The decrease in screen size on mobile devices, as opposed to desktop, brings a whole new set of search marketing challenges and even more competition for the top spots in Google's search results. As this 2016 eye-tracking study shows, there are significant differences in how search results are displayed and what users see and click on when on mobile compared to desktop:
* longer time to see the first organic search result although it attracts the same number of clicks
* less clicks to websites below position 4 of organic listings
* more clicks to the knowledge panel and local maps when shown above organic listings
* more visibility and clicks to paid search ads at the top of the page
The key findings of the study emphasize just how important it is to have a considered mobile search strategy in place. From optimising your website for mobile search,uncovering new keyword opportunities and answering to specific user queries to optimising local listings and making the most of paid search's potential on mobile - leave no stone unturned!
There’s no doubt about it: being listed at the top of the SERP is critical on a mobile device. People may scroll up and down, but ultimately, with over 92% of clicks going to an area above the 4th organic listing, if your business listing is below that, you’re almost invisible on a mobile search.