Over a quarter of search results on mobile phones are different to those on computers, study finds

New functionality in Searchmetrics’ search and social analytics software lets digital marketers analyze and track how their sites are performing in searches on mobile devices. They can monitor search engine rankings and the corresponding traffic coming from searches on both mobile phones and tablets, as well as analyzing mobile search performance on these devices at a local, city level.

The new features, which are available in the Searchmetrics Suite, also allow users to research and analyze specific mobile keyword trends to help inform and plan mobile focused Search Engine Optimization (SEO) campaigns.

A Searchmetrics study¹ has found that over 25% of search results on mobile phones are different to search results displayed on computers using the same keywords, while search results on tablets differ from those on computers in around 8% of cases.

“The way a site ranks in mobile searches is not the same as on traditional computers and the rise in mobile surfing and mobile shopping makes it essential to develop tailored, mobile focused SEO campaigns. The new features we’ve added to the Suite provide search performance data and insights by device type, making it possible to create and monitor targeted search strategies for mobile phones, tablets and computers,” said Marcus Tober, CTO and founder of Searchmetrics.

Another new update to the Searchmetrics Suite is the Outgoing links feature that helps search marketers analyze outbound links from their sites. It helps them ensure that web pages their sites are linking to are positive, and identifies links to spam pages which could negatively impact their sites’ search performance.

“The new outbound links feature lets you analyze all kinds of domains, sub-domains or URLs in order to locate positive links and find potential link partners or identify sources of risk so you can react accordingly,” said Tober.

Searchmetrics Suite is an enterprise level online software tool, which automates many aspects of SEO analysis, monitoring and reporting for agencies and in-house search marketers. It allows users to track SEO performance across all major search engines in 124 countries using clear KPIs, providing the ability to monitor keywords and sub-pages, evaluate links, and analyze and compare domains and identify competitor strategies. The software also enables analysis and tracking of social media marketing campaigns on the key global social networks.


¹Searchmetrics studied the top 30 search results for 10,000 keywords and compared the differences in the results displayed on mobile phones, tablets and traditional computers. The study was based on searches using several thousand keywords conducted on Google Germany in June, 2013. The analysis included 25% high search volume keywords, 25% average search volume keywords and 50% low search volume (long tail) keywords). The rankings were analyzed on Android mobile phone devices and iOS tablet devices.

About Searchmetrics
Searchmetrics is the pioneer and world’s leading provider of search and social analysis software for companies and online agencies. Searchmetrics has a unique server infrastructure and software solution – its Searchmetrics SuiteTM – which its clients and partners continually use to aggregate and analyze very large volumes of data on the rankings of websites, keywords in searches and competitor groups. Searchmetrics SuiteTM gives users unique insight into the visibility of websites on search engines in 124 different countries and on the largest social media portals. This information plays a decisive role, especially in inbound marketing, where having excellent visibility on search engines is essential for companies to reach potential customers on the Internet.
In addition to the Suite, with its Essentials product Searchmetrics offers a tool set for a quick start in search engine and social network optimization and real-time analysis in Germany, Austria and Switzerland, as well as high-end SEO consulting services. The company has branches in Berlin, London, Paris and New York and operates its SaaS solution through a network of partners and its online shop. The fast-growing company, based in Berlin and currently employing more than 100 staff, is part-owned by the renowned venture capitalist companies Neuhaus Partners and Iris Capital. Many renowned clients, such as T-Online, eBay, Siemens, TUI and Kaspersky rely on Searchmetrics to ensure that they have excellent search engine rankings.