MASTERING MOBILE SEARCH

By Nadeem Ansari FIDM:

Our friends at Searchmetrics conducted a research last year titled Mobile Ranking Factors 2015. The following infographic is produced using data from that research helping you master mobile search.

Details about the data used for this infographic are listed below the image.

 

What data did they use?
The data set for the study was 10,000 identical keywords. For each keyword, the top 30 Google US search results (both mobile and desktop) were recorded and analyzed.

What is a ranking factor?
A ranking factor is something they believe can affect Google rankings – page speed, for example.

What is a top 10 average comparison?
For both the desktop and mobile data they calculated the average value for the top 10 search results for each ranking factor. For example, the average load time in the top 10 mobile results was found to be 1.10 seconds; in the desktop results this was 1.16 seconds. From this they deduced that the top 10 desktop pages load a little slower on average than the mobile top 10.

What is a top 30 correlation value?
The top 30 correlation value is in effect the degree of similarity they found between the top 30 search results for a given ranking factor. If different positions exhibit greater differences, the correlation value will be higher. For example, sticking with site speed, the correlation value for the mobile top 30 was 0.08; in the desktop top 30 this was lower at 0.04. From this they could say that site speed in the top 30 mobile results had a higher positive correlation value than in desktop. This means the differences in load time across the top 30 positions are greater in the mobile results. Taking this one step further, they could say that a faster loader time more positively correlates with higher rankings in mobile than desktop.

What reasons are there for the different desktop and mobile values?
Possible causes for the differences in values across these platforms are discussed in detail in the Mobile Ranking Factors 2015 study.

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