Understanding the difference between ranking keywords on mobile vs desktop devices can go a long way in ensuring that you are getting the best SEO optimization for your domain. SEMrush offers you the chance to view your top ranking keywords for both desktop devices and mobile devices.
For desktop keywords, the SEMrush Positions Report shows the top 100 organic search results and keywords for your given queried domain. For mobile keywords, the SEMrush Positions Report shows the top 20 organic search results and keywords for your given queried domain.
Keep in mind that the same keyword can be ranking in multiple positions for both mobile and desktop devices.
Viewing the mobile display for the domain overview report will show you the percentage of mobile friendly results for your domain. The higher percentage of mobile friendly results, the better for your sites overall health and SEO rank. For ebay.com you can see that the mobile friendly results is currently 97.2% with only 2.8% determined to be mobile unfriendly.
By clicking on either “mobile friendly results” or “mobile unfriendly results,” SEMrush will bring you to the Positions Report for those specific results. Once there, you are able to see the position distribution trend as well as the organic search positions.
When navigating down to the list of keywords for your organic search positions, you will notice that when viewing this under the mobile view, each URL that is mobile friendly will have the image of a phone next to it. As a domain you would ideally want all of your URLs to be mobile responsive because if a webpage is not, your overall SEO can be damaged by mobile viewers trying to see this page.
If you want to see specifically where that keyword ranks on your mobile device and what that would look like, SEMrush lets you view the SERP source for the specific keyword.
The reason why the numbers of keywords differs from mobile to desktop is because Google tracks each of these as two separate searches. This happens because when a user goes to search your domain on a mobile device they may be using different keywords then when searching on desktop.
This issue is largely determined by the way mobile devices view certain searches. Mobile devices use a different algorithm than desktop devices and this causes search results to appear different depending on your search device.
When viewing your organic research mobile rankings you may notice that when you hover over the traffic and cost percentages along with search volume, SEMrush will inform you that this number is based on your desktop viewing data.
This also affects the traffic and traffic cost. Because of this, these metrics will be greyed out. At the moment, SEMrush does not track all of the metrics for mobile keywords at this time, so instead, gives you the information of that particular keyword among its desktop rank.
This also applies to the volume and traffic percentage as well. Looking at your Organic Search Positions report shows all of these metrics, but as stated above, they will be a greyed out metric. Keep in mind that this information is still accurate but it is showing the data pulled from the desktop keywords.
While SEMrush does not have the data for some mobile metrics, we are continuing to work on each tool to make sure you’re getting everything you need out of SEMrush.
Every year more and more people are using their mobile devices to gather search results. As someone focusing on the SEO of one's domain, this becomes a huge factor to monitor. With this information provided by SEMrush, you can get a better understanding of what keywords need to be focused on when it comes to desktop vs mobile search results and how this information can help you in optimizing your SEO efforts.