mobile

VISIBILITY GAPS OBSERVED BETWEEN MOBILE AND DESKTOP

devices

The results of a study published by SEMRush suggest that the pages pushed by Google differ between mobile and desktop. Let’s analyze this data in more detail!

LARGE DISPARITIES IN THE RESULTS OFFERED ON MOBILE AND DESKTOP

SEMRush has just published the results of a study of 50,000 different requests made in Google US.
The proportions mentioned are eloquent: only 13% of the sites identified have the same visibility on mobile as on desktop.
Even more, more than 30% of the URLS positioned on page 1 of the results displayed by Google on desktop, do not appear on page 1 of Google.us on mobile.
A “macro” analysis which crosses the observations made on a daily basis, via other monitoring tools such as SearchMetrics:

DIFFERENT RESULTS FROM A SINGLE INDEX

Since the announcement of the release of the mobile first index, Google has ensured that there is only one index of results.
The existence of a unique index does not, however, exclude a different ordering of the results extracted from this index.
We have already talked about the growing impact of personalization on the results offered by Google. Personalization based on the Google account used, on the user’s location, on his browsing history …
It seems logical that Google personalizes the results according to the browsing medium used, and the degree of mobile compatibility of a site X or Y.
It would even be desirable: all the sites are not yet ready to switch, Google itself implies this by regularly speaking of a gradual switch to “mobile first”.

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WHAT LESSONS CAN BE DRAWN FROM THIS STUDY?

Mobile first , more than ever! By taking the party to optimize the mobile version of your site as a priority, you are sure not to go wrong, and to optimize your visibility in the short and long term.
An imperative paradigm shift:

  • the CTR natural results out top 1 are lower on mobile than on desktop: optimize your site for mobile only indexing is avoid future disappointments
  • research is increasingly carried out on mobile to the detriment of the desktop. A quick glance into the Keyword AdPlanner tool will allow you to verify this assertion in your market sector. For example, the query “Rental house” was searched in 52.8% of cases on mobile in 2018, vs 44% in 2017 and 35.1% in 2016 …

Optimizing the mobile version of your site means optimizing the experience for the majority of users of your site, including Google! If desktop-only sites seem to be getting a break, trying to get around this phenomenon would be like fighting against windmills.

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