Google’s John Mueller addressed an intriguing question regarding the differences in mobile and desktop search rankings. He noted several personalization-related factors that can explain why these rankings may vary.
Why Do Desktop and Mobile Search Rankings Differ?
The question arose from someone curious about why a site’s performance might differ between mobile and desktop searches.
Here’s the question:
“Why… How are desktop and mobile ranking different when we’ve already been switched to mobile-first indexing?”
John Mueller clarified that indexing and ranking are distinct processes. Being in a mobile-first indexing environment doesn’t ensure equal ranking for mobile and desktop versions even though they are indexed as mobile.
Mueller explained:
“Mobile-first indexing is specifically about the technical aspect of indexing the content. We use a mobile Googlebot to index the content. But once the content is indexed, the ranking side is still (kind of) completely separate.”
Mobile and Desktop Rankings Are Contextually Personalized
Mueller further explained that the context of what device is used and the user’s situation can influence rankings. The user’s needs can vary based on the device, affecting the rankings.
Mueller explained:
“And it’s normal for desktop and mobile rankings to be different. Factors like speed, mobile friendliness, and the elements shown in search results can contribute to this. For example, mobile searches might favor local information as users are often on the move, while desktop searches could display more images or videos. This different mix of search results types can cause variability in page visibility between mobile and desktop. This variability is normal and part of our ranking approach. It’s not necessarily tied to the technical aspect of indexing the content.”
Page Speed and Mobile Factors for Ranking Differences
A follow-up question was asked about diagnosing these ranking differences, inquiring if lower mobile rankings suggest issues with mobile page speed factors.
Mueller responded:
“Mobile friendliness is definitely a factor. Other factors can also play a role, particularly in mobile vs. desktop. These differences often relate to the device or Internet connection, resulting in different personalization settings."
Difference in Rankings is Due to Personalization
Mueller confirmed that mobile indexing pertains only to indexing and is separate from the ranking algorithm. He highlighted personalization as a reason for occasional ranking differences between mobile and desktop searches. The needs of a mobile user may differ from those of a desktop user, influencing rankings. To diagnose ranking differences across devices, consider why top-ranked mobile sites might be preferred over lower-ranked pages in terms of mobile context and personalization. This analysis could provide clues to address such issues.
Citation
Why Mobile and Desktop Rankings Differ in Mobile First Indexing
Watch John Mueller answer the question at the 49:10 minute mark.
