Desktop and Mobile Search Results Are Moving in Opposite Directions

According to a recent report covered by Search Engine Journal, click-through rates on Google are behaving very differently depending on the device you use. Desktop searches are seeing more clicks, while mobile results are losing ground, especially for the top ranking spot.

This shift is significant because it breaks a long-standing pattern in search engine optimisation. For years, the story has been that mobile traffic is king and desktop traffic is fading. These new numbers suggest that story may be too simple, and businesses need to rethink their approach to search rankings.

Why Your SEO Strategy Needs a Device-Specific Check-Up

Many Australian businesses have spent the last few years optimising almost exclusively for mobile search. That made sense when mobile traffic was growing and desktop was shrinking. But if desktop users are now more likely to click on results, ignoring them could mean leaving money on the table.

The data also points to a deeper change in how Google works. AI Overviews and other new search features are reshaping the search engine results page differently on each device. On mobile, where screen space is tight, these features push regular organic results further down. On desktop, with more room, users may still be seeing and clicking on traditional links.

This means a one-size-fits-all approach to AI SEO no longer works. What gets clicks on a phone in Melbourne might not perform the same way on a desktop in Sydney. The Google algorithm is now serving up very different experiences depending on the device, and your strategy needs to match.

What This Means for Australian SMBs

If you run a small or mid-sized business in Australia, this data has practical consequences for your online visibility. Local service businesses, tradies, and retailers often rely on showing up in the top few positions on Google. If mobile clicks are dropping for those top spots, you might be paying for traffic that is becoming harder to get.

At the same time, desktop traffic could be a hidden opportunity. Many B2B companies, professional services, and even local businesses see significant desktop traffic during working hours. Ignoring this channel because you assumed everyone was on their phone is a mistake that could hurt your search rankings and bottom line.

What You Can Do Now

  • Check your Google Search Console data and split your click-through rates by device. Look for patterns where desktop is outperforming mobile or vice versa.
  • Review your website experience on both desktop and mobile. A slow or clunky desktop site could be costing you clicks, even if your mobile site is fast.
  • Adjust your keyword strategy based on device behaviour. Consider which searches are more likely to happen on a phone versus a computer, and tailor your content accordingly.
  • Monitor how Google's AI Overviews affect your rankings on both devices. If you are losing mobile clicks, test whether your content is being pushed down by AI-generated summaries.
  • Run device-specific performance reports at least once a quarter. The trends are changing fast, and what worked six months ago may not work today.

Navigating these shifting search trends can feel overwhelming, but you don't have to figure it out alone. MS&VG helps Australian SMBs adapt with AI-powered SEO services that track device-specific performance and adjust your strategy in real time.