Skip to content
Mobile vs desktop SEO: a major issue in 2025
In 2025, mobile generates nearly 63% of global web traffic compared to around 35% for desktop (StatCounter). Google has confirmed mobile-first indexing as the sole standard for ranking websites. In other words, your site's ranking primarily depends on its mobile version. However, recent analyses show that up to 79% of results differ between mobile and desktop, with only 65% of URLs identical on the first page (Wincher).
This discrepancy is explained by technical factors, differing search intents, and evolving Google algorithms. To remain visible, optimizing both mobile and desktop experiences simultaneously is crucial.
Key statistics to know
| Indicator | Mobile | Desktop |
|---|---|---|
| Share of global traffic | ~63% | ~35% |
| Average bounce rate | 58–60% | 48–50% |
| Sites compliant with Core Web Vitals | ~33% | - |
| Voice searches | ~50% | Almost none |
| Searches with local intent | 46% | Less than 20% |
Sources: Semrush, Google Developers.
Why results vary by device
1. Mobile-first indexing
Since 2025, Google only considers a site's mobile version for ranking purposes. If your site doesn't display the same information or structured data in its mobile version, it risks losing positions in the SERPs.
2. Specific search intents
Mobile searches are often local or transactional. Mobile SERPs feature more Google Maps, rich snippets, and commerce-oriented results. Conversely, desktop still favors longer, informational queries where detailed content ranks better.
3. User experience and speed
53% of mobile users abandon a site that takes more than 3 seconds to load (source). Core Web Vitals (LCP, FID, CLS) are essential ranking signals. A slow or poorly optimized mobile site is automatically disadvantaged.
4. Dynamic SERPs
Google adapts its result pages based on screen size, location data, and browsing habits. Image blocks, videos, or local results take up more space on mobile, affecting click-through rates (CTR).
SEO best practices to excel on both
- Ensure complete consistency: content, metadata, and structured tags must be identical on mobile and desktop.
- Optimize speed: aim for LCP < 2.5 seconds, FID < 100 ms, and CLS < 0.1.
- Prioritize responsive design: regularly test your site with Google’s Mobile-Friendly Test tool.
- Shorten and structure mobile content: short paragraphs, bullet lists, key information immediately visible.
- Analyze rankings separately: use keyword tracking tools to compare mobile and desktop rankings.
- Boost local SEO: optimize Google Business Profile, customer reviews, and schema.org/localBusiness markup.
Essential points to remember
- Google now prioritizes the mobile version for all rankings.
- Mobile accounts for over 60% of global web traffic.
- SERPs differ significantly: up to 79% of results change based on device.
- A site not optimized for mobile can lose visibility and conversions.
Regular auditing of mobile and desktop performance (speed, content, UX) remains key to dominating both environments.
