a positive experience when interacting with the content. In a world where more and more people use their phones to browse, relevance and adaptability are essential for success. Businesses that ignore these differences risk falling behind in a constantly evolving digital environment.